“Finding young people for generational turnover is a real challenge. We need to show them that being an artisan is cool, and that we, as companies, are offering them a real opportunity”. So says Paolo Scafora, the third generation of a family that has been producing handcrafted men’s shoes in Casandrino (Naples). The company employs 30 people and, despite the economic climate, is optimistic about the future.
The importance of training
“Our workshop is divided into workstations so that production remains artisanal, but is still carried out on a series basis”, explains the Campanian entrepreneur. Finding young people willing to train as shoemaking artisans is no easy feat. “If I could find two or three young people, I’d hire them on the spot — but it’s genuinely difficult. It’s a cultural issue”, says Scafora. “We need to overturn the assumption that being an artisan is at the bottom of the pecking order. Being an artisan is cool. We’re even willing to pay them well, and I believe it’s a fantastic opportunity for someone who knows nothing about shoemaking”.
Scafora notes that an artisan’s salary could even exceed that of a white-collar professional — but society sees things differently. “How do we find young people? Through word of mouth, through our reputation. And for the first interview, we want their parents to attend too, so they can understand what we’re offering — the workplace environment and everything else”, explains Scafora, who believes the state should cover the cost of apprenticeships to promote manual trades. “Because companies have to invest time in training young people, and then — once they’re trained — we run the risk of losing them to someone else”, adds the Neapolitan craftsman.
A cultural dimension
Paolo Scafora produces true craftsman luxury footwear. “Our customer makes a choice — they’re buying culture, history, tradition. More than the price, what matters is the product and the service”, he explains, pointing to a broader cultural issue: “When someone gets married, they might go to a tailor for a made-to-measure suit. But they won’t go to a shoemaker for a pair of bespoke shoes”.
The impact of tariffs
As for the markets, Scafora remains confident in the US, despite the current tariff turmoil. “So far, they haven’t affected our business. And in any case, I believe that in the luxury sector, the impact will be softened by the high spending power of clients who, if emotionally drawn to a product, won’t hesitate to buy it”, he explains. On the other hand, the war in Ukraine and resulting trade sanctions have effectively halted exports to Moscow. “Italy? It’s still an important market — even though Italian consumers tend to favour foreign brands, and when prices are comparable, they’re more likely to choose something from abroad”, the artisan observes.
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