Araminta Campbell on the importance of nurturing craft talent

The Interview
13th February 2025

Walpole: What did winning the WOLF Award for Future Legacy mean to you and your company?

Araminta Birse-Stewart: Winning the Wolf Award for Future Legacy at the Walpole British Luxury Awards 2024 was an incredible honour and an immensely inspiring experience. It wasn’t just a recognition of my efforts, but a celebration of everyone who works alongside me and contributes to our vision. For Araminta Campbell to be recognised on such a prestigious stage, among so many remarkable brands driving innovation and excellence in the industry was deeply motivating. It reinforced our mission and inspired us to continue pushing boundaries and striving for excellence in everything we do. 

Why are you so passionate about nurturing craft?

I truly believe in the value of owning something that has been made with care, time and skill. We live in a world where everything is available instantly and, in that rush, we’ve become disconnected from how things are made and where they come from. Craft is about more than just the final product; it’s about the process, the materials, and the hands that shape it. There’s something deeply meaningful about surrounding yourself with beautiful pieces that have a story, and that are made to last, rather than things that are disposable. I cherish the connection to craft, knowing the time, dedication and expertise that go into creating something of heirloom quality. It’s important to slow down and appreciate that, and I hope to help others reconnect with the beauty and significance of true craftsmanship.

How does your company go about ensuring the crafts it needs are preserved?

We are dedicated to preserving both handweaving and millweaving by actively engaging in both. We employ our own team of skilled handweavers while also collaborating with rural Scottish mills, ensuring that these traditional skills continue to thrive. Our partnerships with the mills extend beyond producing our own collections, we also commission bespoke projects for corporate and private clients. This ongoing support plays a crucial role in safeguarding Scotland’s textile heritage.

In addition to supporting the mills, we are proud to be the largest employer of handweavers in the UK, providing rare opportunities for handweavers where meaningful employment is increasingly limited. But our approach goes beyond simply creating jobs, we are committed to nurturing and developing talent. Every weaver we employ receives an additional year of specialised training, covering all aspects of woven production, from fleece sourcing and spinning to weaving and finishing. By equipping our artisans with this comprehensive skill set, we ensure they can fully engage in the creative process, preserving and evolving these time-honoured crafts for future generations.

What are the challenges you face as a business owner in finding potential apprentices?

One of the biggest challenges we face - not just as a business, but also alongside the mills we work with - is finding young people who are interested in specialising in traditional heritage crafts. Unfortunately, these skills are often undervalued or seen as less viable career paths. Handweaving and millweaving are incredibly skilled professions, but because they aren’t widely glamourised, it can be difficult to attract young talent who see them as long-term careers. Location is another challenge. Many of the mills we collaborate with are based in rural areas, which don’t always align with what younger generations seek in terms of lifestyle, amenities and social opportunities. 

To help counter these challenges, we’ve invested heavily in creating a positive and inspiring work environment. Our Edinburgh-based atelier has been carefully designed to foster a strong sense of community, creativity and collaboration. We want those who join us to feel that they are part of something meaningful, that they are learning a rare and valuable skill, and that their work is contributing to the preservation of a beautiful and important craft.

What is your proudest achievement when it comes to nurturing talent at your company?

It's seeing just how much it means to our weavers when their pieces are finished and displayed. They spend so much time with each piece, from the very first thread to the final touches, so witnessing their pride when their work is placed in our showroom is incredibly rewarding. What makes it even more special is the direct connection between our artisans and our clients. It’s rare in this industry for makers to meet the people who buy their work, but in our atelier, our weavers are also our storytellers. They get to share their passion and skill firsthand, translating their craftsmanship into something deeply meaningful for our clients. Seeing a client not only appreciate the artistry but also form a connection with the weaver who made their piece is something truly unique. It’s those moments, when a weaver’s work is recognised, valued and chosen because of the story and skill behind it, that make me the most proud. It may seem like a small thing, but in reality, it’s at the heart of everything we do.

What is something the luxury sector needs to talk more about when it comes to ensuring accessibility to and preservation of craft skills?

The luxury sector needs to shine a brighter light on the artisans, the people who are actually creating the pieces. Too often, the focus is placed on the brand or the business side of things, while the craftspeople behind the work remain in the background. If we want to ensure the preservation of craft skills, we need to make these careers more attractive, more valued, and more visible. These are incredibly skilled individuals, and without them, luxury wouldn’t exist. We need to showcase their talent, tell their stories, and give them the recognition they deserve. By making craft careers aspirational, we can inspire the next generation to see them as not just viable, but deeply fulfilling path.

> For a deeper dive into the importance of apprenticeships to our sector, read Walpole's Luxury in the Making study

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