Elena Gómez de Valcárcel Sabater

I am a ceramic designer, who after living 9 years in London and graduating in Ceramic Design at Central Saint Martins I have returned to Spain where I will launch my new studio in
2022 called Ele Studio.

I graduated in Film and Tv and while I was working as Tv Producer in advertising companies in Madrid I started to grow an interest in design. I moved to London to study Ceramic. In the summer of 2017 I graduated from BA Design at Central Saint Martins.

My design ethos revolves around the emotional link formed through interaction with a product, and tries to create the perfect balance between function and appearance. Recently, I have been particularly interested in the combination of craft and digital work and the evolution of the new technologies applied to design and crafts. I am passionate about investigating the
different possibilities ceramics offer as a material with different functionalities; taking it out of its comfort zone and using it as a substitute for other materials.

My business objectives are:

My goals are to create a ceramic studio that highlights new craftsmanship, where tradition and innovation can be combined. Including new technologies such as ceramic 3D printing
in my work process.

In addition, I would like that my studio has an international projection, and with a consolidated brand. With online sale of my limited series products. And with collaborations
with other brands. Also, one of my objectives is to achieve a space for research and exploration of new materials and uses of ceramics.

My learnings from the Crafting Business Programme:

The program has helped me to visualize how I want my studio to be in the future, to think in the long term and to see the importance of the financial part of an artisan business to create a sustainable business model with which to live from it.

Change the mentality of being a designer / artisan and also think as a businesswoman, in all aspects of the business not only in the creative part.

And to consolidate concepts and ideas that he already had for the development of the studio but that I didn’t know how to start.
The importance of a brand, of values that reflect who I am and what I want. And the importance of communicating it correctly, and to the right audience.

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

1. How to know if a business is sustainable or not in financial terms.
2. That this is a long-distance race. It is not something that develops in a few months.
3. Value my own work.
4. The importance of communicating well.