Embracing Curves: Meet the Maker Behind Mud Witch Ceramics
See how one artist turned a creative outlet into a small business—and what other makers can learn from her journey.
Updated April 2026 by JoJo Mrgich
A ceramic brand shaped by creativity and personal expression
If you’ve ever seen bold, colorful ceramics with soft curves and playful shapes, you may already be familiar with Mud Witch. Founded by San Francisco-based artist Viviana Matsuda, Mud Witch ceramics are designed to celebrate individuality through form, texture, and color.
Her pieces stand out for their expressive shapes and distinct aesthetic—but like many small businesses, the story behind the brand started in a much more personal place.
We interviewed Viviana to better understand how Mud Witch began, what it takes to run a creative business, and what other small business owners can take away from her experience.
Meet the Maker: Mud Witch a.k.a. Viviana
How did you get started?
“I started Mud Witch ceramics after my dad passed away. He was a ceramic artist and when he passed away, I was left with his home studio supplies. I took a class to work through my grief and became hooked. Spending hours in the studio and clay became my therapy.
I was also learning about body positive movement at the time and somehow, they combined in my head to form these chubby shapes. My apartment became full of ceramics… a little too full. My partner encouraged me to sell some of my pieces to make a little moving room in our home and the rest is history.”
What is your biggest success so far?
“Having Sunset Magazine pick the company for Best of the West 2019. It was wild to go to a newsstand and see my work in a magazine.”
What have been your biggest challenges?
“Running a business! I am an artist first and foremost and running a business has been this extra thing I have to do and be good at, which is weird. It’s a strange profession to be so free to create and yet have this rigid side of the business.”
What are your future plans for Mud Witch?
“Opening up a workshop for arts and crafts with a sliding scale.”
Any advice for other small business owners?
“As a business owner, know that you can’t wear all the hats. You have to ask for help when you need it, and you can’t be a master at everything.”
What small businesses can learn from this story
1) Your starting point doesn’t have to be perfect
Mud Witch began as a personal creative outlet. That’s a common path for many small business owners—starting small, then growing as demand builds.
2) A distinct style can become your brand
The recognizable shapes and aesthetic behind Mud Witch show how consistency can help build a strong identity. You don’t need to appeal to everyone—just the right audience.
3) Creativity and business don’t always come naturally together
Balancing art with operations is one of the biggest challenges for makers. Pricing, selling, and managing a business requires a different skill set than creating—but both are part of building something sustainable.
4) Small touches can create stronger connection
Mud Witch includes custom stickers with orders and shares them at pop-ups.
Simple additions like this can help:
- Reinforce your brand
- Make orders more memorable
- Give customers something to share
Ready to start selling your own creations?
Whether you’re packaging orders, selling at pop-ups, or building your brand online, small details can make a big difference. Simple additions like custom stickers can help bring your brand to life and create a more memorable experience for your customers.
If you already have a logo, you can upload it and create custom stickers on Avery.com in just a few minutes.
