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 consumers. Serghini had to decide whether to continue as a private-label B2B supplier or shift toward a business-to-consumer (B2C) model and establish Poterie Serghini as a luxury brand in its own right. The decision carried significant implications for production, brand positioning, and long-term growth, as well as for how Moroccan craft would be represented in the global luxury market.
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