Wedgwood job cuts 'another slight nail in coffin'

A star of TV show The Great Pottery Throw Down has described job cuts at ceramics firm Wedgwood as "another slight nail in the coffin" for the industry.

Keith Brymer-Jones, a judge on the Channel 4 programme, called for greater support for the sector after Wedgwood said it would reduce staff at its factory in Stoke-on-Trent, although the exact number has not been confirmed.

The company's owner Fiskars Group said taking this step would ensure the brand continued through an "immensely challenging" period.

Speaking to BBC Radio Stoke, Brymer-Jones said: "It's just another slight nail in the coffin, really.

"I know we live in a global market but there could be more support from government and the support could have been coming for years."

He said he often felt Stoke-on-Trent had been "left on the sidelines" and the difficulties faced by ceramics firms were an "indictment" of the lack of investment in the industry.

"You can't protect it just out of completely illogical reasons but there are things the government could do to really help," he added.

"We can't afford to lose anymore manufacturing in this country, because, quite frankly, we're good at it."

Wedgwood's announcement came after a 90-day pause in production began in September, with 70 workers put on temporary leave due to a drop in demand.

It followed the loss of other ceramics firms in the city in 2025, including Royal Stafford and Heraldic Pottery.

Moorcroft Pottery also collapsed last year but was later bought by the grandson of the company's founder.

Fiskars Group said it had been "proud" to help preserve the tradition of pottery-making in Staffordshire by leading Wedgwood through "immensely challenging" global market dynamics.

It said the factory's production would now focus on high-end products including Jasperware and Prestige Bone China but this would "necessitate a reduction in the number of roles".

"We are commencing a standard 30-day consultation and will work closely with the workforce and trade unions to ensure that those affected receive correct support," a spokesperson added.

"By taking this step, we are ensuring the famous Wedgwood name and the Staffordshire craftsmanship associated with it continue."

The GMB Union previously said it would do everything it could to support the workers "at this incredibly difficult time".

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