{"id":14155,"date":"2026-04-15T16:07:10","date_gmt":"2026-04-15T23:07:10","guid":{"rendered":"https:\/\/www.avery.com\/blog\/?p=14155"},"modified":"2026-04-16T17:39:03","modified_gmt":"2026-04-17T00:39:03","slug":"customer-spotlight-mudwitch-ceramics","status":"publish","type":"post","link":"https:\/\/www.avery.com\/blog\/customer-spotlight-mudwitch-ceramics\/","title":{"rendered":"Embracing Curves: Meet the Maker Behind Mud Witch Ceramics"},"content":{"rendered":"\n

Updated April 2026 by JoJo Mrgich<\/p>\n\n\n\n

A ceramic brand shaped by creativity and personal expression<\/h2>\n\n\n\n

If you\u2019ve ever seen bold, colorful ceramics with soft curves and playful shapes, you may already be familiar with Mud Witch<\/a>. Founded by San Francisco-based artist Viviana Matsuda, Mud Witch ceramics are designed to celebrate individuality through form, texture, and color.<\/p>\n\n\n\n

Her pieces stand out for their expressive shapes and distinct aesthetic\u2014but like many small businesses, the story behind the brand started in a much more personal place.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

Meet the Maker: Mud Witch a.k.a. Viviana<\/h2>\n\n\n\n
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\"Mud<\/figure>\n<\/div>\n\n\n\n
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How did you get started?<\/h3>\n\n\n\n

“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.<\/p>\n\n\n\n

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.”<\/p>\n<\/div>\n<\/div>\n\n\n\n

What is your biggest success so far?<\/h3>\n\n\n\n

“Having Sunset Magazine<\/a> pick the company for Best of the West 2019. It was wild to go to a newsstand and see my work in a magazine.”<\/p>\n\n\n\n

What have been your biggest challenges?<\/h3>\n\n\n\n

“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.”<\/p>\n\n\n\n

What are your future plans for Mud Witch?<\/h3>\n\n\n\n

“Opening up a workshop for arts and crafts with a sliding scale.”<\/p>\n\n\n\n

Any advice for other small business owners?<\/h3>\n\n\n\n

“As a business owner, know that you can\u2019t wear all the hats. You have to ask for help when you need it, and you can’t be a master at everything.”<\/p>\n\n\n\n

What small businesses can learn from this story<\/h2>\n\n\n\n

1) Your starting point doesn\u2019t have to be perfect<\/h3>\n\n\n\n

Mud Witch began as a personal creative outlet. That\u2019s a common path for many small business owners\u2014starting small, then growing as demand builds.<\/p>\n\n\n\n

2) A distinct style can become your brand<\/h3>\n\n\n\n

The recognizable shapes and aesthetic behind Mud Witch show how consistency can help build a strong identity. You don\u2019t need to appeal to everyone\u2014just the right audience.<\/p>\n\n\n\n

3) Creativity and business don\u2019t always come naturally together<\/h3>\n\n\n\n

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\u2014but both are part of building something sustainable.<\/p>\n\n\n\n

4) Small touches can create stronger connection<\/h3>\n\n\n\n

Mud Witch includes custom stickers with orders and shares them at pop-ups.<\/p>\n\n\n\n

Simple additions like this can help:<\/p>\n\n\n\n