How Does the World Not Know About This?
The question that started Usta & Co.
Summer 2023 | Rishtan, Uzbekistan
How It Began
In the summer of 2023, I brought two of American friends back to Uzbekistan to show them where I grew up. Not the tourist version—the real country. We spent three weeks traveling from the Fergana Valley in the east to ancient Khiva in the west, through seven cities, across mountain passes, along routes that traders had walked for millennia.
In Rishtan, we stopped at a ceramic workshop. The afternoon light was golden, dust hanging in the air. The usta—the master—was painting a plate with a brush so fine it was almost invisible. Turquoise glaze caught the sun.
My friend's grandfather, who had been quiet the whole trip, stepped closer. He stood there watching for what felt like hours.
"I've never seen anything like this," he finally said. "Not in galleries. Not in museums. How does the world not know about this?"
That question stayed with me long after I returned home.
THE BRIDGE
The work was extraordinary—collector-grade, museum-worthy, unlike anything being made anywhere else in the world.
But these masters remained invisible outside their villages. An 800-year ceramic tradition that once adorned Silk Road palaces couldn't reach the homes where it deserves to live today.
The problem wasn't the craft. The problem was the bridge.
Usta & Co. is that bridge.
We work directly with three master ustas—each a living legend in their regional tradition. We present their work with the reverence it deserves: museum-grade storytelling, luxury packaging, and complete transparency about who made it, where, and why it matters.
Every piece is limited to 50 or fewer. Individually numbered. Directly traceable to the hands that shaped it.
What We Believe
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Heritage with Respect
Named masters, not anonymous "artisans." Specific traditions, not generic "ethnic décor." We don't exoticize. We honor.
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True Craftsmanship
Real hands. Real kilns. Real mastery. 800-year techniques. 10,000 hand-placed dots. 3-day firings at 1,200°C. No shortcuts.
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Intentional Luxury
Fewer things, but better. Limited to 50 pieces worldwide. Each numbered. We'd rather make fewer pieces than compromise.
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Transparency
You know exactly who made it. Artisan name. Workshop location. Technique details. Edition number. No vague labels.
Meet the Masters
Fergana Valley, Uzbekistan
Usta Dilshodjon
Multi-compartment serving dishes, Uzbek hospitality traditions, vibrant palettes
Bukhara Region, Uzbekistan
Usta Toxir Haydarov
Pointillist raised-dot technique, pomegranate symbolism, Bukhara opulence
Fergana Valley, Uzbekistan
Usta Ravshan Tojidinov
Legendary ishkor glaze, geometric precision, romantic florals
Our Impact
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40%+
of retail price to artisans
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50
maximum per edition
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3
master ustas
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800+
years of tradition
Bring a Chapter of the Silk Road Into Your Home
Limited‑edition plates, signed by master ustas—crafted for modern living.