While industrial tile-making stresses the reproduction of tiles with glazes so consistent that one tile is virtually indistinguishable from another, creating artisan tiles (while still striving for a certain amount of consistency) celebrates the natural properties and the unpredictable nature of the clay and the glaze. Though the "serendipity" of the process is often a source of frustration, it also can lead to the discovery of new textures and colors which can become new products in themselves.
A second - and equally important - difference between artisan and mass-produced tiles is the nature of the artisan. More than just a craftsman, each artisan seeks to impart in their creations a bit of their unique personality. Today, a half a century after the rebirth of the American artisan tile movement, there are a great many companies producing interesting, innovative designs - each a reflection of the artisans who create them.