The most important of Wedgwood's early achievements in vase production was the perfection of the black stoneware body, which he called "basalt". This body could imitate the colour and shapes of Etruscan or Greek vases which were being excavated in Italy. In 1769, "vases was all the cry" in London; he opened a new factory called Etruria, north of Stoke. Wedgwood became what he wished to be: "Vase Maker General to the Universe". Around 1771, he started to experiment with Jasperware, but he did not advertise this new product for a couple of years.