Javier Serra Escrich

Valua Arts & Crafts is a company dedicated to promoting Fallas Artists creativity around the world. Theming, decoration, artistic sculptures, scenography, etc. no matter what kind of creativity you need. A Fallas Artist can create it for you.

My business objectives are:

• Make visible the creativity of local Fallas Artists from Valencia
• Create new horizons and markets in which Fallas Artists can work
• Promote Fallas Artists tradition around the world
• Keep Fallas Artists workshops open with new sources of income

My learnings from the Crafting Business Programme:

This program has given us a new approach for innovation and creativity in our workshops focusing on product-driven approach and also design thinking.

We have learnt about sales and marketing techniques, how to define our potential customers and think about our main strengths and weaknesses.

We have changed our vision. Now we focus on another segment of customers with another kind of needs.

My 5 top tips that I have learnt on this journey:

1. Give the correct value and price to your products.
2. Take into account your time and organization.
3. Plan before acting. Strategy is key!
4. Measure what you’ve done in promoting your business.
5. Search for alliances.