It used to be that no Cotswolds cottage or cosy home in the London suburbs was complete without a piece – or better yet, a whole set – of Emma Bridgewater crockery.

Dubbed Britain’s ‘queen of pottery’, the Stoke-on-Trent-based eponymous brand, with its trademark lettering and polka dot designs, carved out a niche of twee and quirky homewares.

But now, the company, set up by entrepreneur Emma Bridgewater in 1985, has plunged to a loss amid competition from online rivals and a loss of its ‘freshness’, according to experts.

The firm has suffered a series of business blows in recent times, having been forced to let go of dozens of staff from its 480-strong workforce, and posted a pre-tax loss of £4.4million in April 2024, according to City AM, up from £1.4million the previous year.

It comes as shoppers increasingly turn to cheaper online brands such as Temu and TikTok Shop, as well as retailers like Aldi and ASDA, to buy homeware.

PR expert Rebecca May told The Daily Mail how the ‘fast-fashion mindset’ has ‘shaped expectations, making tableware and the like seasonal and event-driven’.

‘Convenience now matters more than tradition. There is still a market for these products, but it is far more niche than it once was,’ she claimed, explaining how customers now follow trends, and often desire more neutral decor. 

Echoing such sentiments, financial strategist Laura Linden, of Feisty FD, said that Emma Bridgewater’s loss is a ‘serious warning sign for any heritage brand’.

Emma Bridgewater (left) showing her new teapot range to the then Duchess of Cambridge at the Norfolk Showground in Norwich in 2014

The firm isn’t the only traditional British company to struggle amid the changing market; pre-owned Wedgwood, once Britain’s most prestigious porcelain, is struggling to sell even at car boot sales, with some claiming they can’t ‘give the sets away’. 

Laura, whose book UnF*ck Your Business Finances: Unlearn the Shame, Reclaim the Power and Change the Game is out in December, said: ‘Changing consumer habits have, I’m sure, added another layer of pressure. 

‘We’re entertaining less formally than we used to. Fewer dinner parties, more casual meals and takeaways mean the demand for full sets and pottery has declined.

‘Add in the flood of cheaper alternatives online, whether through Temu or supermarket copies, and it becomes harder to convince people to pay premium prices for heritage products. ‘At the same time, the business has been discounting heavily to shift stock. That might prop up short-term sales, but it eats into profitability and can erode brand value over time. 

‘In finance terms, you’re sacrificing long-term positioning for short-term cash, and that’s rarely sustainable.’

Meanwhile, PR expert Rebecca suggested that Emma Bridgewater’s ‘over-exposure’ has resulted in ‘lost freshness’ and a feeling of being ‘overused’.

‘Brands like Emma Bridgewater, once celebrated and widely collected, now feel more commonplace, with products often reduced – likely a sign of too much stock and not enough demand.

King Charles III themed mugs on display during the production of hand-decorated pieces from the Coronation collection at the Emma Bridgewater Pottery Factory in Stoke on Trent

‘The aesthetic can also feel a little dated, with similar designs now available at lower price points. But the bigger shift is in consumer behaviour. 

‘Today’s audience is very different from previous generations. Investing in a luxury or unique dinner or tea set is no longer a priority – It is more for a themed dinner-party purchase than an everyday or even special-occasion staple. 

‘While many consumers also live in smaller homes, meaning storage space for large, matching sets is less of a consideration than it once was.’

It was previously reported that Emma Bridgewater, which started out as a ceramics stall in Covent Garden, London, before going on to supply retailers Harrods and Selfridges, had to slash the price of its pottery during the crucial Christmas period and summer sales last year.

All the products, which are sold in the UK, China and the US, are hand-painted at its factory in Stoke-on-Trent.

Meanwhile, surging raw material and energy costs cancelled out a sales rise and it lost £1.4million in the year to April 2023 – compared with a profit of £1.1million in 2022.

The 2022-2023 financial year covered the late Queen’s Platinum Jubilee for which it produced commemorative mugs.

Food consultant and chef Renae Smith recently told The Daily Mail that fast fashion culture and a desire for convenience in all aspects of life is driving the population away from spending cash on high-end crockery.

Emma Bridgewater in the Emma Bridgewater pottery factory in Stoke-On-Trent, Staffordshire

‘We’re in an era where convenience trumps curation. People are eating on the couch, not hosting dinner parties, and when they do entertain, it’s often with takeaway containers or one-off, budget-friendly buys from TikTok Shop. That shift in behaviour has hit heritage brands hard.

‘Wedgwood and Emma Bridgewater were built on the idea of dining as an event, setting the table, bringing people together, creating memories, and putting in the effort. But that model doesn’t sit easily with modern culture.

‘These days, you can spend £10 on a trending glass that looks great, lasts a few months, and by the time it chips, you’re ready to move on.

‘It’s fast fashion for the dinner table… and while I don’t necessarily agree with it, it’s thriving because it fits the mindset of now.

‘We want what we want, when we want it. And unless that mindset shifts, I don’t see the trend disappearing anytime soon.

‘I do think there’s still room for investing in quality, especially in things like bakeware, which isn’t tied to trends in the same way.

‘But when it comes to plates, cups, jugs – the more visible, lifestyle-led pieces – people are shopping with their eyes, their phones, and their wallets. And that leaves heritage brands in a difficult position.

‘It’s not just about how we eat. It’s about how we live. And for many, the idea of setting a formal table just doesn’t hold the same relevance anymore.’

At the same time, the population might also have less of a need to buy expensive crockery because they’re hosting their friends less, meaning there’s fewer occasions to impress, and when they do, they often opt for takeaway, or, in the case of Nigella Lawson, Twiglets.

Nigella revealed in 2023 that she is no longer hosting dinner parties, instead preferring guests to come over for Twiglets in their pyjamas.

The famous TV cook revealed she has ‘got out of the habit’ of hosting elaborate soirees, and believes that a lot of the prep is ‘too much fuss’.

‘I’ll have a person or a couple of people over quite often and I keep planning to have people around in a proper, grown-up way but I haven’t yet. I must! I feel a bit guilty because people have had me for dinner and I haven’t had them back,’ she told The Times.

Nigella, who is based in Chelsea, added that she recently served the Marmite-flavoured snack Twiglets to American guests because she felt it was her ‘duty to introduce them’ to the British bites.

‘I’m very happy for a friend to come over in their pyjamas to have supper,’ she added, explaining that formality turns her off.

Despite dozens of books with many recipes, Nigella says that peeling and chopping onions is ‘too much work’ and she prefers ‘using spring onions instead’ because it is ‘less faff’.

She added that cooking for strangers makes her nervous, and that on the rare occasion she has people over she serves them ‘buffet style’ on long narrow tables.

While Nigella may, on occasion, cook for her guests, many often choose to dine on takeaways.

There’s been a 54 per cent decrease in home cooking in the last 30 years, and over a quarter of millennials have no desire to improve their cooking skills, according to a survey by the Co-op via The i.

Elsewhere, expert and prolific author on ceramics and glass, John Sandon, who makes regular appearances on the BBC Antiques Roadshow, revealed the decline in demand for traditional porcelain is less about quality and more about shifting cultural attitudes.

He told the Daily Mail: ‘Most people consider their best china and family inherited crockery is ‘old fashioned’, whatever that means.

‘Most old sets are regarded as impractical for everyday use, and very, very few people want to use them.’

Reflecting on changing attitudes toward inherited tableware, John noted the growing disconnect between sustainability messages and modern family preferences.

He added: ‘The much quoted ‘Antiques are Green’ message has tried to emphasise that old china sets are the ultimate recyclables. And Granny’s china sets should be used. But most modern families don’t want to.’

Highlighting the gap between appreciation and practicality, John pointed out that admiration for antique ceramics doesn’t always translate into everyday use.

‘Not using your old china tea services and fruit sets is nothing to do with the reason people choose plain white from Ikea and The Range instead of very expensive Wedgwood from John Lewis.

‘And thankfully collectable antique Wedgwood is just as wonderful as it’s always been. It mostly costs a lot less than it used to, which means great opportunity for those who still want to collect antiques. We love our antique ceramics – but we don’t use them.’

In January 2025, via StokeonTrentLive, Emma Bridgewater reported ‘significant improvement’ in the first eight months of the financial year.

The accounts reportedly stated: ‘The company implemented operational restructuring, including workforce optimisation and reduced production schedules, to better align with demand patterns. 

‘The directors have implemented comprehensive measures to strengthen performance and position the business for future sustainable, profitable growth. 

‘Current performance for the first eight months of financial year 2025 is aligned with management expectations and represents a significant improvement on financial year 2024.’

The report added: ‘The directors have assessed the group’s ability to continue as a going concern, taking into account both current performance and the group’s outlook. Analysis demonstrates that the group maintains adequate financial resources.’

MailOnline has contacted the brand, Emma Bridgewater, for comment.