Believing in the future

By Mairead Lavery

There are few businesses in Ireland with a pedigree as long as that of Belleek. Its longevity is even more remarkable given that, up till recently, its business centred round the creation and sale of fragile collectables. However, a strategy to remain true to its loyal collectors while at the same time creating a product range for modern homes has seen this family-owned business safely and successfully into its third century.

The earliest incarnation of Belleek pottery appeared in 1857, and production started with mundane items such as telegraph insulators, floor tiles, washstands and the like. It wasn't until 1863 that the familiar Parian ware first appeared. Over a period of 16 decades, this iconic Irish brand has reinvented itself to suit consumer tastes while retaining all that was good about the past.

That past includes its precious family silver - the thousands of moulds used to create Belleek since the foundation of the pottery. These moulds have been a real boost for the business in recent times. They form the basis of the Belleek Classic Collection, and each year the company re-issues 16 pieces from the archives, much to the delight of collectors all over the world, says managing director John Maguire.

"One of the pieces in the latest collection, launched a few weeks ago, is the 'Prisoner of Love', with a limited edition of 25 and selling at €18,000. Already, nine have been snapped up by collectors. They know these pieces will appreciate in value over time."

At any time, 400 different pieces of Belleek Classic are being produced in the pottery. About 50 pieces are retired each year to make way for new designs or old, classic pieces.

Boom times

Belleek has always been privately owned and was bought by Dr George and Angela Moore - an Irish American couple - 20 years ago. Since then, the company has acquired Galway Irish Crystal, Aynsley China and Donegal China. It also had the resources to develop an impressive visitor centre and increase the size of the pottery and stores. Latest annual group turnover is €25 million, with 140 people employed.

"The 1990s were just fantastic, and we were growing at 15% per annum. But 9/11 was a turning point, especially for our American market. Consumers were less interested in formal collectables, and this trend continued. The home of our industry is Stoke-on-Trent, and the great potteries there tried to hold onto the formal traditional product, but it hasn't worked," says John.

In 2001, the company took a new direction. "We wanted to hold onto the heart of Belleek, and hence the Belleek Classic Collection; however, our lovely baskets alone would not keep us in business. We needed to build a new brand, and that led to the launch of Belleek Living, in 2003."

The Belleek Living collection includes tableware, lighting, some stemware and giftware, all with the sleek styling geared for people's tastes today. "The china cabinet is not a feature of the modern home. Today's consumer wants functionality, affordability and quality, and they want it doubly if this can be matched with a recognisable brand name," says Maguire.

He says that, since its launch, sales of Belleek Living have exceeded all expectations. "The brand is only in its infancy and we see great scope for expansion, especially with bridal lists." Christmas decorations also form part of the offering, and jewellery will feature more strongly in the future.

The Belleek Pottery is located in the town of the same name, on the river Erne, a few miles from Ballyshannon. Its visitor centre and restaurant attracts over 150,000 people annually. There's plenty to see in the museum, and then there are the guided tours of the pottery, where you can watch craftspeople making the individual pieces by hand.

There's also a fine restaurant, and the retail space has a huge selection of keenly-priced Belleek as well as a range of items from other brands within the group. The visitor centre is really worth a visit and, with a strong Euro, it's doubly worth the trip if you have a couple of wedding presents to buy this year.