The Emma Bridgewater Factory in Stoke-on-Trent is a perfect example of maximising several revenue streams, while still maintaining core values, and providing a consistent brand experience.

During a factory tour, customers have an insight into the process of how everything is made. Along the way they’ll meet the artists who lovingly adorn items. (On the base of the products, you’ll find the Emma Bridgewater logo, along with the initials of the individual artist.)

Customers can choose from a couple of different experiences, such as the Factory Tour, Afternoon Tea in the cafe, and a Decorating workshop.

There is an outlet shop, which has surplus or out of season products. Including bespoke merchandise Emma Bridgewater produces for companies. There is also an online shop, and the main gift shop, which stocks the current season’s featured products.

Today I got a happy dance from an independent business owner.

Not only did it absolutely make my day, but it was a reminder of why I started AJCS in the first place - to lift businesses up!

The lovely ClairTDesigns makes crochet items, like hanging heart decorations and plant pot cozies. I happened to pick up a little cactus with a plant pot cozy. To which Claire said, as she carefully wrapped up my item “I’m so happy, this is new, and it’s my first sale!”

I could of cried. This is exactly what motivates me to support local and independent businesses.