The capital for the 'ornamental' partnership came from Wedgwood's flourishing production of tablewares. These were mostly made of an earthenware known at the time simply as 'cream colour' and nowadays called creamware. Wedgwood was not the first to make it, but achieved a more elegant, lighter colour than his predecessors.

Creamware two-part jelly mould, about 1790

Creamware two-part jelly mould, about 1790|

Adept at using the royal family for promotional purposes, he presented a service to the Queen. He was then able to call it 'queensware', elevating humble earthenware to higher status. By 1767 he could style himself 'Potter to Her Majesty'.

This creamware jelly mould has an inner cone which fits inside the outer one. You can see the holes for pouring the jelly in when the whole thing was turned upside down. Once the jelly had cooled, the outer mould was removed, and the jelly was served up on the inner cone which showed through it.