Deruta
Must-SeeRenaissance-pattern majolica — the most traditional Italian ceramic. Workshops line the main street. Look for hand-painted (dipinto a mano) marks on the base.
Vietri sul Mare
Must-SeeColourful coastal designs — lemons, fish, donkeys. The best shops are on the main road through Vietri (the first/last Amalfi Coast town). Factory seconds at lower prices.
Caltagirone
Must-SeeMoorish-influenced patterns on the famous ceramic staircase. Workshops in the upper town produce the finest pieces. The ceramic museum provides context.
Grottaglie
Must-SeePuglia's ceramics capital — a quarter of the town is workshops. Earthy, rustic styles. Less famous than Deruta or Caltagirone, often better value.
Bottom line
Ask to see production, taste before buying, and check for DOP/IGP certification. Authentic Italian products are worth the effort to find.