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| HOME | Brand Watch: Emma Bridgewater

A number of years ago I noticed pictures of other people’s dinnerware circulating online and in magazines, which featured white crockery with bold black lettering swirled around the outside of plates, bowls and mugs. Although a simple design, the collection really captivated me and I knew that I wanted to get my hands on some of my own.


I discovered that this was the Emma Bridgewater “Black Toast” collection- one part of many collections that she has created during her 32 years in production. Other current collections include Marmalade, Rose and Bee, Polka Dot, Wallflower, Starry Skies and Pink Hearts (to name but a few).
Each design is like a work of art; sponged or hand painted onto the pottery. You also have the option to personalise your item with a name for example, if you so wish. The pottery itself feels thick, sturdy and built to last; no wonder then that so many people have been collecting Emma Bridgewater for decades!



Personally as I said, I’m a real sucker for the Black Toast collection. Each piece has a different printed quote or phrase which draws the eye in and makes a real statement. The black and white design is simple, but it goes with everything. It also compliments other items in the range too. The black lettering I am very pleased to say, hasn’t faded at all over the years. I often bleach my black toast mug as it gets stained with tea, and it always stays as crisp and vivid as the day I bought it!

Emma Bridgewater’s factory is based in Stoke-on-Trent in Staffordshire. Every item in her range is made and distributed from here. The factory is open to the public; holding factory tours and experience days, which include an afternoon tea style lunch, a chance for you to decorate your own item of pottery and of course browse her range in the factory gift shop! It's fantastic to be able to see the creation process first hand from start to finish. I can’t think of many brands that allow you a chance to do that.

Emma Bridgewater also offers a “lifetime membership” for a one-off fee of just £10.00! This entitles you access to a designated “collectors club” area of their website- not accessible by members of the public, where you can buy exclusive collectors club items online, early access to sale items and more. I think this involvement with the public is brilliant. It really makes you feel a part of the “family” and the brand seem so much more than just pottery.

Emma has branched out into homeware and stationery including notebooks, cushions, reed diffusers and even hand and body wash. She has everything covered if you are looking for that perfect gift for someone. 

I can’t wait to build upon my collection and hopefully pass it on to my children one day to enjoy as much as I do. 


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