Ana Viñuela Lorenzo

I started very young with watercolour and oil painting and then fire enamel and porcelain painting. I discovered glass at the National Glass Foundation (FCNV) located in La Granja (Spain) and trained also at Vitra with the Corning Museum team. I worked with glass producing unique objects and short collections, as well as pieces for everyday use and decoration, sculptures, and sometimes contemporary jewels. Until today I work partially, for commissions and for international fairs.

At the creative level, I am influenced by ancestral cultures and their creative processes, as well as the processes and aesthetics that nature offers us. I use Bullseye, Murano, and borosilicate glass, produced in the oven and with a torch.

My business objectives are:

• I wish to consolidate my brand and work permanently in crafts.
• Reach clients in galleries and interior design studios who are after unique pieces.
• Collaborate with other sectors in the development of new products.
• Find sales channels and customers in the Nordic, Swiss, Asian markets, especially the Japanese.

My learnings from the Crafting Business Programme:

I came to this program with a product and experience, but with erratic management at all levels. I learned to think as a “company” and to strengthen the value of my product and mine as a craftsperson.

To see the importance of good economic management, to plan medium and long-term objectives, to have basic notions of the benefits of good marketing and good digitization. I have known more tools to internationalize.

Above all, I have come to have a global image, of what can help my company to establish itself and grow, for whom, how, with whom and where.

My 5 top tips that I have learnt on this journey:

1. Set concrete goals, slowly but surely.
2. Think that your company is half creation, half management. Surround yourself with experts to help you.
3. The world is there waiting for your product, tell your story, make yourself known, take advantage of marketing, digitization, and internationalization.
4. Give value to your ability and your creation and put a fair price on your work.
5. Keep training and collaborate with other guilds and cultures, everything adds up and enriches you and your product.