Seto City in Aichi Prefecture is known as the birthplace of Japanese ceramics, and is the origin of the word "setomono." Since the early 19th century, it has flourished as a rare production center for pottery and porcelain. The diverse pottery produced in Seto is supported by the high skills of artisans and the bounty of nature, and adds color to the dining tables of families.

Traditional kilns and beautiful kiln fences are dotted throughout the city, giving it a nostalgic feel. Seto is also surrounded by rich nature, allowing you to enjoy the scenery of each season. Seto Ginza Street Shopping District is a shopping street where you can experience Seto's pottery culture and interact with its warm people. It is filled with the history of Seto and has a charming, old-fashioned, relaxing streetscape. In one corner of this shopping district is CONERU nendo shop & space.

The Beginnings of "CONERU"

Maki Yuko, who runs CONERU, is partnered by her husband, the fifth generation owner of a ceramics raw materials manufacturer that has been in business for 70 years. For many years, the family has been running a business that uses raw materials extracted from Seto mines to extract glass and soil.

However, in recent years, there are fears of a decline in the ceramic raw materials industry, and Seto's important culture that has continued for 1,000 years is in danger. This is because raw materials are sold cheaply as industrial products, leading to a depletion of the raw materials themselves and a lack of people to inherit the techniques. In the midst of this, it was the retail of clay that prompted CONERU to take on a new challenge.

Pottery is generally thought to be difficult because it requires the use of a potter's wheel, but CONERU is proposing ways to enjoy pottery without using a potter's wheel in order to expand the circle of people involved in pottery. They are working to connect Seto's traditional culture to the future in a new way.

Seto clay gives off a white, soft atmosphere

Seto clay is characterized by its ease of deformation and strong ability to hold its shape. It also has high plasticity, making it easy to handle and shape even for beginners, which is one of its charms. When fired, it has a beautiful white color, without any earthiness, and its clear whiteness stands out.

By applying a blue glaze to this white pottery, the vivid blue stands out and its beauty is further enhanced. This is a characteristic of Seto ware. Even when red clay is used, the finished product will be whitish, giving it an overall soft feel.

CONERU: A place where communication with nature, such as soil, fosters imagination

According to Maki, "Seto clay is a type of clay that even beginners and people who are not good at making things can use with confidence." Its softness makes it easy to create the shape you envision, and even if you make a mistake, it is easy to correct, so it is a unique feature that allows you to try your hand at creating without fear of failure. Maki also said that by creating a work of art, you can feel a sense of accomplishment and develop a sense of self-affirmation, so it may have a great effect on the development of not only adults but also children.

"At CONERU, we hear a lot of customers say that they felt soothed and relaxed," said Maki. After seeing customers leaving with a radiant look on their faces after their experience, Maki-san researched the subject and discovered that touching the soil is related to the secretion of "happiness hormones." This is the same as the sense of happiness and healing we get from gardening, and touching the soil has the effect of calming the mind and relaxing, Maki-san explained.

"Seeing the customers' reactions made me realize that people really do love to create," said Maki. He said he especially wants adults, who don't usually have many opportunities to be involved in creative activities, to experience the joy of expressing themselves through an extraordinary experience. He also shared his vision for the future, saying that in the future, he would like to create a brand for the works made at CONERU and provide a place where customers can sell their own works.

The act of touching the soil, which is part of nature, and giving form to your ideas is almost like a dialogue with nature. This simple yet creative experience enriches our hearts and gives us healing. "CONERU" is a special space where healing and creative experiences are born through the unique soil of Seto.

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CONERU nendo shop & space

Address: 28 Asahi-cho, Seto City, Aichi Prefecture

Access: 5 minutes walk from Owari Seto Station on the Meitetsu Seto Line

HP:https://www.coneru.co.jp/

*For details on business hours and holidays, please check the link above.