Words: Maria Martinho
Photos: Catarina Jesus (first), Rute Leonardo (second)
It was while living abroad that Filipa Belo decided to create a platform to give visibility to contemporary artisanship. Through communication, culture and tourism, she brings artisans and audiences together, blending tradition with innovation. Welcome to Portugal Manual.
Q: How did the Portugal Manual platform come about?
A: A Portugal Manual was founded in 2018, while I was still living in Brasilia, Brazil, working as a communications and marketing consultant. Living outside Portugal gave me the opportunity to observe initiatives that promoted artisanship as part of a country’s cultural and economic identity. I saw how design and manual skills could be valued as agents of change, repositioning craft as something relevant and desirable in the contemporary market.
At the same time, I realised that in Portugal, artisanship was still often viewed as stagnant — often reduced to tourist souvenirs. But the reality was different: there was a new generation of artisans and independent brands reviving traditional techniques with a fresh, innovative approach. However, what was missing was a space to showcase these creators and connect them with an audience that truly values handmade work. That’s when I decided to launch Portugal Manual, the first Portuguese platform dedicated to promoting a new wave of Portuguese artisanship.
Q: With what purpose?
A: The aim was to build an ecosystem that values handmade production — not just as a product, but as a narrative. From the outset, the platform had a clear mission: to show that artisanship is not only about tradition, but also about the future. It’s about creating opportunities for emerging artisans and independent brands, strengthening their presence in the market and championing the authenticity of items that are “handmade”.
Q: How many brands are represented in the project?
A: Today Portugal Manual brings together more than 80 brands and creators who work with materials such as ceramics, textiles, wood, jewellery, stone, plaster, and glass. We prioritise brands that combine quality, innovation and respect for traditional techniques, ensuring ethical and sustainable production. The focus is on contemporary, personalised and unique pieces that support a sustainable creative economy.
We also encourage direct encounters between artisans and the public through exhibitions, consultancy, and projects specialising in creative tourism — such as Curated Cultural Experiences, which promotes a return to manual work through a curated selection of artistic and author-led experiences across mainland Portugal and islands. Portugal Manual is also an open portfolio for anyone looking to discover the best in handmade Portuguese production. That’s why, in addition to the platform, we launched the Portugal Manual Podcast, — the first in Portugal entirely dedicated to showcasing the behind-the-scenes of the artisan sector and the stories behind the artisans’ hands.
Q: How are your services organised, and who are they aimed at?
A: Portugal Manual operates across four major areas: cultural, commercial, content production, and creative tourism and consultancy. Our audience ranges from emerging artisans looking to professionalise their work and expand their markets, to companies and institutions interested in collaborations within the fields of design and craft.
Q: What still needs to be done to promote national talent?
A: There are still challenges in how craft is perceived as a cultural and artistic expression. We need more platforms that offer international visibility, government incentives to support small producers and a change in the consumer mindset, as many still compare handmade items with mass-produced goods. Another critical issue is the transmission of knowledge between generations. Many traditional techniques are at risk of disappearing, which highlights the importance of support programmes to preserve these skills, such as our Volunteer Programme.
Q: How does the programme work?
A: The Manual Portugal Volunteering & Step into the Future Programme aims to connect traditional artisans with a network of people who offer their time and expertise in various areas, from digital marketing to product photography. This initiative addresses specific challenges faced by artisans, providing support that enables them to continue their professional practice while innovating and adapting to the contemporary market.
Q: Where can we find you?
A: We take part in national and international events, as well as holding our own exhibitions, which we promote through our channels. In addition, we have a physical space in partnership with A Vida Portuguesa — Depozito, where more than 40 of our brands are represented. You can also find us online at our website and on social media.
Q: How do you see the future of this platform? What new developments are on the way?
A: In the coming years, our aim is to strengthen our work as content creators, whether through the Portugal Manual Podcast, the creation of new narratives around the sector or the production of materials for institutional partners. We believe that valuing handmade work depends on storytelling, and we want to deepen this focus by developing formats that allow these stories to be told in engaging ways and be accessible to new audiences.
Another key area for our growth is consultancy for companies and institutions looking to integrate artisanship into their product, communication or retail strategies. We have been working with brands, local authorities and cultural organisations, helping them structure projects that promote handmade work, whether through collaborations with artisans/artists, exhibitions or the development of new products. We are also building a network of service providers specialising in digital communication to support our own projects and those of the artisans, artists, and brands that are part of Portugal Manual.
We look to the future with confidence that Portuguese artisanship is undergoing a transformation, and Portugal Manual wants to remain an active platform in this change — connecting artisans, artists, brands and new audiences in an authentic and sustainable way.
