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Handmade crafts bringing happiness around the world

Article - April 17, 2023

Being in contact with customers and listening to feedback has allowed Clover’s products and services to evolve and become well loved by many consumers both inside and outside of Japan.


As a manufacturer of handicrafts, Clover proudly offers a wide range of knitting, sewing, patchwork quilting, and DIY tools that appeal to everyone, from beginners to experts.

“From the perspective of the handmade industry in which we find ourselves, we hope that many people continue to enjoy making crafts. Our company operates under the corporate philosophy of ‘making people around the world happy through handmade crafts’,” says Tomoki Okada, President of Clover. “We hope to enrich your lives not only by making tools and materials for enjoying handmade crafts, but also by providing information through our workshops, website, and social media sites.”

Today, the handicraft market is a growing segment, with many people seeking relaxing activities as a means to escape the hustle and bustle of everyday life. And Clover is taking various measures to appeal to a more diverse range of people in order to be a part of this growing market.

“There are three important strategies here, one of them is to appeal to young people. We are trying to make our designs and products more attractive for them. We use social media sites such as Instagram to promote products that look and feel appealing to the younger generation,” says Mr. Okada. “Second, we would like to expand the scope of the handmade crafts we work with, and develop and sell DIY-related products, etc., as well as existing categories, in an effort to bring the enjoyment of handicraft products to as many people as possible. Third, in order to increase opportunities for people to come into contact with handicrafts, we exhibit at many events around the world where many consumers gather, including in Japan, the U.S., Europe, and Asia.”