Selling studio pottery online might seem commonplace today, but back in the early 2000s it was almost unheard of. In fact, when Peter Ward, founder of Online Ceramics, first explored the idea in 2010, many in the ceramics community thought it wouldn’t work at all.
Why? Because, despite their extraordinary skill in making pots, most ceramic artists aren’t natural salespeople.
Peter, a lifelong enthusiast of collectable ceramics, had long been fascinated not just by the pots themselves, but by the people behind them. Whenever he was in Plymouth, he’d catch up with his old friend and mentor, the potter John Pollex. Their conversations would always return to a frustrating theme – how many experienced ceramicists were struggling to make a living from their craft, even after decades of making.
At the time, selling pots was far from straightforward. In the mid-1980s, studio pottery for sale was mostly confined to small craft fairs or the occasional gallery. High street shops showed little interest in handmade ceramics, and collectors had to track down potters directly – often in remote studios, far off the beaten path.
Peter toyed with the idea of producing a printed catalogue showcasing collectable pottery for sale. He could take the photos, design the layouts, and curate the work. But printing costs were prohibitive, and finding somewhere to stock the catalogue was another hurdle. Then, the internet changed everything.
Peter was quick to spot the potential of online retail for studio pottery UK makers. But in the early days of the internet, home computers were painfully slow – images took minutes to load, and secure payment systems didn’t yet exist. It wasn’t until broadband became widespread and platforms like WordPress emerged that the idea became technically viable.
By the summer of 2010, Peter began exploring the feasibility of creating a dedicated online platform for collectable ceramics. He admired what other pioneers like Oakwood Gallery were doing, but their sales process still required customers to contact the gallery directly before making a purchase.
The real trailblazer in Peter’s eyes was Oxford Ceramics. Their site was clean, professional, and allowed for online transactions. Peter placed a test order and was impressed – the pot arrived swiftly, carefully packaged, and double boxed. Inspired, he set out to build something similar, but even more user-friendly.
Peter didn’t just want to sell pots – he wanted to change how people experienced them online. That meant making the buying process as transparent, personal, and reassuring as possible. His approach was based on a few key principles:
With this in mind, Peter began reaching out to makers. Most were enthusiastic, although a few were sceptical: “My customers want to hold the pots before they buy them,” they’d say. Fortunately, time proved them wrong.
The next challenge was the name. “Ceramics Online” was Peter’s first idea, but the .com domain was taken. After some thought, he landed on Online Ceramics – simple, specific, and available as both .co.uk and .com.
Although Peter could design, he knew the technical side needed expert input. He approached Jigowatt, a creative agency with the right blend of design sensibility and technical skill. Over August 2010, the concept turned into a working site – clean, fast, and intuitive.
He set off across the UK sourcing pots – from John Pollex and Richard Godfrey in the southwest, to Walter Keeler in South Wales, and then to London to meet Emmanuel Cooper and Chris Keenan. It was a personal journey, connecting with makers he admired and whose work deserved a wider audience.
Online Ceramics officially launched in October 2010 with adverts in Ceramic Review and Crafts Magazine. A few weeks later, Peter received a message from Emmanuel Cooper:
“I saw the ad in Ceramic Review – which looked suitably clear and attractive. The website is easy to follow, no pop-ups, no clever graphics, a strong, clean design – I like it. Good luck with it, it’s a fantastic enterprise and with good illustrations of the pots, makes its point well.”
The first sale came five weeks after launch. It was a long wait, but it marked the beginning of something new. Today, Online Ceramics ships British studio pottery all over the world. What started as an idea to support potters and make collectable pottery more accessible has become a trusted destination for ceramic collectors in the UK and beyond.
Over the past 15 years, Peter has shown that with the right platform and a clear vision, studio pottery for sale can thrive online. In doing so, he’s helped dozens of potters reach new audiences, and brought the joy of collectable ceramics to thousands of homes.
The world of ceramics may be rooted in tradition, but its future is very much online.
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