Mohamed Samir Alaya is the manager of Ennaim Ceramics, an exporter in Nabeul that specializes in tableware.

For Mr. Alaya, ceramics is a family craft. He learned the ins and outs of the trade at a young age from his father’s workshop. After graduating from high school, he went to work and trained at the workshop full-time, turning himself into a skilled ceramic craftsman. Soon, Mr. Alaya’s father entrusted him with managing the entire workshop, but Mr. Alaya had even bigger plans for the ceramics market..

In 1994, Mr. Alaya joined forces with his brothers to transform his father's workshop into an official ceramics firm, Ennaim Ceramics. The company, with a workforce of 30 employees, initially focused on hand-made artisanal products, selling to local restaurants, hotels, and individual buyers. Under Alaya’s leadership, however, the company gradually shifted to modern tableware products and adapted advanced processes and equipment. To meet growing demand, it also opened two additional production facilities in Nabeul. In 2002, the company collaborated with an international trading company, opening up new export opportunities around the world, including in Europe and east Asia. By 2003, Ennaim Ceramics was 100% export-oriented, sending products as far as China, Morocco, the United States, Canada, Australia, and Argentina.

Still, demand continued to rise, and Ennaim Ceramics realized it could expand its capacity with better production processes. In 2020, JOBS helped Ennaim Ceramics improve its production layout, develop a reliable cost-calculation method, and synchronize its production lines and production methods.

However, when the COVID-19 outbreak struck in 2020, Ennaim Ceramics encountered new setbacks, such as transport disruptions and health restrictions, forcing it to close down for a month and then cut production in half. Following this period, JOBS stepped in to award the company a grant to purchase a semi-automatic enameling machine, helping it improve its product quality to attract new customers.

With JOBS’ support, the company has seen a major turnaround since the pandemic, increasing sales by more than 20%, creating 42 new jobs, and sustaining 15 jobs. It plans to expand its workforce even more in the years to come.

“As ceramic artisans, it is important for us to pass on our knowledge to younger generations and make this sector attractive to them so we can preserve this craft.”
Mohamed Samir Alaya
Manager – Ennaim Ceramics