Bridging local craft, home décor, fashion, and global markets: how WFTO opens the door to Europe

In the latest Good to Great podcast, hosts Azwad Mostafiz and Timea Héjja spoke with experts Caterina Occhio and Jette Lore Ladiges about supporting local craft brands in breaking into the European market. The conversation explored fair trade, sustainability, ethical business practices, and how artisans can thrive on a global stage. Both speakers emphasised the importance of quality, transparency, and a robust digital strategy in building impactful, sustainable brands.

Caterina Occhio, an ESG and Sustainability Advisor, has worked with luxury brands such as Maison Alaïa, Chloé, and Aspesi. She played a key role in helping Chloé achieve its B-Corp certification, making it the first luxury brand to do so. As the founder of ethical jewellery brand SeeMe and a global board member of the World Fair Trade Organization (WFTO), Occhio brings vast experience in promoting ethical production.

Jette Lore Ladiges, CEO of El Puente and fellow WFTO global board member, is a long-time advocate for fair trade. With experience at TradeAid and WFTO, she has dedicated her career to expanding market opportunities for fair trade enterprises while championing alternative business models worldwide.

A central takeaway from the discussion was the non-negotiable value of quality. Especially in the luxury market, products must be crafted with sustainable materials and excellent design. Occhio stressed, "Ethical production should not be an excuse for bad design," urging artisans to create items that are both beautiful and responsibly made. While acknowledging the higher cost of sustainable materials, she noted that these challenges offer artisans a chance to produce truly distinctive products that resonate with international buyers.

Ladiges highlighted the opportunity for artisans to merge traditional craftsmanship with contemporary trends. "Artisanal work offers an incredible opportunity to blend tradition with modern European or US trends," she said. However, she cautioned against competing with fast fashion, emphasising the need to focus on quality and cultural authenticity.

Both experts agreed that ethical practices and transparency across the supply chain are vital. Ladiges explained how the WFTO's holistic approach ensures that businesses are genuinely fair and inclusive in their operations. "It's not just about ticking boxes," she said, stressing the importance of mission-driven practice.

The role of digital platforms in market expansion was another focal point. While large companies dominate digital spaces with paid advertising, both Occhio and Ladiges believe that with the right strategy, local artisans can still capture global attention. Occhio advised investing in high-quality content and authentic storytelling. "Beautiful photos, engaging videos, and authentic narratives are essential to reach the right audience," she said. Ladiges added that professional photography and compelling digital content are crucial for both consumer and B2B engagement.

Platforms such as WFTO, Faire, and The Good Trade provide artisans with avenues to showcase their work globally. Additionally, fair trade certifications significantly enhance brand credibility. Occhio's experience with Chloé demonstrated how ethical production can align with luxury branding. "By partnering with large luxury brands, we ensure they're not at risk of reputational damage," she explained.

Ladiges pointed out that today's consumers are more conscious than ever. "Reputation matters," she said, noting that certifications like WFTO help brands demonstrate their commitment to ethical sourcing and transparent production.

The experts also outlined market entry strategies. Occhio recommended a focus on product development tailored for the European market, adapting traditional items to suit modern lifestyles. She emphasised showcasing artisan skills to attract collaborations with international brands, while maintaining dignity in marketing and avoiding guilt-based narratives.

Ladiges echoed this sentiment, sharing success stories of WFTO collaborations with major luxury brands that have elevated ethical craftsmanship to global prestige.

As the global market continues to evolve, artisans must adapt while remaining true to their roots. By combining traditional techniques with modern design, fostering meaningful partnerships, and embracing transparency, local craft brands can flourish on the international stage.

The Business Standard is the media partner for this global podcast series. Watch the full episode on The Business Standard Facebook page.