Sales: how artisans do things differently

Every year, January comes with the same frenzy:

sales, massive promotions, slashed prices and urgent marketing messages.

But for Belgian artisans, the reality is very different.

At Wimzzi, we work closely with local makers every day. Especially during this period, one question often comes up:

👉 Why don’t artisans follow the same sales logic as big retail chains?

The answer is economic, human — and deeply rooted in craftsmanship.

Sales: a model built for industry, not for craftsmanship

Traditional sales are designed for an industrial model:

• large-scale production
• high-volume forecasts
• big stocks that need to be cleared quickly

Artisans operate in a completely different way:

• handmade production
• small batches or one-of-a-kind pieces
• production time that cannot be compressed
• carefully selected materials

A handmade object is not a standardized product.

It reflects time, skill and human effort. Drastically cutting prices would often mean working at a loss or devaluing the craft itself.

What artisans really do during January sales

While large brands focus on clearing stock, many artisans experience January differently.

It is often a time to:

• finish last pieces
• offer seasonal creations (winter items, specific colours or scents)
• prepare a new collection
• invest in new materials
• rethink and refine their work

Historically, sales were meant as thoughtful stock adjustment, not mass discounting.

Soft price: a respectful and transparent alternative

At Wimzzi, we choose to talk about Soft price rather than aggressive sales.

Soft price creations usually include:

• last pieces
• end-of-collection designs
• discontinued colours or formats
• or items that help make room in the workshop for new ideas

Prices are adjusted directly by the artisans, in a transparent and respectful way.

Even at a softer price, each creation remains:

• locally made in Belgium
• handcrafted
• designed to last

Why supporting local artisans during sales still matters

Buying an artisan-made product in January is a meaningful choice:

• it supports the local economy
• it encourages independent creators
• it prioritises quality over quantity
• it gives purpose to your purchase

A fair price tells a story - one of time, skill and passion.

Wimzzi: giving artisans visibility, differently

That is why Wimzzi created a dedicated Soft price selection: Belgian handmade creations offered at an adjusted price, without ever adopting an industrial sales mindset.

This selection evolves throughout the seasons, following the rhythm and inspiration of our artisans.

👉 Discover the Soft price selection on wimzzi.com

👉 Support local craftsmanship all year round https://wimzzi.com/en

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