The New Craftsmen celebrates the joy of exceptionally crafted bespoke homewares, gifts and jewellery. Set up in 2012 to provide a direct link between makers and the public, they are one of the only marketplaces in the UK to sell one of a kind products sourced from all over the British Isles with a wonderfully unique story to tell. The brand is well loved internationally and has established partnerships with Burberry and Selfridges.

After a successful 6 years, the three founders sought to scale the business and to future proof their online presence with a more robust website that truly reflected the way the brand had evolved. They also sought to reflect the uniqueness of the brand and to bring the customer much closer to the maker.


Matter Of Form (MOF) partnered with The New Craftsmen and were given creative autonomy throughout this process. The new site was built in Magento 2; a foundation that will enable a seamless customer journey, both online and offline

We included an Integration with (an ERP system) allows the streamlined management of pricing process and order management.

Because provenance is so essential to The New Craftsmen customer we looked at ways to put the makers at the heart of the brand. Storytelling via beautiful bold imagery allows customers to experience the products and to get a greater sense of the processes that go into their design.

It was important that an omnichannel approach was taken to drive eCommerce but to also increase awareness of the experience side of the business with events and workshops at their Mayfair studio.

MOF continue to partner with The New Craftsmen.