Provence’s santon makers seek geographical protection for historic craft

The artisans behind Provence’s iconic santons -the small, hand-painted clay figurines used in traditional Christmas nativity scenes - are seeking official Geographical Indication (IG) status to protect the authenticity of their craft.

The move follows a local santon maker’s admission that part of his production was outsourced to Tunisia, raising fears that cheaper, foreign-made figurines could threaten the reputation and future of the Provençal tradition.

More than one million santons are sold each year, generating over €10million in revenue, according to the Union of Santon Makers of Provence. A typical 12cm figurine retails for around €20.

If approved, the IG label would ensure that only santons made in Provence can be marketed under that name, offering consumers a guarantee of origin similar to protections for items such as Calais lace and Limoges porcelain. 

Artisans also plan to apply for UNESCO recognition to list santon-making as intangible cultural heritage.

Protecting the craft

For Daniel Coulomb, a santon maker in Aubagne since 1986 and president of the IGSP Association, the need for protection is urgent.

“Foreign production is real,” he said. “The danger for us is seeing large companies in our sector head in that direction, in a kind of race to the top, which would ultimately destroy our fragile, artisanal craft.”

Santons remain “deeply rooted in the hearts of the French,” Mr Coulomb says, with most sales concentrated in southern France. Since Covid, demand has spread to Paris and Brittany, though tourists represent only a small share of his sales. 

Each year, new characters are added, often reflecting traditional trades, while attempts to create modern celebrity figures remain marginal and are generally frowned upon by both artisans and customers.

Legal and cultural recognition

A new EU regulation, in force since December 2023, allows craftspeople to register non-food products for geographical protection.

Michel Bouvier, president of the Union of Santon Makers of Provence, said foreign competition has become impossible to ignore.

“Chinese resin figurines pose little danger, but the recent admission by a local artisan who outsourced part of his production to Tunisia while using identical techniques was a turning point,” he said. 

“This real threat to the profession led us to prepare a geographical indication for Santon de Provence, which will come into effect in 2026.”

Strong domestic and international demand

Despite these concerns, demand remains strong at home. “The local market is very important,” Mr Bouvier explained. 

“The santon is part of Provençal traditions, and setting up the nativity scene is essential for Provençals, especially for people from Marseille.” Tourists account for about 30% of purchases.

International interest is growing as well, with collectors in Japan, the United States and Northern Europe drawn to the hand-painted details and stories behind each figurine. Provençal makers such as Escoffier, Atterra and Carbonel already export widely.

For artisans, IG status is not just a commercial measure. It is a way to safeguard a cultural symbol. As Mr Coulomb said:

“The goal is to protect local artisans and allow the true origin of a santon to be indicated when it is sold at a Christmas market or elsewhere, which is not the case today.” Coulomb