Iduna Foi

MEET THE MAKER

Ago & Filo Chic was born as a tailor-made tailor’s shop with particular attention to embroidery in the female dress, both by hand and with beads and sequins. In recent years I have been specializing in TEXTILE ART and, above all, in installations and paintings entirely embroidered by freehand machine (FREE MOTION EMBROIDERY). This is an Anglo-Saxon technique still little used in Italy that I would like to make known. I prefer naturalistic and landscape images with a focus always on the arboreal elements. I also like to propose a slightly fairytale point of view in my creations and, above all, in the way of presenting them.

WHY DID YOU DECIDE TO TAKE PART OF CRAFTING BUSINESS PROGRAMME?

I believe that this type of study program is very useful for the purposes that I have set myself and the change, of course, I have undertaken and could help me fill in the gaps in marketing and communication. It could also help me to know what is around the creation of an artifact and therefore to consider it not an object for its own sake but a desirable commodity from a market segment and therefore salable in defined channels. I would very much like to know more about the internationalization of markets and online sales.

WHAT ARE YOUR FEEDBACKS?

I rate this course very positively. I found it rich, comprehensive and varied enough to examine multiple aspects of a craftsman’s “life”. Each topic has been analyzed with care and in such a way as to be understood even by those who, like me, are not very well trained in certain fields.

I have learned that both greater planning of activities and a more careful focus on the idea I have of my business are necessary. I have learned to focus on the objectives of my work and to present myself adequately to clients. But I’m better at creating handicrafts than getting adequate monetary recognition for the moment.

FIVE THINGS YOU’LL BRING WITH YOU FROM THE EXPERIENCE:

• I understood what the “vision” of my company should be. Previously this idea was nebulous.
• The changes I intend to make for my company must be well planned and carefully studied, from the attention to bureaucratic details (eg the ATECO Code) to the long-term objectives.
• My doing business cannot ignore the artistic aspect. Before, doubt and fear made me hide this goal.
• The need to collaborate with professionals for adequate advice in the fields in which I am not prepared (e.g. marketing, advertising, finance)
• Study the sector of art galleries, including international ones. This world is still unknown to me but it could be fundamental.”Without knowing the culture of the potential foreign buyer it is difficult to define the targeting, the type of offer, etc.” “In order to sell at higher prices, you need to create greater customer value/satisfaction, be better at this than your competitors”