In early 2024, just weeks before finalizing the next international collection cycle, Aziza Serghini, the eighth-generation leader of Poterie Serghini, faced a pivotal strategic decision. The Moroccan pottery business had evolved from a local workshop into a supplier for leading global luxury houses, gaining visibility in elite design circles through business-to-business (B2B) partnerships. However, this model left the brand largely invisible to end .....more