What do you think of when you hear or read the word “craft”? Is the marketing promise on an instant coffee “crafted with 100% arabica beans” or a person who patiently, skilfully and lovingly makes a product?

No wonder that “crafting” has become a marketing buzzword, because the real craft industry has exploded in popularity and generates an estimated £3 billion in sales in the UK alone.

In today’s episode I speak with Natalie Melton about how craft reinvented itself and what its role could be in the high street of the future.