The Artisan

They have an artist’s talent but a worker’s soul, and they apply their creativity to everyday use. What they make must have equal parts form and function – it must deliver beauty that works. And lasts. Perfection is their constant focus, so they live by the adage, ‘measure twice, cut once’ and strive for simplicity as the ultimate form of sophistication. Experts in a specific discipline who spend many years becoming masters of their craft, they naturally prefer to make things with their hands (the “old-fashioned way”), not with a machine, because their work is a full expression of their soul.