Poterie Serghini, a heritage of stone and tradition…

Eight generations of the Serghini family have perpetuated, since 1832, the expertise of pottery. Originally from Fès, the Serghini family moved to Safi at the end of the 19th century due to the excellent quality of its clay and economic dynamism. «Pottery is a very old profession dating back to the Phoenicians.

As for our family, all generations have contributed to the development of this ancestral art. For us, pottery is a heritage» , indicates Younès Serghini, who emphasizes that «today, pottery is linked to the city of Safi and also to the Serghini family, which has contributed to the development and promotion of the sector both internationally and locally».

The history of Poterie Serghini is far from ending. The eighth generation, represented by Younès, continues the activity of their ancestors while innovating to combine tradition with modernity.

Creativity, innovation, and participation in local and global fairs and exhibitions have allowed pottery to be known worldwide.

The creations of Poterie Serghini combine decorative pieces and handmade tableware. A selection of over 1,000 models, including tableware, decorative objects, garden pots, gift boxes, which can all be declined in a multitude of colors, dimensions, shapes, and motifs.

«It’s meticulous work requiring high-quality raw materials and sharp expertise. It’s said that pottery passes through seven hands for a quality finish» , explains Serghini. However, he laments the lack of skilled labor despite training provided by specialized centers.

«In the absence of qualified artisans, we train our workforce on the job» , continues the director of Maison Serghini.

Traditional Markets and New Outlets

According to Younès Serghini, the sector «experiences highs and lows. We ourselves have faced difficult crisis periods due to the global situation, and we had to support increases in raw materials, taxes, and social charges to maintain our activity.

You don’t get rich in this profession, but you develop to perpetuate this ancestral art, which is a wealth for Moroccan craftsmanship and for the city of Safi, on the one hand, and on the other hand, to promote Moroccan pottery in foreign markets».

Poterie Serghini’s export was traditionally 90% destined for France. This market now absorbs only 0.1% of the leader’s ceramic artisanal exports, which have developed significantly in other destinations, notably the USA, Australia, and Gulf countries.

«We offer them products that meet their quality standards and needs. We work a lot with foreign interior architects who increasingly value our pottery», Serghini notes.

Locally, Poterie Serghini is in high demand by nationals and tourists. «Our local clientele also includes interior architects, hotels, and guesthouses» , adds Serghini, specifying that the turnover is divided between the domestic market (40%) and exports (60%).

Overall, the pottery sector represents great potential that needs to be supported, particularly in terms of training. «There are always new developments and innovations. We need to promote this profession, and we can conquer the world if we receive the necessary support», he concludes. To those who listen…