Moulay Ahmed Serghini is a pioneer in this innovative action which shows an innovation of the old methods but with preserving that traditional touch.

Belonging to a family of master ceramists in which the work of the clay was a duty that he inherited As a young boy, he was attracted by the family workshop which he began to attend from time to time instead of going to school. It was not long before he quitted school despite the protest of his family.

After strong dispute, his father receded before so much determination, so much at the beginning, he was given menial and unrewarding jobs, a step every learner goes through. But he was impatient and wanted to burn the steps to become in the least time possible as good as the masters.

After few years, he became familiar with every skill in this profession, and with every family secret regarding the making of enamelware. He felt able to compete with the 'Maalem' (master). His own researches and innovations have never stopped enriching the heritage ever since, by introducing ways which left aside the pure traditional ones, and by creating series of elegant master-works.

His products were marked by new decorative styles, news in its kind, but without neglecting the Safi and Fassi styles which he mixed sometimes into a fine combination.

This talented ceramist is concerned about both the quality of the enamel and the originality of colours, which leads to particularly interesting results. The 'dusty pink' (vieux rose) he managed to get has become his distinctive hallmark. With this artist, the skills are refined, the products are most desirable, and ornamentation and colour range are improved.Many of those knowledgeable in the field regard his innovations as that which reveal fruitful imagination, an extraordinary talent and a creativity worth of succeeding that of his ancestors.