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We love customisation…

It makes things feel personal — like a little piece of you.
It strips away the boring and brings the excitement in.

It can be:

Creative

Stylish

or Sentimental

But there are still prized possessions that have barely been touched by customisation.

Objects we use every day. Objects we care about.
Yet somehow, they’ve remained… painfully ordinary.

One Russian company noticed this — and decided to redesign something that’s famously known for being mundane.

Chessboards!♟️

But not the kind you’re used to.

Instead of the classic black-and-white setup, this company handcrafts each board from individual wooden cubes, sealing them in epoxy resin to create something that feels more like art than a game set.

Every board can be customised — from colour combinations to added features like LED lighting — turning a traditionally functional object into a true statement piece.

Challenges🤔

As striking as the idea is, it doesn’t come without challenges.

Customisation is a double-edged sword. When customers have very personal and specific visions, meeting every expectation perfectly becomes difficult — especially when taste is subjective.

There’s also the question of scale. Each chessboard is handmade, which adds to its charm, but that craftsmanship is time-intensive and physically demanding. Growing the business without compromising quality could prove to be the real checkmate.

Food for thought💭

• Customisation creates emotional value, but increases complexity. The more personal the product, the harder it is to standardise expectations and deliver consistently.

• Craftsmanship is a differentiator — and a bottleneck. What makes the product special may also be what limits its ability to scale.

• Premium products need a premium story. When functionality is unchanged, design, narrative, and experience become the real reasons customers buy.

Till next time,

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Thank you!