This is the name that David Clementoni has given his “creature”, a promising start-up that is changing the way of doing business in the footwear industry. Representing the third generation of the family renowned for its legendary brand of intelligent toys, the easiest road to go down would have been that of continuing along the professional pathway first commenced by his family’s business. What he did instead was altogether different.

How was Italian Artisan conceived?

“After a stay in the United States, in New York, I realised just how important Made in Italy was considered and the extra value it still represents today in manufacturing. At the same time, I noticed some significant gaps in the rapport between brands, Italian artisanal producers and retail itself: from one end, Italian SMEs were struggling in opening themselves up to internationalisation, because of little or no digitalisation present in their organisations. From the other end, international brands and private labels (even those that are structured) did not have a great enough understanding of the territory and of the Italian productive infrastructure to diversify their production. I saw the possibility of filling these gaps in communication and relations through technology. In fact, technology allowed me to create a rapport of collaboration, trust, and transparency between the parties involved. This was the beginning of Italian Artisan in 2015”.

What exactly is Italian Artisan?

“Italian Artisan is a digital platform that brings international brands, both established and emerging, but also chain stores with their own private labels, into contact with small and medium-sized Italian artisanal businesses. The platform allows brands to enter into contact with some of the best Made in Italy footwear producers, so that they save on the costs associated with traditional purchasing processes such as flights, hotels, fairs, etc., with the added value of being able to manage each project through the platform, while also easily and quickly communicating with the producers themselves.

At the same time, Italian Artisan, through its own Academy, teaches entrepreneurs how to be competitive in the digital age and how to better serve customers, offering not only a high quality and sophisticated artisanal product, but also a service in terms of savings in time and money. Today, there are around 250 artisans and over 1000 brands and retailers, for around 3000 products”.

What kind of feedback did the project receive at the beginning?

“At the beginning, it was very hard – explains David Clementoni – many companies had misgivings, and above all it was difficult for them to understand the added value offered by digitalisation. This was especially true of small companies, which were more focused on the product, without understanding that there was also the possibility of introducing it on an international level or that is was possible to do so at a reasonable cost”.

What kind of features must the companies involved have and what must they pay the website?

“We select the companies in accordance with our standards: they must guarantee a Made in Italy high quality production. In exchange, our partners pay a fee that is any case completely accessible, also thanks to the technology itself, which allows for a general cutback on costs”.

Of which nationality are the brands/designers that contact the Italian artisans?

“International and especially American”.

What does the Italian Artisan platform offer both artisans and brands/private labels?

“I like to define the platform as a tool that provides transparency to the collaboration between two parties who do not know one another, with the aim of coordinating communication and processes between them. I feel it’s important to underline that the artisanal businesses involved in our project evolve with the project itself, thanks to the platform that makes business tools and tools for growth available to them. Up until today, this was the sole prerogative of multinationals.

From the other end, the brands save both in costs and production timing, with the support of consultancy services provided by a reality like ours, which is expert in understanding the Italian manufacturing infrastructure”.

Could we say your website is almost a ‘digital district’?

“Yes, we are an online district, where technology allows the distinct features of the district itself to be highlighted, since it is made accessible to international brands”.

You speak of solutions for production and growth: could you explain them to us more in detail?

“Our idea is to produce in Italy in a simplified way: after registering online, the request is uploaded and then there is a matching between the brand and producer. This is only the beginning, because from here on out a pathway of growth begins for both parties, with the support of our specialised coaches. We offer a 360-degree service, from the design of the product to production and logistics. Ours is a ‘turnkey’ service”.

Are there also advantages for retail?

“Of course: retail can set itself free from traditional purchasing practices, cutting out the supply chain and thereby saving money. This way it is possible to offer customers a premium product at a reasonable price in stores. I believe that new generations are in search of a new luxury concept that is based on more than just brand power, with a focus on genuine quality, craft workmanship, a transparent supply chain, storytelling, and a competitive price”.

What are your goals in the mid to long-term?

“We would like invest even more in entrepreneurial training, so that there is an even more efficient collaboration within our community. From young designers to established brands, we would like to help brands grow. We have put great effort into our Academy, cultivating a hotbed of young talents who are expert in products, marketing, communication, and business management. At the same time, we aim to reinforce our presence on strategic markets like the USA”.

At the last edition of Micam, you were present at the Assocalzaturifici stand: in what way do you collaborate with the association?

“We are working on some projects that I hope will soon be ready for presentation”.

Just out of curiosity, we would like to ask how a descendant of one of the leading Italian industrial toy realities ever thought of creating an online platform for the footwear industry. From where did this love for shoes and craft workmanship arrive?

“I was born in Marches, a land where one of the most important Italian footwear districts is located, and ever since I was little, I’ve always had a passion for shoes. Whenever I met someone, the first thing I would look at were the shoes on their feet: they would tell me a lot about their personalities. As I grew up, I learned from my mother how to appreciate quality and skilled handcrafting, in an understanding that goes beyond logos and designer labels. As a child, I learned to appreciate authenticity and the importance of always presenting myself with humility and courage.

I strongly believe that in a digital age where innovation runs along the tracks of artificial intelligence and human cloning, a return to traditional values is the new luxury”.