An evening among artisans: turning craftsmanship into a brand
Key takeaways: on 28 May 2026, I gathered a dozen Loire artisans in my father's workshop, in Saint-Just-en-Chevalet, to answer one question: how do you turn your craftsmanship into a brand that attracts the right clients? The full account is available in French.
Back to the source
I am the heir of a line of artisans settled in Saint-Just-en-Chevalet since 1838. My father, Jean-Michel Brissay-Châtre, is a mattress maker. Growing up in that workshop taught me one thing: craftsmanship is not what's missing in our countryside. What's missing, more often, is visibility. That gap is exactly what I work on today with Auréa.
An evening about being seen
For over an hour, we explored four levers to help an excellent artisan get found and chosen, especially when attracting high-end clients: brand identity, online presence, client experience and artificial intelligence. We also looked at why a generic WordPress site quietly loses clients, and how to tell your story without reciting it. The full account, with concrete examples, is available in the French version of this article.
The press covered it
Two newspapers reported on the evening after an interview, without attending in person: *Le Progrès* (Chantal Berthier, 30 May) and *Le Pays Roannais* (9 June). Read the Progrès article · Read the Pays Roannais article
Want to do the same with your own workshop? Here's how a craftsman lands an article in the local press.
What's next?
This first evening calls for more. If you're an artisan and your work deserves to be seen, let's talk.
