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February 3, 2023

Worcester Center for Crafts rebrands its retail store

Photo | Courtesy of Studio Jade The Worcester Center for Crafts retail store has rebranded.

The Worcester Center for Crafts on Sagamore Road has rebranded its retail component, formerly known as The Gallery Store, which showcases the work of local artists and artists across the country.

The rebranding changes the store’s name to Handcrafted and includes a new logo and a website refresh, according to a press release from Thursday press release from Worcester marketing firm Studio Jade.

Image | Courtesy of Studio Jade
Handcrafted's new logo

“Our new name, Handcrafted, describes our store perfectly. Everything in the store is handmade by artists from around the country, and each item is an original piece of art,” Elaine McKenna-Yeaw, executive director at WCC, said in the press release.

WCC is also home to the Krikorian Gallery, a prominent outlet for local artists and organizations to stage exhibitions.

The new name of Handcrafted differentiates the retail shop from the Krikorian Gallery and more accurately explains the nature of the shop, said Brittany Wong, CEO of Studio Jade. 

The Worcester Center for Crafts traces its roots back to 1856, making it one of Worcester’s oldest cultural institutions. 

In 2009, the organization began a partnership with Worcester State University. WCC provides studio space for WSU students and faculty and opportunities for interdisciplinary courses, as well as classes and internships related to nonprofit management and entrepreneurship, according to the WCC website.

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