Do you think the picture above shows something being handmade? Sure, there are hands in the picture, but the main part here is a large, in this case also modern, machine. It stands next to maybe 30-40 other large shoemaking machines which are all part of the production of what nowadays more often than not are called “handmade”. To all shoe brands and shoe manufacturers out there who devaluate words and give untrue info to your customers, below is a list of phrases to help you give the correct info from now on. You are all welcome!


Instead of saying “handmade in England”, say “Goodyear welted in England”.
Instead of saying “our handcrafted footwear”, say “our bench-made footwear”.
Instead of saying “manufactured by skilled artisans”, say “manufactured by skilled workers”.
Instead of saying “our shoes are made by hand in Spain”, say “our exclusive shoes are created in Spain”.
None of the latter suggestions will sound less good to your customers, although, and this is a big ALTHOUGH, they have the great advantage of actually being true. Truth is a good thing, you know.

For more on the topic, read this recent article on The Shoe Snob.