https://bennettgreenberg.blogspot.com/2020/04/josiah-wedgwood-wedgwood-pottery.html
https://en.wikipedia.org/wiki/Josiah_Wedgwood
https://www.wedgwood.com/en-us/welcome-to-wedgwood/the-wedgwood-story
Josiah Wedgwood FRS (12 July 1730 – 3 January 1795) was an English potter. He founded the Wedgwood company in 1759. He developed improved pottery bodies by systematic experimentation, and was the leader in the industrialisation of the manufacture of European pottery.
He made expensive goods, much in demand for the upper classes, and used emulation effects to market cheaper sets to the rest of society. His inventions include, green glaze, creamware, black basalt, and jasperware. He achieved efficiency in production and then he obtained efficiencies in sales and distribution also. His showrooms in London gave the public the chance to see his complete range of tableware.
Wedgwood's company never made porcelain during his lifetime, but specialised in fine earthenwares and stonewares that had many of the same qualities, but were considerably cheaper. He made great efforts to keep the designs of his wares in tune with current fashion. He also promoted efficiency. He was an early adopter of transfer printing which gave similar effects to hand-painting for a far lower cost. Wedgwood is credited as a pioneer of modern marketing. He pioneered direct mail, money back guarantees, self-service, free delivery, buy one get one free, and illustrated catalogues.
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