Jordi Taveria

I have been working artistically on glass and ceramics since 2006. I trained in ceramics at the Escola Massana in Barcelona, and later in artistic glass at the Foundation Centre del Vidre de Barcelona. I consider myself a contemporary creator linked to arts and crafts. My passion is the alchemical transformation of the materials I work with. I transform materials, mould ideas and basically use glass and ceramics to express something, into unique pieces and special projects. Simplicity, poetics and mystery are necessary in the work, as well as empathy with the needs of customers. The most common techniques I work with are molten glass, curved glass, fused glass, and Raku ceramics, depending on the project I work with.

I have been in my workshop for three years now. It was an old rabbit farm which has been renovated for artistic uses, located in the middle of the Vall d’en Bas, La Garrotxa region, north of Girona, a volcanic area within a natural park. This new location with an exhibition space and place for more machinery to work with has made me rethink the business, to make it grow. The problem is that I did not know how to do it and now I am here, trying it.

My business objectives are:

• Expand my portfolio of clients related to interior design and decoration.
• Have more stores where they can have my collections of unique pieces for home interiors.
• Power and expand the sale of glass fish with a special business model for these pieces.
• Find selling channels of art pieces in the U.S.

My learnings from the Crafting Business Programme:

These three months I have learned many things, especially the importance of digitization, and how to look at my artistic activity in a way that is also drastically entrepreneurial. The importance of balance. The need for internationalization.

Previously I had done some other business advice, but this one has been very global and deep, what I did not know was that my way of communicating digitally was very erratic and very little worked out, and that it was necessary to invest with a communication company. Therefore, I have made the decision to hire a communication and brand identity plan with a specialized company and I have also reduced the collections so that I can focus better on what I am selling and be able to explain it better.

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

• The world is very big, and my work can be recognized everywhere thanks to digitalization.
• My work is not only valued by paying for hours of work, but with the added value of creator (myself).
• To value the financial part of our artistic business, it is very important to be able to continue doing our work.
• Share and work, separate but with common goals with other creators of other disciplines.
• Share processes and involve the public in our work, many times we forget what the public wants, and we think only what we want to do, but customers are the ones who pay and allow us to do what we do, so a part of it is to
  focus on being creative but thinking with others. The more we give the more we will receive.