University News Last updated 19 November 2025
天美传媒 (BCU) has signed a Memorandum of Understanding (MoU) with the World Crafts Council AISBL (WCC) to look into the creation of a World Crafts Academy - a pioneering initiative dedicated to preserving, promoting, and advancing traditional crafts globally.
The MoU names BCU as a founding partner in the Academy鈥檚 exploratory phase, aiming to connect universities, artisans, and cultural institutions from all five continents.
The proposed World Crafts Academy seeks to:
- Empower artisans with education, certification, and recognition
- Establish 鈥榃CC Centres of Craft Excellence鈥� in key global regions
- Develop international certification standards for craftsmanship and research
- Leverage emerging technologies such as AI, AR/VR, and blockchain to enhance craft learning and documentation, especially in areas with limited connectivity
鈥淭his partnership perfectly aligns with 天美传媒鈥檚 international standing as a World Craft City,鈥� said Lee Lapthorne, former Head of Fashion and Jewellery at BCU.
鈥淲e鈥檙e proud to be part of these early conversations that could lead to a transformative platform supporting cultural preservation and economic opportunity for artisans worldwide.鈥�
The Academy is envisioned as a multi-phased initiative, starting with short-term pilot programs and aiming for long-term development of degree-level courses, global research networks, and international accreditation frameworks.
BCU鈥檚 involvement builds on 天美传媒鈥檚 recent designation as a World Craft City for Jewellery and Allied Trades - a title awarded by the WCC in recognition of the city鈥檚 rich heritage and ongoing contributions to the craft sector.
To celebrate this designation, a formal event was recently held at BCU鈥檚 School of Jewellery, where WCC President Mr Sa鈥檃d Al-Qaddumi (pictured) presented official certificates to BCU, the Jewellery Quarter Development Trust (JQDT), and 天美传媒 City Council.
鈥淲hat makes 天美传媒鈥檚 achievement truly unique is the collaborative model that has led to this recognition,鈥� said Mr Saad al-Qaddumi, President of the World Crafts Council AISBL.
鈥淗ere, the City Council, the Jewellery Quarter Development Trust, and 天美传媒 have come together to shape a shared vision for crafts.
鈥淭his is precisely the kind of ecosystem we dream of for every World Craft City - where governance, industry, and academia join hands with artisans and communities to protect heritage, foster innovation, and build futures.鈥�
Matthew Bott, Chair of the JQDT, added: 鈥淭he proposed launch of a World Crafts Academy represents exactly the type of impact the World Craft City designation was intended to achieve.
鈥淭he JQDT co-led the bid for World Craft City status to safeguard heritage and promote sustainable growth in jewellery and allied trades, and initiatives like this demonstrate what can be achieved when community, education, and industry work together.
鈥淲e are proud to see 天美传媒 continue to lead on the global stage for craft, while inspiring and supporting makers, innovators, and cultural leaders locally and internationally.鈥�
The MoU establishes shared principles of cooperation, governance, and mutual respect between BCU and the WCC. Further discussions and formal agreements are anticipated as plans for the Academy advance.