Rebecca Rickards, the owner of Cornishware, believes that the bold blue-and-white stripes that define her family’s pottery range will remain fashionable for years to come. Cornishware, which celebrates its 100th anniversary this year, has become a British homeware staple, a design icon, and even a fashion sensation. The range made its debut at Milan Fashion Week when Jonathan Anderson incorporated it into the SS24 show for his label JW Anderson. Anderson utilized over 500 teapots, mugs, cereal bowls, and pasta bowls as invitations for the runway show, with models walking on a blue-and-white striped carpet. The merging of Cornishware and fashion was an exciting moment for Rickards. She states, “It was lovely seeing Cornishware step into the world of fashion, which it’s never done before. And it was wild to see bloggers and influencers dressed in blue and white stripes – you realized that the power of the Cornishware brand had filtered through.”
Cornishware was originally founded by British potter TG Green, who drew inspiration for the stripes from the Atlantic Ocean and Cornish clouds during a marketing campaign in the 1930s. The decorative kitchenware became popular during the 1920s and 1930s when housewives began taking control of kitchens. The brand’s buoyant stripes helped it withstand the economic threat of the Great Depression. In the 1950s, the brand experimented with new colors and introduced “Cornish Red” in an attempt to appeal to the American market. Despite facing challenges, Cornishware found a new lease on life in 2007 when new investors, including Charles Rickards (Rebecca’s father), saved the business from closure. Its main markets outside of the UK are now the US, Australia, and South Korea, with “Cornish Red” remaining a popular choice.
Even during the pandemic, Cornishware managed to defy the crisis and experience significant success on Instagram, particularly among 25-35 year olds. Rickards humorously mentions that people were likely at home during lockdown, looking at their mugs, and thinking they needed a new one. This increased demand did put pressure on the pottery, but the team worked hard to keep up with orders. Despite not being manufactured in Cornwall, Cornishware remains authentic to its heritage as it is made from Cornish clay at a pottery in Somerset. However, the company plans to bring production back to their farm in order to fully market it as a British-made product.
As Cornishware celebrates its centenary, it taps into collective nostalgia by re-releasing designs from the 1950s, such as spice jars, a cake stand, and a rolling pin, in addition to its regular collection. The brand also introduced a new color, “Cornish Blackberry,” inspired by a limited-edition platinum jubilee mug. Cornishware prides itself on balancing tradition with freshness by launching new products every few months. Jonathan Anderson, a fan of Cornishware, describes it as a British household classic that brings comfort and familiarity. He decided to incorporate the blue and white stripes into his fashion show in Milan as a nod to the everyday textures and patterns found in a British home.
Rickards, reflecting on her recent visit to the JW Anderson store in Milan adorned with a giant Cornishware teapot, acknowledges that such opportunities are rare for a small business like theirs in the West Country. As Cornishware continues to grow, it remains uncertain where its striped ceramics will appear next.
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