Kitty Tait, Head of Content, sits in with celebrated ceramic designer Emma Bridgewater.
KT: Let’s start at the beginning – what’s the story behind the business?
EB: It began with a simple central idea – to find a lovely birthday present for my mum. I had in mind two cups and saucers, something that represented saying: I love you; I miss you.
As I stood in the china shop holding an image of her kitchen in my mind, I felt that the industry had lost the plot. There was nothing that spoke to that welcoming and informal way she lived her life. It seemed the only way to make the vision a reality was to create something myself.
KT: What took you to Stoke–on–Trent?
EB: A friend gave me the business card of a model maker in Stoke-on-Trent and off I went. At the start, I knew very little. All other producers were pulling the plug on their factories, outsourcing to the Far East. I looked at the dereliction in the city of Stoke, at the empty factories, and felt a yearning to turn the lights on and fill them with people and energy.
Nearly 40 years on and my business still prospers entirely from those local traditions of Staffordshire making. Being based in the UK is so important to me. Looking back, bringing the factory back to life became my purpose from day one.
“Looking back, bringing the factory back to life became my purpose from day one.”
KT: How have your products evolved over time?
EB: Our mug is still the original shape, but the design and product range has evolved significantly. Each season we tackle the job of creating designs that look absolutely familiar while also being completely new. That’s what customers expect of a brand they admire and follow. It’s a brilliantly difficult and stimulating process.
KT: How difficult was it to scale up?
EB: Scaling up was hellish. In the beginning, you can’t afford the people who are going to help you propel the business forward. There is a messy period; you exhaust yourself to the point of despair and call in lot of favours. But I’ve always traded profitably. My pride ensured that happened.
KT: You’re a very driven person. How did you manage to balance a busy life while being the face behind the brand?
EB: As women we want it all, and one way or another many of us are achieving this. But the compromises are huge. It relies on a fantastic team, where we all work together – both in the business and the family. You have to know when to ask for help and, crucially, learn how to delegate.
KT: What are your plans for the future of the business?
EB: We didn’t push our children to ‘gen up’ for the business. At this point, none of them wants to take over and that doesn’t break my heart, actually. We are in a process of tooling up, putting structures in place to give the business the best fighting chance for the future.
KT: Was it always Emma Bridgewater?
EB: It was briefly Brixton Spongeware, then Bridgewater Pottery, but the integrity of the brand meant it had to have my name. I could have called it something modish and non-specific but that would have been inauthentic.
KT: Which is your favourite design?
EB: It’s got to be Toast and Marmalade. But there is always something in the latest collection that I love. We’ve just designed a beautiful spongeware pattern of buttercups and daisies which will be coming out shortly.
KT: And your one piece of advice to budding entrepreneurs?
EB: Ask yourself – are you up for this? It’s going to get really tough. Also, get your product out there. Unless people are pushing each other out of the way for it, don’t bother. You have to have a proposition.
Emma Bridgewater was speaking at the third in our Stonehage Fleming Women supporting Women series, hosted by Matthew Fleming and Kitty Tait.
Read more from the Women supporting Women series.