Creamware master potter Thomas Whieldon with coloured stains under the glaze. It served as an inexpensive substitute for the soft-paste porcelains being developed by contemporary English manufactories, initially in competition with Chinese export porcelains. It was often made in the same fashionable and refined styles as porcelain. The most notable producer of creamware was Josiah Wedgwood, who perfected the ware, beginning during his partnership with Thomas Whieldon. Around 1779, he was able to lighten the cream colour to a bluish white by using cobalt in the lead overglaze. Wedgwood sold this more desirable product under the name "pearl ware". Wedgwood supplied
Hornsea Pottery additional share funding, and his 'straight dealing' policy provided the company with an excellent sales directorship for over 20 years. In the mid-1950s, the Rawson brothers started to recognise the potential of Philip's son, John Clappison, a student at Hull College of Art who produced the stylish, contemporary Elegance range of wares which are much in demand with collectors today. In 1954, the business moved to the site of the defunct Hornsea Brick and Tile Works. At this time the Pottery also employed other noted designers such as Dorothy Marion Campbell and Alan Luckham as modeller. In 1967, the factory