In 1790, John Coles, son of the founder, went into partnership with George Haynes, who introduced new business strategies based on the ideas of Josiah Wedgwood.
Initially "its main product was coarse redware for farm and domestic use, though creamware and lead-glazed earthenware were also made".
[1] But Dillwyn, who also wrote naturalist books, was keen to move upmarket and employed the artist William Weston Young from 1806, and also Thomas Rothwell (1740-1807).
Dillwyn devised a new paste recipe, initially using ground flint and a higher proportion of china clay.
This is known as the "duck's egg" body and regarded by collectors as somewhat less fine than the original, but better than Dillwyn's next formula, containing steatite (soapstone).