Ana Illueca

I am a ceramist and I have my studio in Valencia, I make pieces that defend the Mediterranean culture and at this moment I am working to internationalize my project. I am a teacher at different universities and a cultural curator always working in the direction of creativity and ceramics.

I come from the world of advertising. Ceramics captured me for its power of connection with the present and its ability to materialize ideas.

I research in the Mediterranean culture, in my environment, in my city. I reinterpret and generate concepts through clay. For me, the important thing is not to change the space with my work, the important thing is to change the moment in which you use my pieces.

My business objectives are:

• Open market in Germany, Switzerland and Austria.
• I want to generate connections full of values from my region.
• To enhance the traditional ceramics of my region, to enhance the identity of the Mediterranean culture.

My learnings from the Crafting Business Programme:

• How to correctly carry out a business plan.
• Be aware of my finances and where I should invest my energy.
• How to put a price on my work.
• Which markets are best suited to internationalize my project.
• How can I approach those markets.
• What are the expenses that increase the price of my pieces internationally.
• These would really be the main lessons, there are many, but for me a change in attitude has been very important. Now I feel more professional, more empowered and with more negotiation skills than before.
• This learning has changed my way of working, my destiny, my consciousness as a businesswoman.

My 5 top tips that I have learnt on this journey:

1. Ceramics is not a hobby, it is a business.
2. You must be aware of the finances of your project to make it real.
3. Value your work and value your pieces.
4. You have the power to negotiate according to your goals and needs.
5. Reaffirm your virtues in each communication.