The Art of Making Money: How to Start a Profitable Pottery Business

I say the most important thing you need is: passion, dedication, and a deep understanding of the craft. Starting a pottery business involves mastering techniques, understanding market trends, and perfecting clay recipes. Ensuring consistent quality and unique designs will set your brand apart when starting a pottery business.

Steps Involved

1 Sourcing Clay

One of the first things I consider when starting a pottery business is where to source my clay. It’s crucial to find a reliable supplier who offers high-quality clay suitable for the type of pottery I plan to produce. Whether I opt for local clay or imported varieties, ensuring consistency in quality is paramount.

2 Acquiring Equipment

Next, I think about the equipment. From pottery wheels to kilns, the right tools can make all the difference. I’d research various brands, read reviews, and maybe even visit a few studios to see the equipment in action. It’s also essential to consider the size of the kiln, especially if I’m planning to produce large batches.

3 Designing Pieces

Design is where the magic happens. I’d spend time sketching out ideas, experimenting with different shapes, and playing with textures. It’s essential to have a unique style or signature look that sets my pottery apart from others in the market.

4 Production

Once I have my designs, it’s time to get my hands dirty. I’d start with a prototype to see how the design translates from paper to clay. This stage involves molding the clay, drying it, and then firing it in the kiln. It’s a meticulous process, and attention to detail is crucial.

5 Glazing and Finishing

After firing, I’d focus on glazing. This step can transform a piece, adding color, texture, and shine. I’d experiment with different glazes to find the perfect finish for each design. It’s also essential to ensure that the glazes are food-safe if I’m making functional ware.

6 Marketing and Selling

Lastly, once I have a collection ready, I’d think about how to market and sell my pieces. Whether it’s setting up an online store, joining craft fairs, or collaborating with local boutiques, finding the right platform to showcase my work is crucial.

1 Sourcing Clay

Local Suppliers

When I first started in pottery, I realized the importance of finding a good local supplier. Local suppliers often have a variety of clays that are suited to the region’s climate and firing techniques. Plus, buying local can save on shipping costs and reduce the carbon footprint.

A concise overview of the types of clay suitable for different pottery projects

Pottery ItemRecommended Clay Types
CupsStoneware (durable, holds liquids well, microwave and dishwasher safe)
Plates and BowlsEarthenware (lightweight, smooth), Stoneware (durable), Porcelain (fine texture, translucent)
SculpturesEarthenware (smooth, decorative), Stoneware (durable, outdoor suitable), Raku Clay (for raku firing process)
TilesEarthenware (decorative wall tiles), Stoneware (durable for floor tiles)
Plant PotsTerracotta (porous, allows soil to breathe)
Large Decorative PiecesGroged Clay (added grit for strength)
Fine Detailed Work/JewelryPorcelain (fine texture for intricate details)
TeapotsStoneware (high temperature resistant), Porcelain (high temperature resistant, fine texture)

Online Retailers

The digital age has made it so much easier to source materials. There are numerous online retailers that offer a wide range of clays, from earthenware to porcelain. I often browse these sites to compare prices, read reviews, and sometimes discover unique clay blends that aren’t available locally.

Wild Clay

Some potters I know swear by wild clay, which is clay sourced directly from nature. It’s a bit of an adventure, digging up clay from riverbeds or construction sites, but it can be rewarding. Wild clay has a raw, natural quality that can bring a unique texture and feel to pottery pieces.

Specialty Shops

There are also specialty shops dedicated solely to pottery and ceramics. These stores not only carry clay but also a plethora of tools, glazes, and equipment. The staff are usually knowledgeable and can offer advice on the best type of clay for specific projects.

Art Schools and Universities

Art schools and universities with pottery programs often have a clay supply that they sell to students and sometimes to the public. It’s a great place to source clay, especially if I’m looking for large quantities at a discounted rate.

Clay Exchanges or Swaps

In the pottery community, it’s not uncommon for potters to organize clay exchanges or swaps. It’s a fantastic way to try out different types of clay without committing to a large purchase. Plus, it’s a great way to connect with fellow potters and share tips and techniques.

2 Acquiring Equipment

EquipmentApproximate CostStatus
Potter’s Wheel$500 – $1500Absolutely Necessary
Kiln$600 – $3000Absolutely Necessary
Hand Tools$10 – $50Absolutely Necessary
Slab Roller$400 – $1000Nice to Have
Extruder$150 – $600Nice to Have
Pugmill$1500 – $5000Nice to Have
Ventilation System$200 – $800Absolutely Necessary
Protective Masks$10 – $50Absolutely Necessary
Safety Goggles$5 – $20Absolutely Necessary
Workspace Shelves$50 – $300Nice to Have
Airtight Containers$5 – $30Absolutely Necessary

Please note that these costs are approximate and can vary based on brand, region, and specific features.

Essential Tools for Beginners

When I first began, I realized that some tools were absolutely essential. These include:

  • Potter’s Wheel – This is the heart of the pottery studio. Whether it’s an electric or a kick wheel, it’s where the magic happens for creating symmetrical pieces.
  • Kiln – A kiln is crucial for firing and hardening your pottery. There are various sizes and types, from electric to gas, and choosing the right one depends on your space and budget.
  • Hand Tools – These are the smaller tools like ribs, needles, and loop tools. They help in shaping, cutting, and adding details to the clay.

Advanced Equipment

As I progressed in my pottery journey, I discovered some advanced tools that can elevate the craft:

  • Slab Roller – Perfect for those who love making slabs. It ensures even thickness and saves a lot of time compared to rolling by hand.
  • Extruder – This tool pushes clay through various shaped dies to create consistent shapes and coils. It’s a game-changer for certain projects.
  • Pugmill – If you’re producing a lot, a pugmill helps in mixing and reclaiming clay. It ensures the clay is consistent and air-free.

Storage and Workspace

It’s not just about the tools; it’s also about where you work. I found that having a dedicated workspace with shelves for drying and storing works-in-progress was invaluable. Also, airtight containers or plastic bags are essential for storing unused clay to prevent it from drying out.

Safety Equipment

Safety first! Always remember to have:

  • Ventilation System – Especially if you’re working with glazes, which can release harmful fumes.
  • Protective Masks – Essential when working with materials that produce dust.
  • Safety Goggles – Protect those eyes when opening a hot kiln or mixing glazes.

Starting with the right equipment not only makes the process smoother but also ensures that you can fully explore and enjoy the world of pottery.

3 Designing Pieces

1. Seek InspirationLook around in nature, art, and daily life to find patterns, colors, and forms that spark creativity.
2. Sketching IdeasBefore molding the clay, draft designs on paper to visualize the outcome and refine any elements.
3. Prioritize FunctionWhile design is vital, ensure the piece’s practicality, especially if intended for regular use.
4. ExperimentPlay with various shapes, textures, and techniques. Don’t hesitate to venture outside traditional boundaries.
5. GlazingChoose a glaze that enhances the design. Consider factors like color, finish, and how it interacts with the clay body.
6. Finishing TouchesAdd any final details or refinements to perfect the piece, ensuring it aligns with the initial vision.
7. Gather FeedbackShare the design with peers, friends, or mentors to gain insights, which can lead to further refinement.

Inspiration Everywhere

First and foremost, I always keep my eyes open for inspiration. It could be the intricate patterns on a butterfly’s wings, the swirls in a cup of coffee, or even the texture of a tree bark. Nature, art, and everyday objects can all spark ideas.

Sketching Ideas

Before I even touch the clay, I often sketch out my ideas on paper. This helps me visualize the final product and work out any design kinks. It’s also a great way to keep a record of designs, especially if I want to recreate or modify them in the future.

Functionality Matters

While aesthetics are crucial, I never forget the functionality of the piece, especially if it’s meant for daily use like mugs or plates. It’s essential to consider how the piece will be used and ensure it’s not just beautiful but also practical.

Experimentation is Key

I love to experiment with different shapes, textures, and techniques. Sometimes, I’d twist the clay into unconventional forms or imprint it with unique textures using tools or even natural objects like leaves and shells. It’s all about letting creativity flow and not being afraid to try something new.

Glazing and Finishing Touches

Once I’m satisfied with the shape and design, I think about the glaze. The color and finish can dramatically change the look of a piece. Whether I opt for a glossy, matte, or even a crackled finish, I always ensure it complements the design.

Feedback and Evolution

Lastly, I believe in the power of feedback. Showing my designs to friends, family, or fellow potters can provide valuable insights. Beware you might need to have a thick skin, ha! They might see something I missed or offer a fresh perspective that could lead to an even better design.

4 Production

Production phase of pottery, it’s where the rubber meets the road. It’s the culmination of all the planning, designing, and preparation. You are now ready to put it all into action.

Sourcing the Right Clay

First and foremost, I ensure I have the right type of clay for the job. Whether it’s stoneware for durable dinnerware or porcelain for delicate decorative pieces, the clay type can make or break the final product.

Preparing the Clay

Before I even touch the wheel or begin hand-building, I spend time wedging the clay. This process removes air bubbles and ensures a consistent texture, which is crucial for the next steps.

Shaping and Molding

With a clear design in mind, I start shaping the clay. On the wheel, it’s a dance between my hands and the spinning clay, guiding it into the desired form. For sculptures or larger pieces, hand-building techniques like coiling or slab-building come into play.


Once the piece is shaped, patience is key. I let it dry slowly to prevent cracks. Depending on the size and thickness, this can take anywhere from a few hours to several days.

First Firing – Bisque Firing

After drying, the pieces go into the kiln for their first firing, known as bisque firing. This hardens the clay and prepares it for glazing.


This is where the magic happens. I carefully apply the chosen glaze, keeping in mind that the colors and patterns can change dramatically during firing. It’s always a bit of a surprise to see the final result!

Final Firing – Glaze Firing

The glazed pieces go back into the kiln for their final firing. This melts the glaze, fusing it with the clay and creating that beautiful, glassy surface.

5 Glazing and Finishing

Glazing and finishing stage, is the moment when the raw, matte surface of the pottery transforms into a glossy, vibrant piece of art.

Quick reference table on glazes

Type of GlazeDescriptionBest Used ForFiring TemperatureFinish
MatteNon-reflective, smooth surfaceDecorative pieces, sculpturesCone 04-6Dull, non-glossy
GlossyShiny, glass-like finishDinnerware, vasesCone 04-10Shiny, reflective
SatinSemi-matte, soft sheenBoth functional and decorative piecesCone 5-6Soft shine
CeladonTranslucent, often with crackle effectFine pottery, decorative bowlsCone 10Glossy, can be crackled
UnderglazeColor applied before glazingDetailed designs, paintingVaries, but often Cone 04-10Matte to glossy (depends on final glaze)
Engobe (Slip)Liquid clay with colorantsSurface decoration, sgraffitoMatches clay body’s firing rangeVaries (depends on clay and glaze)
RakuSpecial glazes for raku firingRaku pottery, decorative piecesLow, around Cone 06Metallic, crackled, varied

Choosing the Right Glaze

The first step for me is always selecting the right glaze. There’s a vast array of options out there, from matte to glossy finishes and from translucent to opaque colors. The choice depends on the desired look and the functionality of the piece. For instance, a dinner plate might need a food-safe glaze, while a decorative vase allows for more experimental finishes.

Application Techniques

Applying glaze is an art in itself. Whether I’m dipping, pouring, brushing, or spraying, each technique offers a different finish. Sometimes, I layer multiple glazes to achieve depth and complexity in the final look.

Understanding Glaze Chemistry

It’s essential to have a basic understanding of glaze chemistry. Different minerals and compounds in the glaze can react with the clay body or with other elements in the glaze, leading to unexpected results. By knowing what’s in my glaze, I can predict these interactions and use them to my advantage.

The Final Firing

After glazing, the pieces go back into the kiln for what’s often called the glaze firing. This firing is hotter than the bisque firing and causes the glaze to melt, forming a smooth, glass-like surface. It’s always a thrill to open the kiln after this firing – the transformation is truly remarkable.

Finishing Touches

Once the pieces are out of the kiln and have cooled down, I inspect each one closely. Sometimes, I might need to sand the base or make minor touch-ups. It’s these final details that ensure the piece is not only beautiful but also functional and ready for its new home.

6 Marketing and Selling

My Tips for Pricing in a Pottery Business

  1. Cost Analysis – Before setting a price, calculate the total cost of producing a piece. This includes raw materials, utilities (like kiln energy consumption), studio rent, tools, and your time.
  2. Quality-Based Pricing – If you’re using high-quality materials or unique techniques, your prices should reflect that. Customers often appreciate and are willing to pay more for superior quality.
  3. Market Research – Look at what similar items are selling for in your area or online. This will give you a ballpark figure and help ensure you’re not underpricing or overpricing your work.
  4. Perceived Value – Handcrafted pottery has a story, a soul. Emphasize the uniqueness, the hours of work, and the skill involved in each piece. This can justify a higher price point.
  5. Tiered Offerings – Offer products at different price points. While some customers may be looking for premium, one-of-a-kind pieces, others might be interested in more affordable, simpler designs.

My Tips for Marketing a Pottery Business

  1. Tell Your Story – Share your journey, your inspirations, and the process of creating each piece. This personal touch can resonate with customers and make them more invested in your brand.
  2. Leverage Social Media – Platforms like Instagram and Pinterest are visual-centric and perfect for showcasing pottery. Regular posts, stories, and interactive sessions can engage your audience.
  3. Promotional Campaigns – Offer limited-time discounts, bundle deals, or a free small item on big purchases. This can attract new customers and incentivize larger purchases.
  4. Email Marketing – Collect email addresses (ethically) and send out newsletters. Share updates, upcoming collections, and special offers. It’s a direct line to your most engaged customers.
  5. Collaborate – Partner with local businesses or artists for joint promotions. For instance, a local cafe might use and display your mugs, directing interested customers to your store.
  6. Attend Craft Fairs – Being present at local craft fairs or pottery events can help you meet customers, network with other artists, and get direct feedback.
  7. Workshops – Offer pottery workshops. It’s a great way to generate additional income, attract people to your studio, and build a community around your brand.
  8. Loyalty Programs – Reward repeat customers with discounts or exclusive pieces. It encourages repeat business and fosters a loyal customer base.

Identifying the Target Audience

One of the first things I did was to identify who would be interested in my pottery. Are they home decor enthusiasts? Perhaps they’re collectors of unique, handcrafted items? Understanding my audience helped me tailor my marketing strategies to appeal directly to them.

Building an Online Presence

In today’s digital age, having an online presence is crucial. I started by setting up a website showcasing my portfolio. Social media platforms, especially Instagram and Pinterest, are invaluable tools. Sharing photos of my work, the process, and even behind-the-scenes glimpses of my studio helped connect with potential buyers on a personal level.

Craft Fairs and Local Markets

While the online world offers vast opportunities, there’s something special about meeting customers face-to-face. I began showcasing my pottery at local craft fairs and markets. Not only did this provide immediate sales opportunities, but it also allowed me to receive direct feedback and build lasting relationships with my customers.

Collaborations and Partnerships

Another strategy I found effective was collaborating with local businesses. Teaming up with local cafes to showcase my mugs or partnering with home decor stores to display my vases opened up new avenues for reaching potential customers.

Pricing and Value Proposition

Determining the right price for my pottery was a delicate balance. I had to consider the cost of materials, my time, and the perceived value of handcrafted items. It’s essential to communicate the uniqueness and craftsmanship of each piece, helping customers understand the value of what they’re purchasing.

Customer Engagement and Feedback

Engaging with my customers and listening to their feedback has been invaluable. Whether it’s through email newsletters, thank you notes with each purchase, or simply responding to comments on social media, these interactions have helped me refine my offerings and build a loyal customer base.

My Advice On How To Manage A Pottery Business

Setting Production GoalsPlan ahead for weekly/monthly production. Diversify product range. Stay updated with pottery trends.
Budgeting for ExpensesTrack all expenses. Prioritize spending. Set aside funds for emergencies.
Inventory ManagementOrganize storage. Conduct regular stock checks.
Time ManagementSchedule your day. Set clear deadlines.
Marketing and SalesMaintain an online presence. Engage directly with customers.
Continuous LearningAttend workshops/courses. Encourage customer feedback.
Financial PlanningPrice products appropriately. Review finances regularly. Consult financial experts.

What Challenges Should I Expect When Opening And Running My Own Pottery Business?

Financial Challenges

Let’s get real for a moment. Starting any business requires a significant financial investment, and a pottery business is no exception. From buying high-quality clay to investing in a kiln and other essential equipment, the costs can add up quickly. And let’s not forget about rent for the studio space, utilities, and marketing expenses.

Sourcing Quality Materials

Finding the right clay and glazes is crucial for producing top-notch products. But it’s not always easy. Sometimes suppliers run out of stock, or the quality isn’t up to par. It’s a constant balancing act to find materials that are both high-quality and affordable.

Skill Level and Craftsmanship

Mastering the art of pottery takes time and a lot of practice. Even if you’re a seasoned potter, there’s always something new to learn. Techniques evolve, trends change, and customer preferences can be fickle. Keeping up with all of this while maintaining a high level of craftsmanship can be challenging.

Marketing and Sales

Creating beautiful pottery is one thing, but getting people to buy it is another ball game altogether. Marketing is a huge challenge, especially for small businesses. Social media helps, but it’s not the be-all and end-all. Craft fairs, online marketplaces, and local partnerships offer additional avenues for sales but require their own sets of skills and time investments.

Time Management

Running a pottery business isn’t just about making pottery. There’s also marketing, customer service, inventory management, and bookkeeping to consider. Juggling all these tasks can be overwhelming, especially if you’re a one-person show.


Let’s face it, the market is saturated. With so many talented potters out there, standing out from the crowd is a challenge. It’s not just about making quality pieces; it’s also about offering something unique that people can’t get anywhere else.

Keeping the Passion Alive

Last but not least, turning a passion into a business can sometimes take the joy out of it. It’s important to keep that creative spark alive, even when dealing with the nitty-gritty details of running a business.

FAQ Section

Is a pottery business profitable?

Yes, a pottery business can be profitable, but it depends on various factors such as the quality of your products, your marketing strategy, and your target audience. Handmade pottery often attracts a niche market willing to pay premium prices for unique, high-quality items. However, it’s essential to consider the costs of materials, equipment, and overheads when calculating profitability. It’s a good idea to start small and scale up as you gain more customers and experience.

How much does it cost to start a small pottery business?

The startup costs for a small pottery business can vary widely depending on your needs and scale. Here’s a rough breakdown:

  • Clay: $25 – $50 per 25-pound bag
  • Kiln: $2,000 – $5,000
  • Potter’s Wheel: $500 – $1,500
  • Glazes: $20 – $50 per gallon
  • Tools: $100 – $200
  • Studio Space: $300 – $1,000 per month (if not working from home)
  • Marketing: $100 – $500 initial setup
  • Miscellaneous: $200 – $500

So, you’re looking at an initial investment ranging from $3,000 to $10,000, give or take. These are rough estimates, and your actual costs may vary.

Is there a demand for handmade pottery?

Yes, there is a growing demand for handmade pottery, especially as consumers increasingly seek unique, artisanal products over mass-produced items. Handmade pottery can be sold in various venues, including online platforms, craft fairs, and boutique stores. The key is to identify your target market and tailor your products and marketing strategies to meet their needs. Social media platforms like Instagram and Pinterest can also be excellent tools for showcasing your work and attracting a following.


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