Seto City, Aichi Prefecture, is one of Japan's leading production areas for Seto ware.

In June 2020, "CONERU nendo shop & space" (hereafter CONERU) opened in such a "town of Setomono". In the open, café-like store, high-quality clay from Seto can be purchased in quantities as low as 1 kg. In the workshop space, visitors can try their hand at pottery making in a casual manner.

From the background of the launch of CONERU to the actual pottery experience, we will fully report.

CONERU is located in the corner of Seto Ginza-dori Shopping Street, a 5-minute walk from Owari Seto Station. An electric kiln is placed next to the entrance, and the glass-enclosed interior is bright and open. Like a cafe, it was created with an image that anyone can easily enter. Is it a cafe? A store? Walking along the shopping street, you can't help but want to take a peek inside.

To save the Seto clay in a pinch! 
What is the background of the birth of CONERU?

Kosuke Maki, representative of CONERU. Mr. Maki is also the 5th generation owner of Jinya Marusen Ceramics Raw Materials, a clay manufacturing company in Seto.

First, we asked how CONERU was born.

Maki: "Seto is a production center of ceramics, but it is also a place where good quality clay for ceramics is extracted. The clay in Seto is now in trouble. The clay is beginning to run out and it is said that in 10 years at the earliest, we will not be able to extract any more clay. ......

One of the reasons for this is the industrial structure in which clay is mined in large quantities and sold cheaply. I, as someone involved with Seto clay, felt that somehow we had to get Seto out of its clay crisis."

Mr. Maki: “In the meantime, I met Minami about three years ago and came up with the idea of "opening a clay retail store in front of the station." There are many companies that sell clay in Seto, but most of them are located in the suburbs. Because of its location, it is difficult for the general public to visit.

Since there are people who come from outside the prefecture as a "pottery production area", I thought it would be interesting to have a clay shop in front of the station where you can easily buy it. ”

Shintaro Minami. Mr. Minami runs Masukichi, a guest house in Seto.

Mr. Minami: "In developing a concrete plan, I wondered how we could increase the value of Seto's clay.

In general, pottery clay is sold in 20kg packs. Recently, the number of artists who make ceramic accessories is increasing, but 20kg is too much for them. I searched online, but I couldn't find a place where I could buy it in small lots.

That's when we came up with the idea of "selling clay in quantities that even an individual can handle." Selling in small lots makes it easier for individuals to purchase, and the unit price of clay can be raised. ”

Maki: "The point of CONERU is not only to sell clay, but also to be a place to teach people how to use clay, such as through pottery-making experiences and shared pottery spaces. As more people come into contact with clay, more people will need clay. First of all, we want to increase the opportunities for many people to come into contact with clay."

"Oven Pottery Clay" for making ceramics at home

The desire to "make clay accessible and enjoyable for many people" is also reflected in product development.

That is this "Coneru's Oven Pottery Clay". It is a clay that can be fired in the oven at home. It has been attracting attention as a way to enjoy ceramic art at home.

Mr. Minami: "Originally, we didn't think of it as a main product, but as the stay-at-home continues, we opened an online shop for oven pottery clay prior to opening the shop. What we want to do is to increase the value of Seto clay by having many people use it.

Normally, pottery requires a temperature of 800°C for unglazed firing and 1,200°C or higher for firing after painting and glazing. However, oven ceramic clay can be fired at 160-180°C in a home oven because it contains a special resin.

If you apply a coating agent to finish it, you can use it as a plate to put food on!

With the "Kihon no Set", you can start making ceramics right away, as it comes complete with oven clay and pottery tools. (You save about 10% compared to buying them separately.)

◎Set A ¥3,980 (tax included)
- 2 Oven Pottery Clay (Sand Beige, 500g)

◎ Set B ¥ 3,980 (tax included)
- 1 Oven Pottery Clay (Charcoal Gray, 500g)
- 1 Oven Pottery Clay (Sand Beige, 500g)

◎ Set C ¥ 3,980 (tax included)
- 1 oven pottery clay (terracotta, 500g)
- 1 Oven Pottery Clay (Sand Beige, 500g)

◎ Set D ¥ 4,130 (tax included)
- 1 Oven Pottery Clay (Milky White, 500g)
- 1 Oven Pottery Clay (Sand Beige, 500g)

▼ Click here to purchase
https://www.shop.coneru.co.jp/