The Truth About Talavera ∼ Arte Mexico Museo

Buyers Beware!

If you love Talavera, and want to own some, it is worthwhile to educate yourself about the craft before buying. Talavera is a beloved art form that has been painstakingly preserved in Mexico for centuries. It is expensive, and deservedly so. A great deal of unclear and misleading information on this topic is widespread on the Internet. This section of my site is meant to help clarify complicated details and misinformation, to consolidate basic factual points necessary to understand the world of Talavera.

For the historic beginnings of Talavera in Mexico, brought to New Spain by the Spaniards, please see my section in the tab above, Uriarte Talavera de Puebla – Majolica. This page of my web site is limited to Mexican Talavera.

Talavera Certification

True Talavera is rare. Only a handful of potters in Mexico are certified by the federal government as authentic producers of Talavera. There are seven in all, according to Uriarte Talavera de Puebla’s web site. My discussion here will concern only the artisans represented in my collection: Uriarte, Capelo, and Gorky.

According to the Uriarte Talavera de Puebla web site, the authentication process established by the Mexican government began with the official public announcement on July 1, 1999. Discrepancies in this date exist in various writings on the topic. For example, the Mexico City Reforma newspaper article, Four Centuries of Excellence, (cited in the Sources section, and pictured, below.) gives September 1997 as the date it began. Since neither cites its sources for the date, I accept Uriarte Talavera de Puebla’s assertion for the premise of this discussion. The company is known to have been operating since 1824 and enjoys credibility.

The certification process was implemented to protect and distinguish the true, traditional production processes of Talavera, that have scarcely changed since the 1600s, from the pervasive spread of falsifications and imitators. It was also intended to reserve the name Talavera for the authentic product. The potter must meet strict materials and process quality standards in order to qualify. If not certified, the product cannot be deemed true Talavera for technical reasons in the way it is made. Uriarte is certified, and a certificate of authentication is provided to the customer for each piece purchased.

*Four Centuries of Excellence*, in Mexico City newspaper, *Reforma*, July 28, 2001

In my book, each seller of so-called Talavera should do the same, or should provide its customers official certification information for its products. But it is not a legal requirement. As consumers, it behooves us to inquire about this before buying.

The Imitation Game

I feel compelled to stress that the overwhelming majority of pottery sold as Talavera in stores and shops, flea markets, antique malls, nurseries, and over the Internet, is mass-produced cheaply for sale to unwitting customers who believe they are buying Talavera.

Copies and knock-offs abound. Today it is routine to see potters set up shop in the Puebla area declaring themselves ‘renowned producers of authentic Talavera’ without adhering to the standards of production necessary to achieve certification or accreditation by the government. Or, they have others, e.g., online exporters who act as middlemen in selling their wares, make such declarations on their behalf.

These days it is not uncommon to find pottery for sale online with copied signatures and logos of famed artisans that appear realistic, as though signed by the artist. Forged pieces are sold as authentic Talavera produced by these illustrious artisans, Uriarte, Capelo, and Gorky, on public Internet platforms, often at the high prices the actual artists are able to command for their works. When I see an artisan’s ‘signature’ or logo, or even the markings of an unsigned piece, that appear messy, it raises a red flag, and I question the true origin of the piece. Talavera artisans have the hands of a surgeon – steady, sure, precise – and normally even their signatures and logos reflect their artistic skill.

Potters marking the bottom of their pieces ‘Talavera’ or ‘Puebla, Mex.’ is, I believe, often intended to mislead prospective buyers and, unfortunately, such pieces for sale are currently commonplace on the Internet. Some attempt to skirt the certification process issue by proclaiming their piece for sale is ‘vintage’. Generally, anything made before 1999 can be considered vintage. In this way the question of certification can be sidestepped, since before July 1, 1999 the certification requirement for Talavera had not yet been enacted officially.

Buying Talavera

Buyers must be careful if not buying directly from Uriarte, or from the government-authorized retailer of Uriarte Talavera, Fonart, in Mexico City. Also, searching the Internet for certified Talavera can locate additional authenticated makers of Talavera in Mexico. Search for the words ‘certified Talavera’ in English, or ‘Talavera denominación de origen’ in Spanish. Those search terms should help find makers of true Talavera pottery online.

If you buy directly from Capelo or Gorky, rest assured you have purchased the real deal. There is some dispute among experts in Mexico about the difference in the color of the clay in Guanajuato, where Capelo and Gorky create their pottery. (See the article on this topic above, which is also cited in Sources below.) However, as a collector of Talavera, I have no qualms about the authenticity of their ceramics. The Capelo and Gorky pieces I own are beautifully made, of excellent quality, and I cherish them. They are proudly displayed in my collection on this web site. Below is a Capelo round ginger jar with scalloped handles in cobalt blue on the left, and a set of Gorky stylized ginger jars on the right.

True Talavera is quite simply too rich for many people’s pocketbooks due to its inherent quality. The raw, natural materials in the pigments and clay, the skill and time of workers to mine and prepare these materials, is costly. The knowledge, skill and talent of the potters, designers, and painters, is expensive due to their level of expertise. The time and labor of careful, repetitive drying, firing, and glazing are also laborious. All of this goes into each beautiful, individually, hand-made, hand-decorated piece. The high freight costs involved in properly packing and shipping the pieces, plus Customs duties at the borders, add up to an even higher price tag if not bought directly from the maker.

It’s also important to be aware that discarded remnants unsuitable for sale at Uriarte’s standards can be bought up and sold through Internet sellers who do not disclose their lower quality. I once purchased two authentic Uriarte pieces from a five-star seller on eBay. When I received the pieces, it was clear to see they were not right. Their sloppy decoration, irregular formation, and dull colors revealed what could not be detected in photos online: They were defective, they were discarded remnants. Although expensive, fortunately I didn’t pay retail store prices for them. Still, they were a disappointment. I consider my investment in them a waste of my money, and they are not included in my collection. Lesson learned.

Real Talavera is usually easily discernible to the practiced eye. However, since about 2001, the fakery techniques have reached new heights of sophistication. Even a seasoned collector can be fooled, especially if not buying in person. If you live outside of Mexico and want true Talavera, and you are willing to pay its hefty price, my recommendation is to buy directly from Uriarte Talavera de Puebla. This is my opinion, and not intended as an advertisement. I have no interest in them, or any association or connection with them, of any kind. I gain nothing from writing about Uriarte, or the other artists in my collection, except the pleasure of sharing my collecting experience with you.

Over the past decade, I’m sorry to report I have observed a decline in quality, and in the variety, of Uriarte designs. Gradually, the myriad designs, the unparalleled creativity and talent of the Uriarte artisans, seem to have diminished. The coloration of the clay and pigments used to decorate the pieces appear different, at least those in web site photos. They appear too bright, too uniform, too new and shiny. They almost look machine made. Although several lovely, traditional Uriarte patterns are shown for sale, the repetition of the same, old designs is boring. It appears to me the formerly spectacular house of Uriarte is becoming mundane. I desire few pieces displayed on the web sites of Uriarte and a store in Santa Fe, New Mexico I will discuss on this page. The same is true of the last Uriarte boutique I visited in Mexico City in January 2020. It seems few pieces made today match the finesse and specialness of my Uriarte ceramics acquired long ago. What a shame. I hope this changes. Uriarte Talavera de Puebla, are you listening?

Nevertheless, buying directly from Uriarte, or one of the other certified Talavera potteries discussed on this page, is the surest way I know to ascertain the product I am buying is legitimate, that it’s of the highest quality, that it is worth the price. And, of course, that I feel pride of ownership.

There is one brick-and-mortar store I know in the U.S. that consistently carries true Uriarte Talavera pieces. I would like to share this information for those who are interested in buying genuine Talavera in the States. It is called Mediterránia, located in Santa Fe, New Mexico. This is not meant as an advertisement for this store. I have no connection, or association with it, of any kind. I visited the store and purchased three Uriarte pieces five or so years ago. There are likely more such stores in the U.S. I feel comfortable referring this one because I personally know it to sell real Uriarte Talavera, no copies or fakes.

A time-honored organization in the U.S. that is still worth consulting is the good, old Better Business Bureau. It can only provide useful information if people report poor service and unprofessional companies, of course. I have seen Talavera exporter companies with threads of repeated complaints posted about them on the BBB. Not necessarily about the quality of the ceramics they sell, perhaps because most people still believe they purchased real Talavera from these companies. Rather, about the quality of service, shipments, late deliveries, poor or no responses to phone calls and emails, and so forth. A good tip, as always, is to check out the company you are planning to buy from before placing your order. And, certainly, before paying the 50 percent advance payment they often require. Personally, I place little confidence in reviews on company web sites or on Yelp, since it’s possible they can be finagled.

Many people assume, as I once did before I lived there, that products made in Mexico, and that life in Mexico, are less expensive than in the U.S. In my view, this is largely a misconception. It is true some local goods in Mexico, such as milk and tortillas, are government-subsidized and therefore more affordable for most people. However, many other costs of goods, services, rents, and of life generally, are proportionally equally expensive. Of course, some places simply cannot be compared, such as California and New York, where the cost of living is much higher than elsewhere in the U.S.

In Mexico, as in Europe, sales taxes on goods and services (called IVA), upwards of 15 percent, are built into the cost of the items sold, not tacked onto the receipt, therefore the percentage of tax paid is concealed from consumers. Tourists may believe the items, goods, or services they purchase are not taxed. Instability in the economy creates high periodic inflation and fluctuation in the value of currency. Mexico maintains protectionist economic policies – despite the North American Free Trade Agreement – that require high import and export duties on everything shipped into, or out of, the country. It is true that the U.S. dollar retains more buying power. But for those who earn in Mexican pesos, or who live on fixed incomes, the cost of living becomes commensurate.

All of this to say: Authentic Talavera is not inexpensive, no matter where it’s purchased, even in Mexico. For example, you cannot buy a small Talavera pot or plate for $15. A true Talavera small pot or plate would likely cost $60 or more. Mass-produced, Mexican pottery called Talavera by the seller is not really Talavera, even if it came from the region in Mexico where Talavera is made. Likewise, if the piece is made by hand in Puebla, for example, but without the approved natural materials, brushes and techniques of authentic Talavera, then it cannot be considered Talavera. In my admittedly puristic view, it is a deceptive trade practice to call such pottery Talavera, or to point to where it was made as a reason to refer to it so. Proclaiming the pottery is Talavera, or producing pottery that looks like Talavera, does not make it so.

Try Your Talavera Eye

Below, the plate on the left with a fish design is not Talavera. The plate on the right is authentic Talavera from Uriarte Talavera de Puebla. Look closely at each plate. Can you see the difference between the colors? Can you see the crispness of the white background on the true Talavera plate? And the purity and depth of the cobalt blue? Can you spot the clarity of the brush strokes? Can you notice the cleanness and precision of detail in the artistry, in the Talavera piece on the right? If not, practice looking at those details, and try again until you can spot the differences. True Talavera has minor imperfections because humans are imperfect, we are not machines, no matter how skilled. But the decoration in Talavera is not sloppy. Talavera is not messy looking.

I offer these pages, and photos of my pieces (except in the ‘Artisans – Various’ section), in this web site as a brief reference guide for comparison before you buy. If, after a bit of basic research, you recognize the difference and prefer the sometimes less pricey but low-quality product, I say: Buy it, knowing it is not Talavera, and enjoy. In that case, if you like it, that’s what counts.

However, I hope you are not enticed by a low price to buy an imitation. I hope you are not duped by an unscrupulous seller into paying an extravagant price for a piece of pottery that is not Talavera. Please don’t be fooled by the many fakers who have jumped on the band wagon over the past several years in order to reap the high prices of Talavera for inferior, inauthentic pottery.

Buyers beware!

May 2021

Sources:

Uriarte Talavera de Puebla at uriartetalavera.com.mx
Wikipedia
World Wide Web
Mediteranniahome.com
Cuatro siglos de excelencia: Se disputan la Talavera mexicana. Investigación, Carlos Medina. Reforma, at Reforma.com, July 28, 2001
Latin fire, South-of-the-border ceramics gain global appeal. The Dallas Morning News, by Lisa Martin. September 15, 2001
Artes de Mexico: La Talavera de Puebla, Edición Especial. Revista Libro Bimestral No. 3, 1995
Observations and opinions formed based on my 25 years of collecting experience