2024 – It’s a Wrap. At CRUSH, We Live What We Do

This year has brought challenges that tested both our capacity as a team and the essence of who we are and why we do what we do. Overcoming them required some technique and strategy but, above all, living through them with honesty, understanding them, and transforming them into lessons that deepen our connection to our craft.

One of the biggest challenges has been looking towards the future while keeping our past alive. The generational shift in craftsmanship isn’t just a technical issue; it’s about preserving the soul of a trade. Seeing young people like Rubén embrace this work as a way of life is inspiring, but it also reminds us of the importance of passing down this knowledge with care and passion.

This year also led us to open our doors to the world in exciting and challenging ways. In the B2B space, our first commercial experience in Singapore was a significant step toward global trade. Additionally, participating in the ILM Offenbach Trade Show allowed us to connect with industry professionals in that area, exchange ideas, and share our artisanal vision. At the same time, events like Bazaar Berlin and the two editions of Rec Stores gave us the chance to engage directly with our end customers. Listening to their stories and seeing their reactions as they discovered our products reminded us that it’s not just about the leather, the cuts, or the finishes—it’s about the emotions we create through what we do.

Another transformative aspect was integrating technology into our operations. When incorporating Artificial Intelligence tools into management, we asked ourselves whether this might dilute our artisanal essence. However, we discovered that when used purposefully, technology can be an ally, allowing us to focus on what truly matters: creating, connecting, and caring for those who choose CRUSH.

Sustainability remained a cornerstone of our journey. From maintaining plastic-free packaging to carefully selecting every material, this year challenged us to innovate while staying true to our values. Launching new models like the Jarana tote demonstrated that quality, design, and responsibility can go hand in hand.

Perhaps the most valuable realization has been the importance of “stopping and observing.” In a world that moves faster and faster, we made it a point to appreciate the small moments: spontaneous laughter in the workshop, a coffee after a long day, or a heartfelt message from a customer thanking us for “a simple detail” like a handwritten note.

2024 leaves us with the certainty that every challenge has been an opportunity to grow and reaffirm who we are. “Living what we do” isn’t just a phrase; it’s how we approach each day. And that makes us stronger, more human, and closer to those who believe in us.