Josiah Wedgwood

Lore & Background

Josiah Wedgwood was born into a family of potters in Burslem, Staffordshire Potteries, the thirteenth and last child of Thomas and Mary Wedgwood. After his father died in June 1739, he finished school and began an informal apprenticeship, learning to throw pots on the potter's wheel. When nearly twelve, he suffered a severe bout of smallpox which affected his right knee, but recovered sufficiently to get a formal indenture on 11 November 1744, serving as an apprentice potter under his eldest brother Thomas. His brother turned down his proposed partnership, so in 1751 or 1752 Wedgwood worked as a partner and manager in a pot-works near Stoke. He later went into partnership with Thomas Whieldon, developing an exceptionally brilliant green glaze that saw immediate demand. A knee injury spread to general inflammation, forcing him to convalesce for several months, during which he extended his education by reading literature and science books, aided by repeated visits from William Willet, minister of Newcastle-under-Lyme Meeting House, who had married Wedgwood's sister Catherine in 1754. Wedgwood attended this English Presbyterian (later Unitarian) chapel. Around 1759 he expanded his Burslem business, renting Ivy House Works and cottage from his distant cousins John and Thomas. In 1762, after another knee accident, he was accommodated by Thomas Bentley, who became his close business associate, and met chemist Joseph Priestley, who became a close friend. After more problems with his knee, his leg was amputated on 28 May 1768. The Etruria Works opened in June 1769. He married his distant cousin Sarah on 25 January 1764; they had eight children, including Susannah (mother of Charles Darwin) and Josiah II (father of Emma Wedgwood, who married Charles Darwin).

Reader's Guide

Josiah Wedgwood's significance lies in his systematic experimentation to improve pottery bodies and his leadership in industrialising European pottery manufacture. He developed several new pottery types—green glaze, creamware, black basalt, and jasperware—each quickly copied. His marketing innovations were pioneering: direct mail, money-back guarantees, self-service, free delivery, buy one get one free, and illustrated catalogues. He used emulation effects to market cheaper sets to the rest of society while his expensive goods were in demand from the upper classes. His showrooms in London gave the public the chance to see his complete range of tableware. He was an early adopter of transfer printing, giving effects similar to hand-painting at lower cost. As a prominent abolitionist fighting slavery, he is remembered for the 'Am I Not a Man and a Brother?' anti-slavery medallion, commissioned by Joseph Hooper, a founder of the Society for Effecting the Abolition of the Slave Trade. The medallion used the design from that society. Wedgwood was a member of the Darwin–Wedgwood family and grandfather of Charles and Emma Darwin.

Did You Know?

• Wedgwood had his leg amputated on 28 May 1768 after ongoing knee problems.
• He was the grandfather of both Charles Darwin and Emma Wedgwood (who married each other).
• The 'Am I Not a Man and a Brother?' anti-slavery medallion was commissioned by Joseph Hooper, a founder of the Society for Effecting the Abolition of the Slave Trade.
• Wedgwood's green glaze was developed after six months of research and preparation, and saw immediate demand.
• He pioneered marketing techniques including direct mail, money-back guarantees, self-service, free delivery, buy one get one free, and illustrated catalogues.