Clay as a Business: What Comes First?

There is a belief that if you choose a job you love, you'll never work a day in your life. Well, probably it's not about selling your own handmade art.

Today, being an artist means much more than simply having talent or a unique vision. You have to manage hundreds of things. That's what makes small creative businesses so fascinating – behind every step, from creating it to handing the finished piece to its new owner, there's usually one person doing it all.

One of those businesses is ClayProducts Shop, a small handmade ceramics brand founded by Serhii Martynko. In this small company, Serhii is the potter, the marketer, the packer, and the delivery guy – all at once.

What makes his story even more special is that, besides being a trained potter, he also holds degrees in engineering and marketing. We asked Serhii how these three professions come together in his creative journey.

Serhii, with degrees in engineering and marketing, you could have chosen to create and sell any kind of high-tech product. Why did you choose clay and pottery – one of the oldest crafts?

Serhii Martynko: I grew up in a region where pottery has always been a part of local culture – in Dnipro, Ukraine. Since childhood, I was fascinated by how a piece of clay can become a work of art. So it felt natural to make it my life's work.

As for technology, it has a place even in ancient crafts like pottery. Technology should make life better for the final user. If it makes production easier but harms the product's quality or eco-friendliness, then it's not good technology.

Do you remember what you sold for the first time?

S.M.: Yes, it was a water jug.

In the beginning, I only sold at small fairs in Ukraine. It didn't bring much money, but it was rewarding to get paid for something I made with my own hands.

Did you realize at that moment that pottery could actually be a business?

S.M.: Yes, that was the turning point. I started treating it as a real business – calculating costs, planning marketing strategies. Studying this at university is one thing, but putting it into practice is something completely different. I was deeply passionate about it and cared about every little detail.

There's a lot of competition in pottery. How do you stand out? What makes your work unique?

S.M.: There is competition as in any field, but it's not like competing in mass production. Here, every piece is a kind of art. Competing with other artists actually feels good – you learn what people love and what inspires them.

When I moved to the U.S., I realized that some of the techniques I use are quite rare here. For example, not a lot of people in the world use the milk firing technique to finish ceramics. That became my signature – I don't use any chemicals, so my pieces are 100% eco-friendly. People really appreciate that.

Also, I focus a lot on customer service. Sometimes, a piece gets broken during shipping. I always replace it for free. It's expensive, but service matters most. My clients often recommend me to their friends – that's the best kind of reward.

Which sales channels work best for you – social media, Etsy, or even word of mouth?

S.M.: Etsy is unbeatable – it brings the most sales. I also use social media, eBay and my own website.

Once, I felt how word of mouth works. A woman bought a mug from me and shared my shop link on her Twitter page that same day. Within two days, I got over 20 new orders! It was so touching.

Of course, there are also offline options – fairs, exhibitions, art events. They're great for meeting people, seeing their reactions, understanding their tastes and needs better.

Your works are used not only in Ukrainian restaurants but also in places around the world. Did you ever imagine reaching that level?

S.M.: Not really. Customers don't always tell me where they plan to use my pottery, but I know that some of my pieces are in restaurants in Poland, Canada, the U.S., and of course, Ukraine. I never set it as a goal – it just happened naturally, and it's been an amazing experience.

When you sit down at the potter's wheel, what do you think about first – art or business?

S.M.: Art, always. That's where it all started. It leads me through life.

Would you ever trade your unique, handmade work for mass production, so more people could have your pottery at home?

S.M.: No. Mass production doesn't bring the same joy as working by hand. My clients feel that too.

Mass-made things are easy to get – I choose uniqueness.

Do you think people's attitudes toward handmade, eco-friendly products are changing?

S.M.: Yes, people are beginning to appreciate quality and uniqueness more. Mass production makes things cheaper, but it often lacks soul.

What inspires you most and how do you deal with creative blocks or slow sales?

S.M.: Reading my customers' reviews inspires me most – they're always so heartfelt and sincere.

When sales slow down, I use that time to develop something new. I look for inspiration on Pinterest, or visit museums and exhibitions.

Sometimes, I just go out into nature – watching landscapes, soft lines, natural shapes. Whatever we create with our hands, the idea always comes from nature, though we often forget that.

Since most of my pieces are for the kitchen, I also find inspiration in cooking and sharing meals. Watching people at the table – talking, enjoying good food slowly – that's my favorite kind of meditation.

What's your goal in the U.S.? What would you like to bring here as a potter?

S.M.: I believe sharing knowledge always helps everyone grow. I'd love to introduce more people to Ukrainian pottery traditions and also keep learning from other artists. Creativity is constant self-development.

My dream is to open a pottery school here – for adults and kids. Working with clay is incredibly therapeutic. It helps children develop, and it's a great way for adults to manage stress.

So, if you've ever wanted to try pottery and are looking for someone to guide you through the magic of clay – you're always welcome.

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