This book is written because of love of craftsmanship. The quiet rhythm of a pair of knitting needles. The softness and warmth of a baby alpaca. The smell of wood in a carpenter’s workshop. The feeling of wearing a bespoke suit.

There is a business behind the craftsmanship we admire, and this book explores how this business model can be beautiful as well.

Economist and craftsmanship consultant, Peter Lyng Knudsen, explores the business model of craftsmanship. The luxury industry is dominated by large conglomerates who only see craftsmanship and luxury as a way to high margins and profits. This book is written for those who admire honest craftsmanship and are interested in the ways a small atelier can overpower the luxury giants.

The book explores the beauty of craftsmanship and shares photography from excellent ateliers, gives practical and theoretical insights into how to improve a craftsmanship company, and finally proposes a beautiful business model for the ideal atelier.

An ideal atelier where artisans from many different crafts work passionately together under a coherent aesthetic. Where vertical integration ensures a high degree of care from raw material to finished product. Where clients have bespoke creations made for them and enjoy an insight into the whole creative process. This book is the foundation for the ideal atelier.