Small-scale artisans create unique, high-quality products, but many struggle to reach customers beyond their local communities. Jonathan Charrier Montreal, founder of Charrier Global Imports, has spent years connecting artisans from Europe, South America, and Africa with buyers in North America. Through his experience traveling to workshops, cooperatives, and vineyards, he has learned what it takes to bring small-scale goods to a global audience.
“On my first trip to Peru, I met a weaving cooperative making textiles by hand for generations,” Charrier says. “They had incredible skill, but no one outside their town knew about them. I helped them connect with shops in Montreal, and suddenly their work reached thousands of people.”
This article explores practical strategies artisans can use to reach global markets, based on insights from John Charrier’s experience in the import business.
Understanding the Global Market
The first step for any artisan is to understand who their potential customers are. Global buyers look for quality, uniqueness, and authenticity. They want products that tell a story and stand out from mass-produced items.
John Charrier emphasizes knowing the audience. “I once brought a Moroccan spice blend to a Canadian store. The store owner loved it, but the initial batch didn’t sell because the flavor was unfamiliar to locals. I suggested including a small recipe card with usage tips. That simple change doubled sales in a week.”
Statistics show that consumers increasingly value authenticity. According to Nielsen, 73 percent of global consumers are willing to pay more for products from companies committed to social and environmental responsibility. Artisans who can show how their products are made and why they matter will capture attention faster.
Building Strong Supplier Relationships
Even if artisans can produce excellent goods, reaching global markets often requires partnerships. Working with importers, distributors, or boutique stores can open doors that would otherwise remain closed.
“Trust is key,” says Charrier. “I met a chocolate maker in Brazil whose products were amazing. I started small, ordering a few boxes and visiting their workshop in person. Showing interest in their process and ensuring fair payment built a long-term relationship. Today, their chocolate is sold across North America.”
For artisans, building relationships means being reliable, transparent, and communicative. Providing clear information about production timelines, shipping capacities, and quality standards helps international partners plan and trust the artisan’s work.
Leveraging Storytelling
Storytelling is a powerful tool for reaching global customers. Every artisan has a story behind their craft. Sharing that story makes products more appealing and adds value beyond the item itself.
Charrier recalls a visit to a women’s cooperative in Morocco. “They were producing beautiful hand-woven rugs, but no one outside their village knew about them. We created a small booklet describing the women’s history, the techniques used, and the cultural significance of each design. Customers were more willing to pay premium prices because they understood the work behind each rug.”
Artisans can use photos, videos, and written stories to communicate the history and care behind their products. Even small gestures, like including a note in the packaging about the maker, can make a difference.
Practical Steps for Accessing Global Markets
There are concrete steps artisans can take to reach international buyers:
- Research Target Markets – Identify regions where similar products are popular. Understand local preferences and buying habits.
- Partner With Importers or Distributors – Small-scale artisans often cannot handle large shipping logistics alone. Trusted partners can manage customs, shipping, and retail placement.
- Focus on Quality and Consistency – High-quality goods build reputation. Artisans should ensure consistent production and packaging standards.
- Tell a Compelling Story – Highlight the people, process, and culture behind the product. Storytelling can justify higher prices and create loyalty.
- Start Small, Scale Gradually – Test products in one or two international markets before expanding. This reduces risk and allows for adjustments.
Using Technology for Connections
While the process is personal, technology helps artisans reach buyers. Online marketplaces, video calls, and social media allow initial introductions and presentations without the cost of international travel.
Charrier points out, “When I first met a Peruvian textile cooperative, we started by sending photos and videos of their work. It wasn’t enough for the first order, but it helped the buyer feel confident enough to place a small trial order. That’s how relationships grow.”
Even simple online tools can facilitate payments, track shipments, and provide product information to partners. Artisans should use them to complement personal connections, not replace them.
Supporting Fair Trade and Sustainability
Global buyers increasingly care about ethical sourcing. Products that are sustainably made and fairly compensated resonate more with conscious consumers.
“Every artisan I work with knows that fair pay is non-negotiable,” says Charrier. “I’ve seen producers struggle when buyers undervalue their work. Ensuring they are fairly compensated creates loyalty and helps maintain quality.”
Consumers are more likely to return to brands that respect the people behind the products. Artisans who embrace transparency in sourcing and production will build stronger, long-lasting demand.
Conclusion
Small-scale artisans can succeed in global markets with the right approach. Understanding the target audience, building reliable partnerships, telling compelling stories, and maintaining quality are key steps. Technology can support connections, while fair trade practices add credibility and trust.
Jonathan Charrier’s experience demonstrates that even small producers can reach international buyers when they combine skill, story, and strategy. “I’ve seen a tiny cooperative in Morocco go from local markets to selling in North America,” he says. “It’s all about patience, connection, and showing the world why your work matters.”
Artisans who take these lessons seriously can not only expand their business but also share their culture and craft with people across the globe.
Pallavi Singal is the Vice President of Content at ztudium, where she leads innovative content strategies and oversees the development of high-impact editorial initiatives. With a strong background in digital media and a passion for storytelling, Pallavi plays a pivotal role in scaling the content operations for ztudium’s platforms, including Businessabc, Citiesabc, and IntelligentHQ, Wisdomia.ai, MStores, and many others. Her expertise spans content creation, SEO, and digital marketing, driving engagement and growth across multiple channels. Pallavi’s work is characterised by a keen insight into emerging trends in business, technologies like AI, blockchain, metaverse and others, and society, making her a trusted voice in the industry.
