Craft is no longer something to be viewed through the rose tinted glasses of William Morris and John Ruskin. The possibilities afforded by digital technologies have opened up wide, new avenues that will enable the UK to achieve new meanings in craft. However, the UK craft sector is not well placed to receive these new possibilities, nor is the design sector. We must challenge the inverse snobbery of the “craftistas” who turn their noses up at the thought that technology can a