Yolanda Ruiz Sánchez

I’m Yolanda, born in Avila and living in Valencia, now running Perenne Cerámica, a contemporary ceramics workshop brand, working with ceramic material as a primary component. I’ll explore new technologies and build pieces in a responsible and creative way.

Currently, Perenne is starting up the workshop, at the moment in a small coworking space in Valencia. I started studying ceramics after spending more than a decade working in the construction of civil works as a technical engineer, I had the need to leave the grey world of concrete and feel the warmth of ceramics.

I make products that reflect nature for everyday use with double function, use, and decoration. I create the parts by turning the porcelain or directly 3D printing porcelain. Always with the technology, the older one and the most current.

My business objectives are:

• Consolidate the Perenne Ceramics project.
• Attract and consolidate clients in Spain and the rest of Europe through the internet.
• Continue researching 3D porcelain printing.
• To be able to live well from my business.

My learnings from the Crafting Business Programme:

Essential training to define my business model, specify my project and strengthen and emphasize my brand values. I have learned that it is essential to carry out a Business Plan, although it is very lazy to me.

Know that you have to pay the price at the value of the product. The importance of a financial plan. You have to make a marketing plan, work and take good care of the website and social networks.

As I am starting rather than changing, I have developed the structure of my business, the website, and trademark registration.

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

1. Be very clear about what is the differential value.
2. Customers are not your friends.
3. Publicize the history behind the process of each product.
4. How to present the products is key.
5. Find alliances with other artisans or designers.