OpenAI
Sorin Giubega’s family has a history of pottery making, which spans three generations. Mr. Giubega, now 63 years old, and his wife Marieta Giubega, who is 48, continue the tradition in Horezu, a Romanian town known for its unique style of ceramics. The town has over 50 artisans making pottery using techniques that have been alive for more than 300 years. In recognition of the town’s unique talent, UNESCO designated the Horezu pottery as an Intangible Cultural Heritage of Humanity in 2012.
Most of the potters in Horezu work from home studios, and many have yards where they raise animals. They advertise their craft by hanging their ceramic pieces outside their houses. The pottery is made by two-person teams, a modeler, and a decorator. Men typically make the clay pieces, while women paint them with ancestral designs that include tree-of-life, spirals, serpents, fish, roosters, spider webs, and waves.
According to UNESCO’s requirements, Romania needs to submit a state-of-the-craft report every six years to keep the UNESCO designation up-to-date. Maintaining this recognition is essential as it serves as an advantage in international trade. The pottery from Horezu has been gaining popularity worldwide, appearing in many design-oriented retailers such as FindersKeepers (Copenhagen), Lost & Found (Los Angeles), Cabana (Milan), and Casa De Folklore (London).
However, with the rise of modern taste, many potters are being pressured to adopt new techniques and designs that could compromise the traditional nature of Horezu pottery. Today, potters in Horezu face the challenge of preserving their ancestral craft while catering to modern consumer preferences. One challenge that potters face is that the European Union has limited the use of cadmium and lead in glazes, requiring potters to use electric kilns to create lead-free pieces instead of the traditional wood-burning kilns. Also, some decorators are starting to paint unconventional motifs and colors to attract vendors outside Romania.
