Tableware and kitchen equipment suppliers Goodfellows is backing the future stars of the ceramics design world in a bid to support the revival of the English ceramics industry.
The partnership, with Staffordshire University spin-off company, Flux Stoke-on-Trent, was set up to help promote the innovative design and manufacture of fine bone china as a follow on to its MA Ceramic Design course.
The Flux collection brings together the work of a team of talented ceramic design graduates under the creative direction of designer Professor David Sanderson.
Manufactured in Stoke-on-Trent, all the new flux designs are based on the traditional Staffordshire in-glaze cobalt blue and white, which is given a contemporary twist with touches of gold and platinum and designed to allow restaurateurs to mix and match to create their own unique collections.
The deal will see Goodfellows market the graduates' work to its client base of five-star hotels and Michelin-starred chefs through its website and luxury showroom in London.
Valda Goodfellow, managing director of Goodfellows, explained: "Our tableware ranges are drawn from the very best artisan producers and potteries worldwide, but we also have a firm commitment to buying British and to helping young designers make their mark.
"Twenty years in the industry has given us an instinct for identifying successful, individual and inspirational products, and when we spotted the work of the Flux designers we knew that its design and quality would appeal to our client base.
"Combining classic styles with ground breaking designs is no easy task to pull off, but this range is absolutely stunning. We are incredibly proud to support this important project, which is already winning awards and playing its part in the revival of the English ceramics industry.
Professor Sanderson agreed: "Flux is already exceeding all expectations. Our versatile and innovative designs have been well received and we are fast developing into a global luxury brand.
"Goodfellows is a respected name in the hospitality world, and we are delighted that the partnership will see our work promoted to some of the top names in the industry."