Natasja Gaudy, the second generation running the company, highlighted the increasing challenge of communicating the authenticity of their uniquely handcrafted jewelry, as mass production becomes cheaper and more prevalent, often misleadingly marketed as "handmade."

During the workshop, students were challenged to consider whether the new generation values handcrafted products and to brainstorm strategies for marketing Gaudy's jewelry to new generations while navigating the risks of social media. The suggestions presented by the students included hosting community-building events, partnering with ambassadors or wedding planners, and producing a video showcasing the handcrafting process to emphasize the value and effort behind each piece.

Thank you Natasja and Gaudy for an insightful workshop that encouraged students to adopt a strategic marketing perspective and critically assess the value of craftmanship to new generations.

Ebba Nyström, Key Account Manager, Entrepreneurship & Family Business Retail Club