Artisanal

“Relating to or characteristic or an artisan.” “Skilled work involving little to no machinery.” “Produced in limited quantities using traditional methods.” This is what we find when searching for the definition of artisanal, however, suffice it to say that the meaning truly involves something much deeper and special.

Recently, I ran across an article which offered a list of tired, worn-out words that are ready for the dumpster. I was mortified to find that topping the list was, “artisan”. Luckily, there are those of us who appreciate the craftsmanship and beauty of the Artisanal process, however, mainstream marketing has found a way to arrest this beloved term and apply it to, well, let’s just say it…almost everything. Surveying the retail landscape, we find that mass produced items are somehow magically made in an artisanal and handmade way. Saying that something is artisanal and being crafted by the hands of an artisan are two entirely different things, and we would all do well to know the difference.

To the point of things being made by hand, the elegance, humanity, artistry, and craftsmanship that is characteristic of something produced in an artisanal way is nothing short of extraordinary. From applying traditional (and sometimes secret) methods that can date back hundreds of years and having been maintained over multiple generations, to using only the finest materials and having an uncompromising commitment to quality, I must vehemently disagree that the artisan is a term primed for the grave, but rather it should be reserved and treasured like a fine wine or classic timepiece; being used only for those rare and appropriate occasions that the moment calls for.