Ultimate Guide to Starting a Pottery Business

The feeling of making something with your own hands is rewarding, and it does not take long before you start wondering if you could sell your work.

Plenty of new potters jump into the idea of a business without really understanding what is involved. A pottery business is not just about making pots. It also includes planning, pricing, photographing, packing, posting, bookkeeping, and customer communication.

It can be quite overwhelming, especially for creatives who really just want to focus on making things instead of endless admin and marketing. In reality, it’s not hugely complicated, as long as you do relatively simple things consistently.

This guide brings all those pieces together in one clear roadmap. It is for potters who want to start earning from their work, especially beginners who feel unsure what to do first.

 

We are going to assume here that you already have the necessary equipment for making pottery. If not, feel free to read our Ultimate Guide to Building a Home Pottery Studio.

 

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Mindset & Expectations

Before you start, it is important to go in with the correct expectations. Do you actually want to start a pottery business?

There will be stressful moments, and there is a decent chance that it will not be a
success straight away.

Making pots and selling them is fun, but there is also a
lot of boring stuff that needs to be done.

Read Full Mindset & Expectations Article

That is why the testing stage matters so much.

 

The simplest and most useful test is to put yourself in a real selling situation as early as possible.

Try a market or two before you invest in anything major.

Book a stall at a local craft fair, load up a small table with the pieces you already have, and see what happens.

Do not worry about profit, branding, or having everything perfect. The goal is just to learn.

 

When you do a first market, pay attention to a few practical things:

– Which pieces get picked up the most

– What people ask about your work

– How much interest there really is over a
full day

– Whether you enjoy talking to customers

 

This kind of real-world feedback is worth more than hours of online research.

 

Another easy pre-launch option is selling to friends, family, and coworkers. Take a box of mugs into work, post a few photos in your group chats, or share pieces as gifts and ask for honest opinions.

If people close to you are excited about buying, that is a good early sign.

 

If you know another potter who already sells at markets, ask to join them for a day. Watching how they set up their table, pack their van, and chat to customers gives you a behind-the scenes picture of the process. Most potters are happy to talk about what worked and what did not in their first year.

 

Give yourself permission to experiment. Treat the first few markets like practice sessions. The aim is not to build the
perfect business yet. The aim is just to find out if you enjoy the life that
comes with it.

Legals & Accounting

The legal side of a pottery business seems confusing at first, but it is simpler than you think.

Read Full Legals Article

In the UK you have three main structure options:

·      
Sole trader
The easiest way to start. You and the business are the same legal entity.
Very little paperwork and low cost.

·      
Limited company

More admin, but your finances are separate from the
business. Useful later if you grow or hire people.

·      
Partnership
Only relevant if you are going into business with another person.

Our recommendation:

if you are working solo, start as a sole trader. There is no benefit to making this complicated in the beginning.

There is also a helpful rule to know. At time of writing, you can earn up to £1000 in side income per year without needing to declare anything to HMRC.

That means you can test selling your pottery before you formally register.

.

So here is what to do right now:


Track every sale and every cost somewhere. A simple Excel or Google Sheets spreadsheet is fine.


Keep receipts for clay, glazes, tools, market fees, and firing costs.


Use a separate jar or envelope for business cash if you are paid at markets.

 
Once you have made some sales and are getting close to the £1000 mark, register with HMRC as a sole trader.

Registering as a sole trader is quick:

   
1. Go to: https://www.gov.uk/set-up-as-sole-trader

2. Fill out the online form

3. Choose a business name

4. Start keeping proper records

5. Submit a Self Assessment tax return once a year

You do not need to open a business bank account straight away, but it helps make things easier in future.

If the pottery business takes off, you can switch to a limited company later.

Until then, just track everything and focus on selling.

Where to sell your pottery

Selling pottery really splits into two simple categories: in person or online.

In person options:

  • Local craft markets
  • Artisan fairs
  • Pop-up shops
  • Selling directly from your studio
  • Wholesale to cafes and local retailers
  • Commissions for individuals or businesses

We recommend starting with markets. They give you instant exposure, quick sales, and real feedback from customers. You learn fast what people actually want to buy.

Online options:

  • Instagram direct messages
  • Etsy
  • Shopify or your own website
  • Facebook Marketplace
  • eBay
  • Online wholesale platforms
  • Selling through other retailers websites

You should also set up an Instagram immediately. Post everything on there, not just finished pieces but the process too. Photos of work in progress, kiln openings, and new glazes help people connect with what you do. It becomes your portfolio over time.

Doing both in person and online is ideal, but start simple: book a market, create an Instagram, and begin showing your work to the world.

Bringing Your Pottery to Market

Markets provide the perfect opportunity to connect directly with customers, test your products, and build your pottery business from the ground up.

Whether you're just starting out or looking to expand your sales channels, market events offer valuable insights and real-world feedback that no online platform can replicate.

Selling at markets: what they involve

Markets are where most pottery businesses begin. They are simple in concept: you build up a range of finished pieces, book a stall at an event, set up your table, and spend the day meeting customers.

A typical market day involves a few clear steps:

  • Choosing events that suit handmade, artisan work
  • Transporting your pottery safely to the venue
  • Setting up an inviting display
  • Chatting to visitors about your process
  • Taking card and cash payments
  • Packing sold items securely for people to take home

Pros of markets:

  • They give you instant exposure to lots of potential buyers
  • You can make sales straight away without a website
  • You get honest feedback from real people
  • They help you understand your best sellers
  • Good for growing Instagram followers
  • The fastest way to improve your work and confidence

Cons of markets:

  • Table fees reduce your take-home profit
  • Long, tiring days on your feet
  • Risk of breakage during transport
  • Weather can affect how busy an event is
  • Sales vary and are never guaranteed

What new potters should consider:

  • Start with affordable local markets rather than expensive national fairs
  • Bring a mix of practical items like mugs and bowls plus small impulse buys
  • Think about how your glazes and style look in indoor lighting
  • Use markets to test prices you plan to charge online
  • Collect ideas and questions customers raise

The most important mindset for markets is this: treat the first few as tests, not make-or-break moments. Each event teaches you something valuable about your products, your pricing, and whether you enjoy the selling side of pottery.

A great way to find out what ceramics events are happening around the UK is through thisthingwithceramics.co.uk. It's a website listing ceramics events in the UK, from 3 day pottery fairs to city centre markets, open studios and pop up shops. You'll also find exhibitions, a directory of studios/workshops and an ever growing library of interviews with Pottery People. Follow @ihavethisthingwithceramics on Instagram for ceramics inspiration!

Read the full guide on Selling Pottery at Markets

Selling online

Selling pottery online can be very rewarding, but it needs to be treated as a long-term goal.

Unlike markets, there is no built-in audience and you are not face-to-face with customers, so success depends on steady promotion and good presentation.

Full Selling Online Article

Where to start:

  • Create a shop on Etsy or Folksy and upload at least 10 items
  • Use Instagram messages and word of mouth for your first sales
  • Plan a simple website later once you know the style and prices that work

Focus on what you can control right now:

  • Take clear, bright photos of every piece you want to list
  • Photograph items from multiple angles and include measurements
  • Buy a small card reader so you can accept easy online payments
  • Use sturdy, well-padded boxes for posting and factor that cost into your prices
  • Include a simple business card in each order to encourage repeat buyers

You do not need to choose between markets and online. Most potters start with markets to learn what people like, then apply those lessons to their online shop.

Start simple, keep improving, and keep building.

How to take great photos of your work

How to package your pottery for shipping

Running your business profitably

If you want your pottery to become an income and not just an expensive hobby, you need to know your numbers.

It can be easy to accidentally undercharge if you aren’t fully tracking every cost.

A ceramics business includes materials,
firing, labour, and overhead. Profitability comes from understanding all four.

Full Profitability Article

Conclusion

Starting a pottery business should be fun. You got into ceramics because you love making things, and that feeling does not have to disappear when you start selling. Enjoy the markets, enjoy the first online sale notifications, and enjoy seeing your work out in the real world.

It is easy to look at the whole process and feel overwhelmed, but really it is not difficult. You do not need perfect conditions or complicated plans. You just need to be consistent. Keep making, keep posting photos, keep trying new events, and keep a simple record of your income and expenses.

If you show up regularly and treat each small step seriously, the confidence and the sales follow naturally. Do not put too much pressure on yourself, and do not compare your progress to anyone else.

Have a go, play the long game, and keep the joy at the centre of what you do.

If you need any help with anything at all - we are here to help, just give us a call or an email!

The Pottery People