No Serial Number magazine quarterly publication about eco-friendly and heritage crafts. We tell stories of crafters and artists around the world.
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Tell us about your company
No Serial Number is a quarterly magazine (print and digital) about eco-friendly and heritage crafts. We tell stories of crafters and artists around the world with particular attention to the techniques and materials they use. We try to strike a good balance between complex and everyday crafts with environmental sustainability as the common thread uniting the eclectic features of the magazine.
No Serial Number magazine contains various sections such as the Traditional Arts, Trades and Crafts, Innovative and Traditional Textiles (with a regular feature about eco printing and natural dyeing), The Sustainable Fashion Photoshoot, Home Chronicles (Home Decor), Kitchen Chronicles, Travel Chronicles, the Multifunctional Garden (with a recipe) and Various Diaries of Projects and Initiatives related to Nature, the Arts, and the Community.We are based in London (UK) and are planning to start running workshops soon. The spring 2017 issue is our 4th print issue and
We are based in London (UK) and are planning to start running workshops soon. The spring 2017 issue is our 4th print issue and 7th digital issue.
Tell us about your background
The magazine is the result of the effort of a family, sisters Francesca and Alessandra and their mum, Rosa.
Rosa is a retired teacher and avid knitter and crocheter who has published scholastic books and now works as a consultant for various cultural projects in Italy. She organized, for example, the ‘Toy Factory’ (a children’s playground where children could experience various traditional crafts, puppetry making, felting, basket making etc.) at the Caffeina Christmas Village (with 2 million followers on Facebook).
After many years working as a retail manager in the fashion industry Francesca decided to leave that world as she became more and more disheartened by what the fashion business has become, “it is not about the customer experience anymore, but it is all about how much money can be made” she repeats all the time. This pushed her out of her comfort zone and decided to start a magazine together as a family.Alessandra became involved in natural crafts after her children, by pure chance, started attending a local Waldorf Steiner nursery.
As the children were experiencing a very different type of education at the nursery, Alessandra got together with other mums to make natural crafts more accessible to the local community with her group Natural Crafts.
She found that crafts such as weaving, felting, book-binding, basketry-making, the making of natural colours, paper making, pottery, embroidery, woodworking and anything relating to making something from scratch with our hands yield more value than what initially meets the eye. These crafts can help develop a sense of how everyday objects such as bowls, clothes, mats, pens, papers etc. were (and indeed could still be) the result of a physical relationship between us and our environment. Making one’s own clothes can trigger those questions, who made my clothes? And in what conditions? And make us more conscious of our future choices as consumers.
After meeting with Michela Pasini, a well-known Italian eco-printer and eco-dyer, and after participating in a few crafts fairs and workshops in collaboration with Michela, Alessandra, Rosa and Francesca decided to start a magazine about all sustainable creative realities to share knowledge, experiences and to encourage a more eco-friendly lifestyle.
We are planning events and workshops in London. We started from nowhere, with no initial investment and have now a team (writers, translators, and a graphic designer). We hope to increase our reach and employ more people to increase our family. We hope to collaborate with more and more like-minded businesses, bloggers, and artists.
What strategies were most helpful for you as you grew your green business?
We only grow organically via social media and word of mouth.
What are your favorite tools for success?
Be honest, stay informed, connect the local and the global.
What do you wish you had been told before starting your business?
We have still so much to learn! I think one of the things I would say is to continue to be alert, keep trying to find ways to reduce your impact, be prepared to change. We cannot be 100% sustainable but we have to try our best (e.g. packaging etc.)
Where can People Learn more about you?