The Difference Between Expensive and Priceless

The birth of the masterpiece: a dream, a recipe that combines conviction, expertise and ambition that gives life to the inanimate. Depicting trades like carpentry or artistic endeavours, craftsmanship is defined by the Cambridge English Dictionary as showing skill in a particular craft or quality of design and work displayed in something made by hand (artistry). And although society has a constantly changing relationship with ‘the making’ due to mass production techniques and the digital revolution, one might argue that the concept is much more fundamental. Sociologist Richard Sennett contemplates the artificial confines between art and craft, expression and technique, and argues that craftsmanship is the ‘desire to do a job well for its own sake’ (Sennett, 2008). Sennett stresses the craftsman's commitment to quality and the involvement of implicit knowledge, making the term remain timeless even within evolving human production.

Craftsmanship describes how luxury pursuits excellence. It is the philosophy behind the making, know-how or expertise, a legacy preserved by inheritance where knowledge is habitually passed on from one generation to another. Years of required apprenticeship are expressed through passion, wisdom and aptitude. It is the personification of refinement and boundless pursuit of perfection through constant practice. In craftsmanship quality and purpose of the object produced or service offered are valued over efficiency, productivity and compliance.

Craftsmanship is much more than the creation of an object; it is about the unique emotional connectionexpressed through how the creator has given life to the object. The essence of the maker is condensed in his creation, which captivates his or her heart, becoming a one-off, inimitable unit. Therefore, purchases have a sense of profound connection between discerning individuals or craftsmen where the craft is a fundamental driver of choice, creating demand and desire within connoisseur circles.

A direct link to sustainable practices comes through the fact that craftsmanship is a refusal to sacrifice being the best for the mere sake of cost- time effectiveness and hypothetical financial advantage, where quantities are measured as individual creations and not units of production. It therefore focuses on a culture of excellence and good practices rather than production for simple profit.

The city of Cremona, Italy is a historical world centre known for its history in music since the Middle Ages. It is home to a group of the finest luthiers, or specialists in the craft of string instruments that have been producing for more than 500 years. In the 16th Century, instrument maker Andrea Amati was credited with producing a new model of violin with a better intonation than the earlier prototypes. Cremona was the home of stellar instrument maker Antonio Stradivari in the 17th Century. Authentic, traditional, skilful and aiming for perfection and mastery these workshops along ancient alleyways that used to be Roman streets enhance the city’s reputation.

In an article about Cremona’s fiddle craftsmen for the BBC, journalist Peter Day claims that

‘individuality is an important component of being human. Craftspeople have wonderfully individual stories to tell about the things they make, slowly and carefully. In an industrialised world, they still have a lot to tell us about being human’.

So, when it comes to luxury brands -those who value their distinct, unique craftsmanship- you are not just buying an object. You are purchasing a piece of history, rare, irreplaceable knowledge, a piece that strives to be the best of its kind and that carries a fragment of the maker’s soul that you have made a connection with. When it comes to handcraft, there’s no such thing as a high price tag, but rather a question of value. Next time you see yourself in front of something as substantial, it might be expensive, but remember the word 'priceless' instead.