Authentica opened the first of its two shops last week, and this post is a quick statement of what occurred to me while looking across the shop once all the displays were set up. Back in early June I thought that two words simultaneously riffing off the concept of creative destruction, and our two decades of practicing entrepreneurial conservation, was enough of a tag line for saying what we are doing.

But now three more words seem worthy of adding to the mix. Because across this room it is clear that the pursuit of creative conservation is contextual and very specific; we are doing this all for artisans. I do not mean that just in the sense that we are completely motivated to do what Authentica is doing, for the sake of artisans, though that is true. The variety of items on display–colorful totems of Costa Rica’s culture, design-forward textiles, sensuous ceramics and turned wood objects, specialty coffees and artisanal chocolates–made clear now that Authentica should be more explicit. Say clearly that all proceeds from every sale in Authentica get reinvested back into building a better economy for artisans.  Maybe it can be said in fewer than five words, the way 100% Forward says all that Organikos needs to say. Brevity is the soul of wit, and wit is a powerful currency. I will work on it in the days to come.