This chapter analyses a work placement scheme established to create the conditions to: (i) incubate new designs in the jewellery sector in Birmingham; (ii) support a jewellery company compete more effectively in the global market; and (iii) assist a newly qualified graduate jeweller to enter the jewellery sector. It uses concepts from: cultural-historical activity theory -"object"; workplace learning - "vocational practice"; and philosophy of mind -"space of reasons" to analyse the strategies and tactics used by (i) the organisations involved with the scheme to facilitate the incubation of the new designs, and (b) an aspiring jewellery designer to create a new product range. The chapter concludes with a discussion of the implications of this conceptual framework for current debates about: (i) practice-based learning; and (ii) occupational competence.