A while ago I sent off an Email to the National Trust asking them what their policy was on stocking their shops. I wanted to know how much of what they sold was imported and mass produced and whether they actively supported British crafts. I didn't receive a reply.
My question was prompted by our visits to National Trust properties. At the end of your tour you are often funneled into 'The Gift Shop'. Sharon and I have never bought anything in these shops first of all because the prices are too high and, secondly, because much of their contents appears to be imported and mass produced. There does not appear to be much that is locally produced or of a genuinely craft origin. It's shiny, packaged and bears all the hallmarks of slick marketing strategies and all that nasty 'business' approach where the only thing that matters is the bottom line.
The properties owned by the National Trust were built by skilled stonemasons, carpenters and bricklayers. They were filled with and adorned with beautiful furniture, sculpture, porcelain, fabrics and so on. These items had to be
made. They required high levels of skill to be produced. Everything you see in a National Trust property was produced by an individual's hard work and mastery of their craft.
The National Trust spends a great deal of money on preserving the buildings that it owns and the objects they hold. However, does it support the crafts tradition that made these things and encourage it to flourish and grow?
The National Trust Gift Shop 'Experience' is not encouraging. I suspect that the mindset of those that control National Trust retailing is formed by the same 'marketing' ethos that has reduced shopping in England to such a dull, dehumanised level. I suspect that few of them have a ever worked for themselves or made anything with their own hands.
What would we like to see? We would like to see the National Trust actually sell and promote the work of British craft workers.They are part of the tradition that produced the stuff that the National Trust looks after. This tradition needs to be nurtured by the Trust.
It would be nice if the National Trust shops sold a little less twee confectionery and overpriced bead jewellery and more locally made quality crafts.
The biggest problem those of us who are full time craft workers face is the cost of selling what we make. Most of us could never afford to rent a shop, good craft fairs are expensive because hobbyists, who have other sources of income, inflate demand for stalls, with on line selling it's hard to get noticed, and traditional markets [where we sell] are in decline. However good what we make is we have to spend an inordinate amount of time and money trying to find our way to our customers.They, equally, want to find their way to us and struggle to find somewhere that sells the individually made work they want.
It would be wonderful if the National Trust used it's shops to help solve this problem.