Demand for a commemorative cup of tea has helped Midland ceramics company Emma Bridgewater reach record sales.
The Stoke-on-Trent ceramics firm is on target to sell more than 50,000 Diamond Jubilee mugs from a range featuring a flag-waving corgi and a “Sixty Years a Queen” slogan.
The £3.25 million retail sales for Jubilee products were on target to far outstrip demand for last year’s Royal Wedding.
The company, which supplies retailers such as John Lewis, Fortnum and Mason and Harrods, earned around £1 million from the Royal Wedding.
Co-owners of the business, husband and wife Matthew Rice and Emma Bridgewater will sell more than 200,000 Diamond Jubilee items.
Mr Rice said: “Emma and I are both fiercely patriotic and have created commemorative ware for every Royal occasion for the past 25 years. However, we have never seen demand such as that which we’re experiencing for our Jubilee range.
“It may well be that our designs have captured the public’s imagination, but we believe it is also because people know that our ware is made in England and they are proud to buy British.
“Our designs are bold and jolly and couldn’t be further from the traditional filigree gilt and swags normally associated with ceramic memorabilia. This is simply what we and, more importantly, our customers like.”