Valentine Clays’ new product launch unearths opportunities for expansion
A Stoke-on-Trent manufacturer is gearing up for national and international expansion in the thriving art, hobby and education sectors with the launch of a UK first in clay production.
Valentine Clays has invested decades of research and development to create LoStone, a pioneering stoneware clay that works to substantially lower firing temperatures.
Representing a major milestone in the company’s 46-year history, the new product enables potters to fire up their imagination, without having to power up kilns, offering significant creativity and sustainability advantages.
Hannah Ault, CEO of Valentine Clays, says investment in LoStone is part of its strategy to fuel growth in the artisan sector, building on Stoke-on-Trent’s world renowned expertise in ceramics to tap into sales opportunities across the UK, as well as key markets within Europe and further afield.
Hannah said: “As the UK’s first low-fire stoneware, LoStone redefines what’s possible to give makers everything they love about stoneware, including strength, stability and surface, but with a reduction in the cost of firing and kiln maintenance.
“It means a new generation of potters can now work with and enjoy the dynamic qualities of this enduring clay, without the energy demands.
“Up to now, stoneware has been largely out of reach of the smaller pottery businesses.
“Requiring intense firing, it has been literally too hot to handle, with many potters’ kilns not having the capability to heat up to the required temperatures.
“For those that do, the additional energy costs are a burden.
“With LoStone, we can now put stoneware in the hands of many more creatives, and it’s exciting to see the opportunities this will bring for us nationally and internationally.”
Valentine Clays has carved out a reputation as a world-leader in high-quality clay production for the conscientious potter, crafting excellence from its modern, purpose-built facilities in the heart of the Potteries.
Coupled with an active programme of research and development, the company has also invested in a new online retail facility at www.valentineclays.co.uk to offer clients a seamless order service, backed up with the reassurance of dedicated customer support and advice.
Over the years, the business has championed the growing community of pottery enthusiasts, including the craft and art sectors, as well as schools, colleges and universities.
The approach has including working with well-known people in the industry, including Keith Brymer Jones, to put the power of clay on the map.
Hannah, who serves as the President of national trade body, Ceramics UK, added: “The launch of LoStone is part of our ongoing approach to deliver a step-change to the manufacture of clay, bringing enhanced sustainability and creativity benefits for UK potters.
“We want to challenge the status quo and breathe new life into the products and services we offer.
“A hallmark of our business is the work we do to foster a sense of community and collaboration among potters, artists and enthusiasts.
“Together we look at ways to meet their needs and continue to support the highest levels of creativity and craftmanship. The launch of LoStone reflects that approach.
“Our technical team has pulled out all the stops to deliver this product, and it’s a proud moment in our history.
“We now look forward to supplying LoStone to potters across the UK, and eventually into international markets.”
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