Crafting Connection: A Conversation with Jo Deakin on Design, Heritage, and Mindful Living

In the world of fine bone china tableware, Jo Deakin stands out as a brand that beautifully marries heritage craftsmanship with contemporary design.

Guided by a deep passion for colour, geometry, and the quiet moments a simple cup of tea can bring, Jo Deakin’s founder, Jo, has built a brand that celebrates both British manufacturing and the art of slowing down. In this interview, we delve into her journey, inspirations, and the philosophy behind her designs that encourage mindfulness and connection in our fast-paced world.

Nicolle: What inspired you to launch Jo Deakin, and how did your journey in fine bone china tableware begin?

Jo: Inspiration to launch came from my deep passion for design, complimentary colour combinations, geometric patterns, moments of comfort found in making my favourite cup of tea and a desire to still design following my background in interior design.

Nicolle: Your brand is proudly part of the Stoke-on-Trent story. How has working with the local craftspeople and factories influenced your approach to design and manufacturing?

Jo: Being part of the stoke story is an essential part of our business.  The history, heritage and skill set that comes out of stoke on Trent is unparalleled to other products on the market.  Having the best quality of English fine bone china is in the roots of our brand and being just 65 miles away means I can forge relationships with the key craftspeople, visit to check on production and see first hand the skills that these people and this place has to offer.

Nicolle: Sustainability is a key focus for Jo Deakin. Can you share how this commitment shapes your product development and operations?

Jo:  Sustainability in the round is a very hard thing to conquer but we believe in doing everything we can within the parameters of our how our products are manufactured is absolutely key to the brand ethos and overall product we supply.  We are committed to being a proud English brand, our products are made 65 miles from where they are designed, the relationships matter with the people I work with, and as a result the products but also the brand can truly wave the British flag for manufacturing and craft ship.  With such a short distance to travel our carbon footprint from design to production is relatively very low compared with others.  Where some might only get one area of their product made using British manufacturing I can hand on heart say that all our pieces are hand made in the UK.  This gives me the strength and unashamed confidence to stand by my products and their price points because I genuinely know what it takes to make each and every piece.

 Nicolle: Your collections feature hand-drawn designs that reflect your personality and passions. Can you tell us about your creative process and the inspirations behind some of your iconic patterns, such as French Gatsby and Zighy?

Jo: I have always been a lover of symmetry, geometric patterns and in particular the dazzling Gatsby era of the 1920’s.  Everything from designs like the Chrysler building in NYC to the deco jewellery still popular today, the way the lines meet and flood with tone and colour has always been such a pull to me aesthetically.  I see life in colour and particularly love pairing complementary colours together.

Nicolle: You’ve emphasized the importance of ‘slow down and sip’ moments. How do you hope your tableware encourages people to embrace mindfulness in their everyday lives?

Jo: Whether you just need a quiet and comforting cup of your favourite brew or you are having a dinner party for 12, I believe so strongly in the importance of a ‘coming together’ moment.  That might be on your own reconnecting with yourself and your thoughts whilst you wait for the kettle to boil, or you are sharing moments of laughter, joy and sometimes sadness and support around your dinner table over some home cooked food.  These are mindful ways of staying connected in this bonkers and busy world we live in!

Nicolle: With such a versatile range of pieces, from teapots to serving platters, how do you ensure that your designs can be mixed and matched to suit different moods and tastes?

Jo: It is the design and/or colour ways that link our products together.  So a pattern might be repeated in different colour combinations or the colour might remain the same but the patterns change.  Offering the chance to mix and match truly allows our customers to build their own collections to suit their style, taste, and style.  Some people might like everything to match but we encourage our customers to add in accents and variations so their collections are bespoke to them.

Nicolle: As a female founder, what challenges have you faced in establishing your brand, and what advice would you offer to other women aspiring to launch their own businesses?

Jo: The guilt of trying to do too much is something I battle with almost everyday.  As a wife and mother of two young children, I feel the push and pull of balancing life and often can be far too hard on myself to try and do it all. This just sets a bad mindset and can delay progress. I find the more women out there who portray a real side to their lives and businesses a hugely inspiring reason to continue on the journey I am on.  Listening to podcasts with women such as Anya Hindmarch, Holly Tucker, Elizabeth Day to mention just a few, I find so exciting and inspirational and a reason to keep doing what I do.  I would say to anyone starting a business of your own; don’t be too hard on yourself, accept that failure is a way of learning, ask people for help who are better at that job than you are and most importantly be unreservedly passionate about the reasons behind why you are starting your journey and the product you are offering!

Nicolle: What does the future hold for Jo Deakin? Are there any upcoming designs, collaborations, or initiatives you’re particularly excited about?

Jo:  I am constantly designing new patterns and colour ways, I would like to bring out a new pattern in a brand new colour way over the next 12 months!  We have a new size mug and an espresso cup and saucer launching soon and I would love to collaborate with an illustrator next…watch this space!

Jo Deakin’s story is one of passion, perseverance, and purpose, blending timeless British craftsmanship with a modern approach to design and living. From her signature patterns inspired by the Gatsby era to her commitment to sustainability and mindfulness, Jo’s work encourages us to savour the small, beautiful moments of life. As she continues to innovate and expand her collection, we eagerly await what the future holds for Jo Deakin and her ever-growing legacy of elegant, meaningful tableware. Stay tuned—there’s much more to come from this visionary creator.

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Nicolle Knapova is a little bit of everything. She is a freelance translator, content creator and social media executive for The C Word Mag. She loves indie music and is always browsing through Spotify to find the next amazing artist to obsess over. Her love for storytelling means she’s always writing something and she’s not afraid of any genre. Her biggest dream is to be a published author. If she’s not writing her fan fiction, she’s writing her poetry and sharing it on her Instagram @elisecaverly.