Weaving emotions: unraveling the emotional significance of Sri Lankan handloom artistry

Purpose This paper examines the socio-emotional identities of handloom artisans in Sri Lanka as a novel technique for new product development. Design/methodology/approach Qualitative research methods, including observational research and semi-structured interviews with 27 artisans from different handloom communities in Sri Lanka were conducted and analyzed in thematic approach. Findings By highlighting the maker of the craft through their socio-emotional identities in an artisan-oriented approach, this paper provides insight into new product development for handloom in alignment with up-and-coming trends. Ultimately, this can increase the demand for handloom and sustain the sector in both local and international fashion markets. Originality/value This research study is one of the first of its kind to propose a novel approach for artisan-oriented product development through the application of artisans’ socio-emotional identities.