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Cover story
The limited-edition 50th anniversary hamper
“Botanic Garden was
ground-breaking for its time”
First brought to life by Portmeirion’s founding mother Susan Williams-Ellis, the Botanic Garden collection turns 50 this year. Largely untouched, it remains one of Portmeirion’s most in-demand assortments with an extensive range which has made it a collector’s dream. But the Botanic Garden story is ever-evolving, as Tableware International learns…
When Susan WilliamsEllis first imagined Botanic Garden, little did she know she had been inspired to create a collection which would, 50 years later, remain one of Portmeirion’s most recognised.
Botanic Garden has almost come full circle; with the revival of the cottage core aesthetic and grandmillenial chic, its understated but decidedly beautiful motifs are as popular now as when first drawn by Susan, a woman utterly enraptured by flowers, plants – botanicals in general. Ultimately, Portmeirion the brand was borne from a request by Susan’s father, the architect Sir Clough WilliamsEllis – the man behind the creation of the idyllic Portmeirion village in Wales. Sir Clough asked his daughter to create a range of ceramics for the gift shop at Portmeirion village. It proved so popular that Susan went on to buy two potteries in Stoke on Trent and in 1972, Botanic Garden came into being.
With continued strong sales in territories such as the US, the UK and South Korea, Botanic Garden has somehow managed to transcend the zeitgeist, keeping its appeal despite its aesthetic largely remaining true to the original. Now, Botanic
Did you know?
The USA, Korea and the UK are Portmeirion’s biggest markets for Botanic Garden. The collection is popular globally, particularly in countries who love the quintessential English designs Botanic Garden represents, and the fact that the collection is still made in the UK today.
To mark Botanic Garden’s 50th anniversary at retail, Portmeirion has created a limited-edition range of products including an 18-piece hamper, 10-piece stacking set, and limited-edition mug – all proudly featuring the 50th anniversary back stamp on the base of the ceramics. Add to this a full schedule of marketing activity to support the anniversary including PR, digital and social and in store activation. “We have seen some wonderful window displays to celebrate this special anniversary,” Gemma Copping, marketing director at Portmeirion Group tells us.
Garden celebrates 50 years of continuous production, it walks the line somewhere between retro chic and practical usability – a remarkable collection which is truly considered iconic.
“For us and our customers, the distinctive and instantly recognisable design makes it iconic,” says Gemma Copping, marketing director at Portmeirion Group. “Botanic Garden was ground-breaking for its time. In the early 1970s, it was unheard of to have a dinner set with different designs on each plate. Thankfully, founder Susan Williams-Ellis’s brave vision paid off, and the laurel leaf border which ties all the pieces together has become well known. The collection became a huge success when it launched and is still as popular as ever today.”
Despite Botanic Garden having garnered a reputation as being retro chic, it remains an innovative collection.
“What was quite a groundbreaking design with the idea of a different floral motif on each plate, is still quite unique and novel today,” expands Gemma. “The design has
Rose Fulbright, decorative artist and granddaughter of Susan Williams-Ellis
Susan’s timeless motifs still adorn the collection
transcended the decades, and as trends such as cottage core have emerged, Botanic Garden has become a beautiful way to add a bit of English heritage and charm to the home.”
With the exception of a few select extensions such as 2019’s Botanic Garden Harmony and a bakeware capsule last year – the core design has remained unchanged.
“The laurel leaf border which features on every piece has become so iconic that it has become a statement,” Gemma explains. “Although some of the floral motifs have evolved over the years, we have kept the range distinctively Botanic Garden because there is still such a huge following and love for the design.”
Susan with her husband Euan (to her right) pictured at the Portmeirion pottery in Stoke on Trent, and right, Susan in her beloved garden
The collection that lasts and lasts…
One of the most recognisable traits of Botanic Garden is its durability – it goes on and on! So, what’s the secret? Botanic Garden is still made in the home of the potteries in Stoke on Trent. Crafted from earthenware, it uses a technique whereby the design is sealed under the glaze, protecting the motif and improving longevity. The collection is both durable and long lasting and best of all, it is dishwasher, oven, freezer and microwave friendly, meaning it can be used every day. This in itself was a big step change for its time, when ‘best’ crockery was saved for special occasions only.
Interestingly, stacking bowls, dinner plates, and pasta bowls are amongst the most popular items in the range today but that has changed over the years as the collection has grown and eating habits have evolved.
Today, the Botanic Garden collection is Portmeirion’s largest assortment incorporating everything from core tableware to accessories, bakeware and home and garden accessories such as vases and plant pots.
“We have dinner sets and tea sets through to cake stands, serveware and even glassware,” Gemma tells us. “It is a dream for Botanic Garden collectors, and for the younger market, statement pieces such as the Ewer, and the vases add a touch of classic charm to a modern home. The range has expanded over time to cater for the needs of our consumers across our different markets, with new product formats constantly on the horizon ensuring that the breadth of the collection caters for everyone.”
Movingly, the Botanic Garden collection has a deepseated place in the heart of the Portmeirion brand, as one of the first designs Portmeirion ever launched, and Gemma admits it means a huge amount to the company.
“It is the corner stone of the Portmeirion brand, embodying Susan’s vision to bring the outside in through her love of nature. Her mission to make every day feel special still lives on today through ‘the art of the everyday’.
The brand truly has stood the test of time, and the process by which the products are made remains much unchanged. The years of heritage and craftsmanship involved in the production of the collection is what makes the collection and our brands at Portmeirion so special.”
As the collection makes it to 50 years, and still thrives on popularity, what next for Botanic Garden? More extensions?
The Botanic Garden Papilio collection
And there is more!
Along with the most recent Botanic Garden Harmony and Botanic Garden Harmony – Papilio, other extensions to the range include Botanic Garden Birds, Botanic Garden Roses and Exotic Botanic Garden.
