Images Credit: WSI 2020 Annual Impact Report

In partnership since 2020, Trade + Impact is honoured to announce our title sponsor for the Handmade Future Summit (HFS) 2021is Williams-Sonoma, Inc. (WSI). Founded in 1956, WSI stemmed from the passion for cooking and eating; from a small shop supplying Americans with unique European kitchen wares, WSI quickly grew to meet consumer’s high demand for handcraft products. This small business grew into a multi-channel retailer of high-quality products for homes, expanding to include all home products and more. Today, WSI is one of the United States' largest e-commerce retailers with some of the best known and most beloved brands in home furnishings with partners and franchises around the world.

As we start to prepare for the summit, we have the pleasure of working closely with Margaret Derby, WSI’s Sustainability + Social Impact Manager. Margaret works with all Williams-Sonoma, Inc. brands in leading their work on Fair Trade and Worker Wellbeing. This includes WSI’s commitments of paying $3M in Fair Trade Premiums back to workers and educating and empowering 100, 000 workers by 2020 (Source: LinkedIn). We sat down with Margaret to discuss the outlook of HFS 2021 earlier in the month and here is what she shared:

“WSI has a long history of working with artisan business and working with small business. The company traditionally works with large factories and has strict requirements on products and lengthy paperwork that small businesses often struggle with.” Margaret emphasizes the fact that many small artisan businesses can produce valuable products, however, they are not ready to export and WSI is not set up to work with sellers that are not export-ready. For this particular reason, WSI is “excited” to work with T+I, a partner that provides training and prepares businesses to become export-ready. Click here to learn more about T+I export readiness levels!

Building on HSF 2020’s success and the true value in developing small businesses and convening all key stakeholders (i.e. producers, sellers, buyers, service providers,  and support organizations), WSI has returned to help connect buyers to sellers to grow the sector - where many can find new partners and expand on their network. For years, WSI has worked with small businesses that became vendors, who now also work with other brands. Margaret shared that WSI wants to help grow and support the sector by purchasing products from small businesses, which is one of the many roles the company plays. In doing so, WSI is “maintaining traditional handcraft technique” while preserving cultures for future generations.

WSI works with vendors from around the world to provide luxurious products to consumers. One of the many ways they ensure the quality of their product is to take care of their suppliers, especially those located in emerging economies. Margaret shared that aside from providing a steady revenue stream for partners, the company has adapted to meet the needs of artisan businesses and make it easier to work together - for example, providing advance payments to help the purchase raw materials and pay workers. “By doing the little things to help small business growth, we have been able to support the needs of artisan businesses globally,” Margaret proudly shared.

In the 2020 Annual Impact Report, WSI emphasized the importance of “lower[ing] our emissions in line with climate science while deepening our social and environmental work - [through] a science-based target.”  As the environmental concern is becoming more pressing, buyers in the craft sector actively source from suppliers that promote ecological and social sustainability. It is no longer just making a purchase; modern consumers place a higher value on the story of how a product is made as it speaks for who or what they are supporting! According to Margaret, there are two crucial aspects that the buyers at WSI often use as a baseline:

1. Responsible materials: are they certified by a credible third party and how can they have the lowest environmental impact (like prioritizing recycled as an example).

2. Production environment: how is the product being produced? Is it being done in a way that reduces the environmental impact as much as possible? Is it being produced ethically, and ensuring fair wages and ethical working conditions?

Before ending our conversation on the outlook of HFS 2021, Margaret states that “the dialogue brings real changes that grow the handmade sector.” Stories exchanged between sellers and buyers are the key to making these changes. By exhibiting and telling their stories, sellers allow buyers to become more aware of the challenges they face. In contrast, sellers get to know what buyers are looking for in products and expand their network. In turn, all parties help grow partnerships and create opportunities that ultimately increase economic flow in the craft sector.  Here are some tips Margaret have for our exhibitors attending the summit:

• Tell your stories: What makes your product unique? Where does the value lie in your products?

• Come with an open mind: How can buyers and sellers work together to increase the product’s value? Such as making changes to increase units in an order form.

• Advocate for yourself:  You know what works for your business, so be proactive in letting buyers know!

• Enjoy the summit! Show off your products!

Thank you, Margaret, for the insight on Williams-Sonoma, Inc. and great tips for the summit! HFS 2021 will be held virtually on the 15 & 16 of September. Our early bird is ending soon, so if you haven’t already get your ticket for the summit, click here to check out all the perks and register!