Mass customization is pointed as a means of improving a company’s competitiveness, which is an essential trait in Europe’s economic situation of today. This paper reports a mockup implementation of the mass customization paradigm to ceramic tableware design, through the use of shape grammars, parametric modelling and rapid prototyping. Focus is emphasized on the initial development of a parametric shape grammar as a design system, operating on curved surfaces and solids. Mapping operations are suggested for dealing with the formal complexity of these shapes. This initial academic experiment poses as a first step into the development of a mass customization system that is expected to meet industry standards.