Handmade Wonders: The Story of Astier de Villatte

Astier de Villatte is a superb example of a soulful oasis in the middle of fast-changing trends, economic challenges, and political crises. Don’t let yourself be fooled by the approachable handmade aesthetics; Astier de Villatte is probably the biggest ceramic manufacturer in Paris. Yes, everything is handmade there. Having been around for almost 30 years, Astier de Villatte demonstrates that, against all odds, a factory of handmade products in the heart of Paris – not the most affordable location on earth – can indeed work wonders.

So, it's time to embrace the idea: 'You can make a living with craft'.

But let’s start with their shops. Somehow, you can tell apart businesses that have a deeper soul or real inner values. Even if these aren't shared straightforwardly, it’s in the air. I have visited flagship stores of many famous brands, and despite their small sizes, Astier delivers a much better experience than most of them. Instead of being an energy-draining activity, visiting here is a trip to another time and reality. If only every company would take the design of their shops so seriously.

The rich historical background of Paris definitely helps. It would be difficult to execute this feeling in places where the passing of time is less present, or it has been renovated away. Overdesign is a common sin, concentrating ideas until they become dry and soulless. Co-founders, Benoît Astier de Villatte and Ivan Pericoli, obviously know how to balance commerce and art. The shop is a pleasant place with rich textures, materials, and subtle colors, sometimes interrupted by occasional flower explosions or elegant still lifes.

Their product categories combine ceramics, stationery, scented candles, cosmetics, some furniture, and a book. It might not be the combination of objects that would logically come to mind at first, but it works well. As everything is handmade, there are no straight lines in the entire shop; it feels so good to experience that human imperfection.

I think logic in general is a seriously overrated part of business; business advisors and organizations so often underestimate experience and personality. Astier would never have been born from that single-minded and problem-oriented view on business or life.

The selection of tableware looks like you've entered a flea market, a random set, but so beautiful. Plates, mugs, bowls, and jugs, all in different shapes, some simple, some overflowing with decorations. All are potential centerpieces for your table setting. This differentiates them from most brands, which stick with a 'reasonable' collection because it's otherwise too complex to manage. I have seen very few artists and designers who use their creativity in business as brilliantly.

Material connects. Everything is made from black terracotta, covered with a milky glaze. They work with different artists to decorate their dishes. Despite their fragile and light appearance, everything is dishwasher and microwave safe, suitable for everyday use.

The colors, patterns, and decorations of this brand look old yet joyfully modern and have this crazy edge, familiar from Parisian flea markets. Little sparks of joy here and there. A random spot of color. Not too serious, yet enough to keep you awake on grey, everyday mornings. Interestingly, they have used the colors of the French flag for decorating dishes and mugs. I had no idea that this could be done without looking insanely ugly or tasteless. But they seem to have mastered this too.

A book. It's a piece of art from so many different perspectives. Called 'Ma vie à Paris,' it lists other businesses worth visiting in Paris, with brief descriptions. It's a brilliant guide, even for locals, and a smart way to support other small businesses. How many of you have had the wit to list all your entrepreneur friends and sell it as probably the most beautiful and expensive phone directory while securing great relationships with hundreds of other businesses? I’m pretty sure that if there were a beauty competition for tourist guides, this would win by miles, and its value wouldn't be lost after you return home. For printing, they bought and thus saved one of the last typesetting companies in France, which uses metal printing plates and linotype machines, to keep the tradition alive.

Candles add another sensual layer to this brand. They are scented with perfumes specially developed by perfumer Françoise Caron, in collaboration with Takagaso Perfumery in Japan, and are named after many exotic places around the world. Some vocal people on the internet have complained about the doubled prices, but we, as entrepreneurs, are happy to read this, aren't we? It's impossible to please everyone. The prices here are generally high, but not so high that you can’t afford them if you really want to. And considering that everything is handmade, I would say these prices are quite fair, especially compared to other luxury brands that behave much less responsibly.

The manufacturing of the tableware is done in the 13th arrondissement, and I have heard that they have mostly hired Tibetan people. It kind of just happened because at first, they found someone great, and then it expanded as existing workers recommended others. Finding a good hire is the second most common challenge among small companies. You want to make sure you hire a great worker. If not, it can put your company at serious risk. Paris is a wonderfully multicultural city, and I’m so happy to see that reflected in this brand.

To me, Astier de Villatte is an inspiring example of a business with beautiful core values, such as craftsmanship, actively improving and preserving the local environment and traditions, and elegance with a spark of joy.

They don’t try to impress you with the power of luxury; their values are actually the true definition of it, at least to me. Local, ethically made, not excessively loud, and following their own heart rather than other trends.

I give it five hearts.