On 11 July, the annual LAMPA Conversation Festival took place in Cēsis, where experts, crafts sector representatives and cultural heritage keepers gathered for the discussion “Why are they talked about worldwide, but we are not? Geographical indications for craftspeople as a gateway to an elite club”. The discussion focused on how Latvian craft products can gain greater international visibility and the role that geographical indications for craft and industrial products (CIGIs) can play in this process.
The discussion, organised by the Patent Office of the Republic of Latvia (LPO) and the Latvian National Centre for Culture, brought together Ieva Paula Drekslere, Director of the Trademark and Industrial Design Department at the Patent Office; Linda Rubena, Folk Applied Arts Expert at the Latvian National Centre for Culture; Guntis Ādamsons, Managing Director and co-owner of Vaidava Ceramics; and Olga Rinkus, Director of the Carnikava Local History Centre. The discussion was moderated by cultural journalist Henrieta Verhoustinska.
Speaking about the international visibility of Latvian craftsmanship, Ieva Paula Drekslere noted that the European system of CIGIs is still in its early stages of development. However, in today’s fast-moving information environment, achieving recognition no longer requires decades or even centuries. Linda Rubena added that Latvian craftsmanship had already gained international acclaim during the 1930s, but that opportunities to gain visibility today are significantly greater. In her view, Latvia has many craft traditions and products that could potentially qualify for CIGI protection in the future, and valuable lessons can be learned from the experiences of other European countries.
Guntis Ādamsons spoke about the practical value of protected IP, sharing Vaidava Ceramics’ journey towards broader recognition. He highlighted that authenticity and hand craftsmanship have enabled the company’s products to reach customers not only in Latvia but also in the United States, South Korea, and Australia. As hand-made products become increasingly exclusive, craftsmanship itself has become a significant competitive advantage, he emphasised.
The participants of the discussion agreed that the power of a place name lies in its ability to tell a story about origin. Consumers are increasingly interested in where a product comes from, who created it and what traditions it represents. For this reason, GIs can become a valuable asset not only for craftspeople but also for entire regions.
The issue of self-confidence was also highlighted as a key factor. Ieva Paula Drekslere noted that Latvian producers should place greater value on their products and make more active use of the fact that they are made in Latvia. Participants observed that the greatest obstacle is often not a lack of quality or tradition, but rather insufficient confidence in one’s own capabilities and the reluctance to promote one’s achievements.
Collaboration was identified as one of the main prerequisites for achieving international recognition. Linda Rubena stressed that craftspeople and representatives of related fields must learn to work together and develop a collective story, as breaking into the global market alone is far more difficult. At the same time, all participants agreed that no mark, name or marketing campaign can replace the most important element of all: quality.
The discussion also addressed the role of CIGIs in preserving cultural heritage. Olga Rinkus pointed out that they can help increase awareness and create new opportunities for organising significant cultural events. Linda Rubena added that such status can serve as an additional incentive to preserve traditional skills, while raising an important question: whether the younger generation will be willing to continue these traditions.
In conclusion, the participants agreed that Latvia is rich in stories, high-quality products and traditions. The greater challenge is believing in the value of what has been created and communicating that value with confidence. To make Latvian craft products internationally recognised, stronger self-confidence, closer cooperation, targeted support and a willingness to proudly highlight their origins are needed. As the participants concluded, if we do not speak about our own values, the world will not discover them on its own.