Cultivating a Local-First Mindset for Small Artisan Australian Businesses: Now and in the Future

As the global e-commerce landscape continues to evolve, the idea of fostering a local-first mindset has gained increasing relevance, particularly for small businesses, including artisan businesses. For small Australian businesses, particularly those like us here at Violet Matters who focus on handmade, locally sourced, and crafted products, adopting a local-first mindset isn't just about geography—it is about forging deeper connections with our community, valuing authenticity, and navigating challenges like sustainability and ethical consumerism.

According to the Australian Gift & Homewares Association article:

'Two in three Aussies say they often or always buy Australian made products and more than four in five Aussies say buying Australian made is important to them'

In this blog post we examine how cultivating a local-first mindset can benefit small Australian artisan businesses both today and as they move into the future.

What Does 'Local-First' Mean?

A local-first mindset involves prioritizing local sourcing, production, and customer engagement while aligning business goals with the interests of the local community. For Australian artisan businesses, this can mean focusing on the following:

• Locally sourced materials: Supporting local farmers, suppliers, and artisans.
• Supporting local economies: Building relationships with local suppliers, creators, and communities to strengthen the economy at home.
• Community engagement: Developing personal relationships with local customers and being active in local events and initiatives. Your local council website is a starting place.
• Sustainability: Reducing the environmental footprint by minimizing shipping distances, sourcing locally grown materials, and embracing sustainable practices.
• Telling a unique story: Promoting authenticity, unique cultural ties, and Australian heritage.

An example of what a Local-First Mindset means here at Violet Matters: A core element of our business is creating handpoured 'no flame' home fragrances. Early on, we decided to support Australian suppliers in all areas of our production process, from sourcing ingredients to purchasing labels and packaging from Aussie-owned small businesses. We’ve also gone further by prioritizing Australian-owned digital and design applications wherever possible. We work hard to build relationships with our local community and support local and Australian economies.

We have also developed a 'Destination' product range - called 'The Destination Collection' which is comprised of carefully curated fragrances that remind us of a destination and/or a memory of a time and a place. Each fragrance strives to tell a story such as Adelaide in August which tells the story of our relocation to beautiful Adelaide.

 Why is a Local-First Mindset Important for Small Artisan Businesses?

1. Authenticity and Unique Storytelling
   Australian consumers are increasingly drawn to businesses with a compelling story. Artisan businesses have a natural edge because we can tell the story of our craftsmanship, materials, and the people behind our products. A focus on local sourcing helps us to create a narrative that is uniquely Australian, which hopefully resonating deeply with customers who are looking to support businesses that are genuine, transparent, and contributing to the local economy. It's one of the unique ways we can set ourselves apart from mass produced products and global corporations.

2. A local-first approach allows small Australian artisan businesses to connect with our Australian identity, culture, and values. For example, an Australian artisan candle maker such as Rhonda at Nelsons Soapery using native botanical scents like lemon myrtle or wattle not only creates a product but also showcases local flora and traditional craftsmanship. Rhonda is also a master at creating authenticity and unique storytelling with her products.

3. 

   Sustainability and Ethical Consumption
   One of the driving factors behind the rise of local-first thinking is growing consumer interest in sustainability. Shoppers today are increasingly concerned about the environmental impact of their purchases and are turning to businesses that prioritize eco-friendly production methods. By sourcing materials locally and reducing shipping distances, small businesses can significantly cut down on their carbon footprint.

   Moreover, Australian customers are becoming more conscious of ethical consumption, with a preference for fair-trade products, artisan craftsmanship, and sustainably sourced goods. A local-first approach aligns with these values, fostering trust and loyalty in our customer base.

4. Creating Community Connections and Engagement

   A local-first mindset encourages a community-centered business approach. Artisan businesses that build relationships with their customers on a local level create a sense of belonging and shared values. These businesses become integral parts of their communities, contributing to local events, supporting causes, and establishing personal connections with their customers. For example, local artisan shops that hold workshops or pop-up events allow customers to interact with local makers, hear their stories, and purchase directly from the source. This creates a more meaningful relationship with products and fosters a loyal following.

5. 

   Supporting the Local Economy
   Small businesses are critical to the Australian economy, particularly in regional and rural areas where artisan and handmade businesses can be major economic contributors. Supporting local businesses strengthens the local supply chain, sustains local employment, and stimulates economic growth within the community. Artisan businesses that buy local materials, hire local workers, and invest in community development create a multiplier effect, benefiting both their business and the surrounding economy.

6. Building Brand Loyalty and Advocacy
   Customers are more likely to stay loyal to brands that have a visible impact on their local communities. Australian consumers often feel a sense of responsibility toward supporting homegrown businesses, particularly those with transparent operations and a commitment to local artisanship.

   Additionally, a local-first mindset fosters brand advocacy. Customers who feel personally connected to a business are more likely to advocate for it within their networks, leading to organic growth through word-of-mouth referrals. A great example of building brand loyalty and advocacy is Brand South Australia (click here).

What Might the Future of Local-First Look Like?

The craft market in Australia continues to experience steady growth and will continue to gain in popularity, particularly within artisan industries such as craft and market fairs, textiles and fashion, art and design and handmade goods and DIY.

As the world continues to shift toward personalization, automation, and global interconnectedness, we as small business owners must adapt to stay relevant. However, we believe that by embracing a local-first mindset we can and will continue to play a central role in differentiating brands in the crowded market. Here are some key ways we think things might play out in the future:

1. Integration with Digital and Omnichannel Marketing
   A local-first mindset doesn't mean rejecting global platforms like Shopify, Etsy, or Instagram, but rather leveraging these tools in a way that emphasizes local pride. While online shopping can connect our small businesses with a global audience, a local-first approach can be amplified through geo-targeted ads, personalized social media campaigns, and localized website content.

   Utilizing Omnichannel marketing strategies that allows our artisan businesses to seamlessly integrate our local presence with our online store, which works towards creating a more unified experience that allows consumers to shop from anywhere while maintaining that local connection.

   

2. E-commerce and Sustainability
   As global demand for more sustainable business practices rises, eco-conscious consumers will continue to seek out and favor small businesses that align with their values. In the future, things like blockchain technology and supply chain transparency will become more widespread, allowing businesses to show consumers exactly where their materials are coming from and how their products are made.

   As consumers become more selective about the businesses they support, those small artisan Australian businesses who embrace a local-first and sustainable-first approach will have an increasing competitive advantage.

3. Local Experiences and Craftsmanship in the Digital Age

   The rise of virtual reality (VR) and augmented reality (AR) technologies will also play a role in allowing artisan businesses to offer immersive experiences. Small businesses will be able to use VR/AR to allow customers to virtually enter their workshops, see the crafting process firsthand, or try products virtually before purchasing. These digital tools will allow the continuation of personal connection while scaling operations to a broader global audience. Although to be perfectly honest I'm not sure I would every want people to be able to 'virtually' enter my workshop studio as it is usually way too messy with a chaotic order that only I seem to understand.

4. Collaboration Over Competition
   Small businesses will be more easily and likely able to thrive in a collaborative economy than in a competitive one. Local artisan networks will hopefully form and flourish, providing mutual support and increasing visibility for businesses that focus on craftsmanship and localism. A collective approach to marketing, events, and partnerships (such as participating in farmers markets, local festivals, or artisan fairs) can help our small businesses to grow while still staying true to our local-first mindset.

5. Subscription and Direct-to-Consumer Models
   The subscription model will also continue to grow in popularity and ease of implementation, with artisan businesses offering curated monthly boxes featuring a selection of locally made products, allowing customers to experience a variety of Australian craftsmanship from their favourite brands. This model not only nurtures customer relationships but also reinforces the local-first narrative, offering our customers a chance to support small businesses on a recurring basis.

Platforms and tools that could help small artisan businesses cultivate a local-first mindset and business focus:

Shop Local Australia

• Description: Shop Local Australia is a platform dedicated to promoting and supporting Australian-owned small businesses by connecting them with customers seeking locally made products. It provides an online marketplace where businesses can showcase their offerings to an audience prioritizing Australian-made goods.

• How It Helps: This platform helps small businesses build visibility and attract customers who value shopping local. By fostering connections between artisans and community-minded buyers, Shop Local Australia strengthens local economies and encourages sustainable purchasing habits.

Brand South Australia or similar depending on your state

•  Description: Brand South Australia is the state's official marketing and promotional agency. It focuses on showcasing South Australia’s unique identity, businesses, and products, promoting local culture and talent both within the state and to international markets. The agency supports a diverse range of industries, including arts, food, tourism, and small businesses, with a strong emphasis on the authenticity of South Australian products and services.

• How It Helps: Promotes South Australian businesses and products to a broader audience, helping artisans and small businesses reach new customers. Strengthens local pride and community engagement by highlighting the value of locally made goods and services.

Shop Local SA or similar depending on your state

•  Description: Shop Local SA is a South Australian-focused platform that celebrates and promotes businesses within the state. It offers a curated directory and marketplace where customers can find high-quality, locally made products and services from South Australian businesses.

• How It Helps: For South Australian artisans, this platform is a powerful tool to reach a targeted local audience. It fosters community support by encouraging residents to prioritize purchasing from local producers, which directly benefits the state’s economy and strengthens ties within the community.

 The Make It Collective

 Artisan Collective Australia

• Description: Artisan Collective Australia is an online marketplace that connects and supports local Australian artisans by providing a dedicated platform to showcase and sell handmade and bespoke products. Originally created during the pandemic to assist Sydney-based artisans impacted by market closures, it has since grown into a thriving community-focused business, celebrating authentic, locally crafted goods.

• How it Helps: The platform empowers small artisan businesses by offering them visibility through virtual markets, a dedicated e-commerce website, and community resources. It helps artisans expand their reach while emphasizing the value of handmade, ethical, and small-batch production, fostering a collaborative environment for creators to grow and thrive.

Made It

• Description: Made It is an Australian online marketplace dedicated to handmade, vintage, and artisan goods. It provides a platform for local makers, crafters, and artisans to sell directly to customers within Australia.
• How It Helps: Made It emphasizes supporting local artisans and promoting Australian craftsmanship. By listing products here, small businesses can align their products with the Australian handmade ethos, ensuring they reach customers who prioritize locally crafted items.

In an increasingly globalized world, small Australian artisan businesses have a unique opportunity to thrive by cultivating a local-first mindset. This approach emphasizes weaving local culture into every aspect of the business—whether through product sourcing, marketing, or customer engagement. By prioritizing authenticity, sustainability, and community connections, small businesses can create products that resonate deeply with consumers seeking meaningful, ethically made offerings.

Adopting a local-first mindset doesn’t mean turning away from global markets; instead, it allows businesses to stay grounded in their local roots while remaining flexible and scalable in a competitive global environment. As technology advances and e-commerce becomes more interconnected, small Australian artisans can leverage local-first strategies and Australian-owned platforms to strengthen community bonds, support local economies, and position themselves as leaders in craftsmanship, sustainability, and innovation. In doing so, we can create a lasting impact both locally and globally—ensuring their values and products are celebrated far and wide.