Josiah Wedgwood

Place: Burslem

Born: 1730

Death: 1795

Biography:

Josiah Wedgwood (12 July 1730 – 3 January 1795) was an English potter, entrepreneur and abolitionist. He founded the Wedgwood company in 1759, and developed improved pottery bodies by systematic experimentation. He was the leader in the industrialisation of the manufacture of European pottery. 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 was an early adopter of transfer printing which gave similar effects to hand-painting for a far lower cost. Meeting the demands of the consumer revolution that helped drive the Industrial Revolution in Britain, 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. A prominent abolitionist fighting slavery, Wedgwood is remembered too for his Am I Not a Man And a Brother? anti-slavery medallion. He was a member of the Darwin–Wedgwood family, and he was the grandfather of Charles and Emma Darwin.