Wedgwood: A British brand steeped in history and heritage
Being from Stoke-On-Trent, Staffordshire it’s in my blood to love ceramics and pottery. Members of my family on my mum’s side worked the potbanks; my Nana Doris attached handles to mugs at Wetherby’s in Hanley, a company who produced earthenware tableware, my mum’s Aunty Ada (Doris’ sister,) was a hand-painter at Beswick’s in Longton, and my mum’s Uncle Luke worked the kiln at Meakins, which is now the world-renowned factory of Emma Bridgewater. The Caldon Canal ran in front of Meakins amazing bottle kilns and although there were seven kilns, only six were ever visible at one time to the viewer, no matter where you stood one of them was always hidden.
The 'Seven Sisters' - J&G Meakins Eastwood Hanley Pottery photo by Donald Morris in 1958
Because of this rich family history and strong personal connections with ceramics, we’ve all been avid collectors of pottery from various manufacturers including Spode, Moorcroft, Royal Stafford, Portmeirion, Beswick and Burleigh Pottery (the list goes on.) I have more Emma Bridgewater mugs, and mismatching crockery than I’d like to admit, but all for the cause of supporting our local heritage, and of course, for our love of pottery.
Illustration of Wetherby's from a 1913 letterhead
Wedgwood pottery is a personal favourite though. Considering it’s legacy began over 260 years ago, this heritage brand is so in-line and in-tune with modern day luxury, not only with their product offering but with their marketing, branding and styling across their website and social channels. I think they’ll have the ‘New Heritage’ audience hooked. Granny’s Wedgwood china for afternoon tea anyone? Yes please.
I love that with Wedgwood products you can use just one maximalist item for major impact, but also easily combine many smaller items like cups, plates and vases for a diverse and interesting mix and match look. And the more clashing, vibrant and colourful the better, especially if you want that English eccentric aesthetic.
This image illustrates my note about mixing and matching different patterns and colours perfectly
Here is some history about the brand for you, because the history of brands is really important:
In 1759, Josiah Wedgwood set up as an independent potter in Burslem, Staffordshire at the age of 29, where he experimented with clay. He was the eleventh son of the potter Thomas Wedgwood, and showed skill and promise in the craft at the young age of nine.
Later, Josiah began to study chemistry, experimenting with various processes to understand how different clay and minerals reacted to fire. This was all in the name of developing better clays and glazes to rival his competitors, and led to great discoveries which allowed his team to produce their pottery using revolutionary methods. It was his unique glazes that distinguished his products from others on the market. He was a pioneer in his field, which soon, his competitors would copy.
Josiah Wedgwood
His vision was to create affordable luxury products, to challenge the offerings from China, Japan, Greece and Italy, and to this day the brand still produce many of the materials he invented, including Jasperware, Queen’s Ware and Black Basalt. The upper classes desired his expensive, luxury offerings, whilst he emulated luxury using lower cost materials to produce cheaper wares to appeal to a wider audience..
In 1765, his warehouse in Mayfair became an integral part of his ‘sales strategy’ - which was an innovative concept at the time. Within two years, his trade had outgrown London, and the Mayfair address became a very fashionable meeting point for high-society.
His workers grafted around the clock to satisfy the demand for these insatiable fashionistas, but they desired objects that symbolised modernity, purity and simplicity. They need a refreshing change from what everyone else had in their homes; stuffy and overly grandiose, old-fashioned designs covered in gilding and a move away from the chinoiserie style.
A striking yet simple design collaboration with Wedgwood and Lee Broom, a made-to-order collection that I think Josiah would applaud.
To take advantage of this stylish and sophisticated group, Wedgwood expanded to Bath, Liverpool and Dublin, along with Etruria (in Stoke-On-Trent) and Westminster. He held certain products back from new collection launches to increase the demand and appeal. The area of ‘Etruria’ was named after the district in Italy where the black porcelain was being excavated. Wedgwood found this porcelain inspiring, and his first major commercial success was his version of it, which he called "Black Basalt".
Wedgwood Black Basalt Tea Set via 1dtdibs
The Wedgwood brand continues Josiah’s legacy, crafting the highest quality fine bone china dinnerware, teaware, and generally joyous objects. They re-imagine archival patterns and forms, as well as introducing fresh and colourful designs, staying ahead of the clay game like they always did.
The Panther Vase 2020 Christmas Decoration in the ‘Wedgwood Blue’ Jasperwear finish; I thought could double up as a lovely chess piece.
Jasperware, which is considered Josiah’s most eponymous inventions, first appeared in 1774 after thousands of experiments. The unglazed stoneware was produced in blue, green, lilac, yellow, black and white, sometimes a few colours combined within one piece. It was the iconic light blue version of Jasperwear that was the reason behind the expression "Wedgwood Blue”, and it’s the colour and chalky ’biscuit’ texture that we think of when we think of Wedgewood.
The Wedgwood brand has been associated with The Royal Family since their creation for Queen Charlotte. She ordered a cream-coloured earthernware set, that she adored so much that she granted Josiah the permission to call himself 'Potter to Her Majesty', as well as naming the set 'Queen's Ware'. A great bit of marketing that Josiah managed to secure.
‘Creamware’ tea and coffee service, 1765, on display at the V&A Museum London
The celebrity status of Josiah Wedgwood went from strength to strength, gracing the tables and homes of British monarchs and Heads of State including the Vatican, the Kremlin and the White House. This young man from Stoke-On-Trent was getting his name out there in a big way, and Wedgwood is still the brand of choice for many prestigious hotels and restaurants today.
Kit Kemp, the world-famous interior designer collaborated with Wedgwood to create two ranges; ‘Mythical Creatures’ and ‘Sailor’s Farewell’, the latter is used at The Whitby Hotel in New York and Ham Yard Hotel in London.
‘Mythical Creatures’ - A Wedgwood collaboration with Kit Kemp
In 1995, the Wedgwood brand was granted the Royal Warrant, ‘a mark of recognition of those who have supplied goods or services to the Royal Households for at least five years, from Her Majesty Queen Elizabeth II.’
Since 1940 the Wedgwood factory, which of course now utilises modern technology to sustain demand, still combines the original, traditional skills of throwing, modelling and decorating. These skills are are preserved through an apprenticeship program where training can take up to 10 years to become ‘Master Craftspeople’. It’s so brilliant and heartwarming to know that these legendary skills are still being used, and more importantly, taught and passed on, ensuring that those original techniques are celebrated.
JIgger - This is stage 1 in production, a revolving mould that forms the shape of the item
I often find myself trawling eBay and hunting the vintage stalls (when we were allowed out) for second-hand Jasperware and other classic Wedgwood finds. I’ve come across a couple of treasures in my time, and the small blue Jasperwear dish in this image is one of my favourites.
It houses my favourite earrings, and sits prettily on my bedside table. True to my love of juxtaposing eras, textures and patterns, I think the Jasper Blue works beautifully with the ultra modern black metal Ribbon light from Habitat, and the delicate lilac glass vintage perfume bottle. The mid-century teak mirror adds yet another layer to the interesting mix of eras.
Wedgwood Jasperware in my home; mixing old and vintage with new and modern.
Since researching the brand a little more I’ve found out a few facts about Josiah Wedgwood:
Josiah Wedgwood, the most famous potter in history, couldn’t use a potter’s wheel. He survived a childhood bout of smallpox which permanently weakened his knee, meaning he was unable to work the foot pedal of the wheel. As a result, he concentrated from an early age on designing pottery and then making it with the input of other potters.
Charles Darwin, best known for his contributions to the science of evolution, and Emma Darwin, the novelist were Josiah Wedgwood’s grandchildren.
Wedgwood is sometimes credited as the inventor of modern marketing. Many common sales techniques such as direct mail, money-back guarantees, free delivery, celebrity endorsement, illustrated catalogues and buy one get one free came from Josiah Wedgwood.
From 1787 until his death in 1795, Josiah Wedgwood actively participated in the Abolition of Slavery cause.
Equal measures of cool and beautiful in this image from Wedgwood’s Instagram showcasing their Magnolia Blossom collection.
It’s a great feeling to be born in the place where all this was happening over 260 years ago, and the more I research the brand the more it appeals to me. I admire the the duty the brand feels towards it’s past and it’s culture, but with a strong and experienced eye on the now and the future.
Their collaboration with modern designers, including Kit Kemp, Lee Broom, Jasper Conran and Vera Wang heightens the appeal for high-quality and innovative design, offering more and more covetable pieces to varying audiences which bring timeless elegance to modern homes far and wide.
Images from their recent blog post with Rachel Chudley, an interior designer with a maximalist take on styling, a woman after my own heart.
I greatly look forward to the day when we’re a little more ‘back to normal’ and we can visit the factory for the ‘World of Wedgwood’ tour, but in the meantime I’ll do the next best thing and watch The Great Pottery Throw Down on 4, which is my all-time favourite TV programme and guess what? It’s filmed at Middleport Pottery in Stoke-On-Trent!
I would love to hear your thoughts on ceramics and pottery, and how you like to style the your favourite pieces in your home. I’ll leave you with a fun styled image of the Panther Vase 2020 Christmas Decoration, which I thought looked quite at home alongside other beautiful items…
What’s your next move?
