Celticism and crafts: the myths and realities online

This paper explores notions of Celticism and its exploitation (or lack thereof) by those businesses involved in the production of handmade goods either explicitly in design and communication or implicitly working practices or marketing style. We invoke research on country-of-origin effect (COO effect) and nation branding and a link (or disjuncture) between such concepts and individual entrepreneur identity or personal brand within the context of a supranational brand of Celticism. We argue that this ephemeral Celtic brand is more powerful and complex than nation brand alone. Products and business practices evolved from the Celtic craft sector fit within a larger Creative Industries debate about cultural development and the knowledge economy. This paper draws from the authors’ previous research in Celtic crafts entrepreneurship and proposes further work to understand new forms of organisation and exchange as represented virtually. Although there is a ready and rich exchange economy for Celtic products of (sometimes) dubious authenticity or specific aesthetic value, we also posit that Celticism may also be usefully understood as a mode of creative and non-linear business/ marketing practice.