How Emily Johnson became a creative director at 1882 Ltd

We spoke to Emily Johnson about her route into the craft sector

1882 Ltd pottery

What I do

I boss people about, creatively.

I am the Creative Director, Co Founder and Owner of 1882 Ltd., which is a design-driven ceramics brand. I am the bridge/conduit/communicator between the designer who we have asked to collaborate with us and the factories that produce their designs. It is a lot about communication and relationships in keeping both sets of artists and creators happy.

I am also the Founder/Owner which means I have to look after the business as a whole.

Jobs in ceramics

There are makers, modellers, scientists, engineers, glazing specialists, kiln workers. Then there are designers, sales people, logistics, administrators and strategists.

I chose to run my own business so I have had a steep learning curve. Logistics and accounts are my worst area and the creative side is definitely my favourite area with problem-solving thrown in for good measure.

Why craft?

I love industrial craft where we are able to do things on a larger scale. I am the fifth generation of a pottery family and so it does run in my veins.

I was inspired to start the company because the pottery industry was moving overseas to China, Thailand and Sri Lanka. I believe passionately that we have some of the best industrial craft skills in the world and that coupled with innovative design should mean that we have a strong story and incredible product to sell. It takes over 10 processes to make a simple mug and each process has had someone’s hands and skill involved. I am inspired on a daily basis and want to share those skills and the processes and the product with as many people who are interested.

1882 Ltd pottery

What I studied at school

GCSEs: History, English Literature, English Language, Physics, Chemistry, Maths, Geography, Home Economics, French

A Levels: English, History, Theatre Studies

I was always more interested in arts and humanities so that was the driving force behind my GCSEs. And (I say with a whisper) I wanted to be an actress! That meant humanities subjects and Theatre Studies for my A Levels. If I had the opportunity to do it again I would have swapped History for Business Studies as I feel that would have given me a better foundation for starting my own company.

What I studied after school

I dropped out of university as I had chosen the wrong course. I decided I didn’t want to get a degree and had had enough of education. I went to secretarial school, and was offered a job in advertising sales, which took me to work in Los Angeles.

Later I studied for a post graduate diploma in Architectural Interior Design. This was a great foundation in design which piqued my interest and drove me to look at fine bone china in more detail.

My career path

Working in television advertising, I made a lot of money but it was rather a hollow existence.

After retraining back in the UK, I was fortunate enough to afford to intern for the London Design Festival. That internship really helped shape and form 1882 Ltd. as that is where I met Max Lamb and many of the other designers that I’ve collaborated with. I worked with some incredible designers and that made me realise that my talent wasn’t in designing but in communicating and getting things done.

My dad, who is the other half of 1882 Ltd. and has been in the industry for sixty years says that you never stop training and learning. That is the joy of ceramics. I have been running the business for 7 years so I only have another 53 to go before I can say I know a thing or two. We make things with brilliant, talented people and there is an authenticity to what we do that far outshines the trappings of a larger income. You don’t do this for the money but the rest makes up for that tenfold.

1882 Ltd pottery

Important decisions

I was fortunate that my parents encouraged me to live explore living abroad. Living in America changed my perspective and my enabled my confidence to grow.

Working in TV advertising was challenging and I was out of my comfort zone. I wanted to quit a few times but I stuck at it. A year later I was named ‘Rookie of the Year’ and my career took off. I was enthused.

My advice to you

This is where I stress that what we do is industrial craft so we create craft on a larger scale. ‘Craft’ is often associated with the lone potter working at his or her wheel, but our craft is done in factories. Ceramics is a wonderful industry. It is hard work and can be unrelenting. Like with anything, if you enjoy what you do you will get so much from it. But, regardless of whether it’s an office job, a service industry job, work in journalism or acting, all professions are hard work. While craft is creative there is about 5% of creativity in the daily work alongside a lot of other ‘stuff’. I still love it though and could never imagine going back into a corporate environment again.

There are so many different approaches to getting things made and it is very collaborative and so that is why learning as you are doing is the best education. My father has been integral to my craft education but he has spent a lot of time watching me make my own mistakes, as he believes that is the best way to learn. I agree, in part, but they tend to be expensive!

Challenges

My career path taught me not to give up, to work very, very hard, to achieve set goals and carry on going and finally to be challenged about what is important and have courage in your convictions. For me, people are what matter and now I work with wonderful people — from the designers to scientists to the potters.

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