<p>In recent times, there has been a major hindrance to marketing Ghanaian traditional pottery products to compete with international market standards. Therefore, the study assessed how tradition and innovation could be blended with sustainable practices to enhance both cultural preservation and market viability of contemporary Ghanaian ceramic artworks in the global market. The study employed a qualitative descriptive research design and semi-structured interviews as a data-gathering instrument. Twenty (20) participants, comprising five ceramic artists, five art educators, and ten market vendors, were selected using Berry &amp; Lindgren’s formula 10% sample size method. The qualitative data collected through the interviews were transcribed and analyzed using thematic analysis. Findings revealed that contemporary ceramic artists were not only innovating but also acting as custodians of cultural memory, adapting inherited knowledge systems to modern contexts without compromising authenticity. It was also revealed, among others, that artists blended tradition and innovation to express social issues through their artworks, and added value to the artifacts to meet international standards. The study concluded that integrating traditional methods with sustainable materials and design approaches would contribute to the long-term conservation of Ghana’s ceramic heritage. Therefore, the study recommended, among others, that ceramic educational institutions could expand their curricula to incorporate innovative ceramic techniques alongside traditional practices.</p>