Trade mark

 

Why the brand name »Idrija lace«? Because we know that for the development and prosperity of both society and individuals, the quality of the product itself is simply not enough. Selling a generic product that is made by hard-working skilful hands does not yet bring the desired reputation or the planned profit. Both can be achieved by carefully planned marketing, based on the development and enforcement of strong and proper brands. A strong brand is a symbol of added value, built into every single product, may it be the result of traditional craft and ethnological heritage or the latest web technology and modern design.

 

Lace produced in Idrija is now appreciated as an ethnological, cultural, technological and handcrafted treasure to be preserved. Not in a passive way, by preserving it in museums and only rarely putting it on display! All who are now dealing with the marketing of nations, regions and cities know that its potential is much greater, especially because it can be maintained as a living tradition. As such, Idrija lace can be actively exploited for the competitive advantages of the development of individuals, businesses, the town of Idrija, the Idrija region and the state of Slovenia. The Idrija lace tradition is a a source of an immense tradition and knowledge and has a wide-reaching impact on many other areas. All this can only be done with the use and implementation of the concept of the brand – a product called Idrija lace.

Idrija lace is a carefully chosen brand name that stands for high-quality lace, made by the skilful hands of the lacemakers from the Idrija region, with an additional sense of creative contemporary design.

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