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Interview with Classic Crockery, creating stunning table settings.

Interview with Classic Crockery, creating stunning table settings.

If you’ve ever looked at a beautiful table setting on Instagram then chances are that the tableware has been supplied by Classic Crockery.

Daniela Johnston, founder of Classic Crockery, is the secret ingredient to some of the most stylish events in the industry, bringing events to life through stunning styling of her crockery collection. By layering textures, shapes and colours she creates a setting that enhances both the food and the venue. We caught up with Daniela to find out more about what inspires her, how Classic Crockery has grown and what she thinks lies ahead for the event industry.

Classic Crockery Tableware Event Hire
Classic Crockery Tableware Event Hire

How and where did the Classic Crockery business begin?

I started nearly ten years ago in my garage at home. Having spent all my working life in fashion, I was taking a break and decided to visit Portobello Market in North London. I was amazed by the stalls full of antique cups, tea pots and plates. I found all the colours, designs and shapes so fascinating; I started buying them up, until my collection grew to such a size. My husband quite rightly asked, “What are you doing to do with them all?” It was at that point Classic Crockery was born!

What are the challenges you face running your own business?

We always try to keep a fresh collection of products and services so sourcing new products and within set budgets can be very challenging, especially during these unusual times we are living.

How important is social media in helping you grow your audience?

Social media is very important in today’s business socio-economic environment. People are constantly looking at Instagram and blogs so it is fundamental we keep up with new ideas and images.

Classic Crockery Tableware Event Hire
Classic Crockery Tableware Event Hire
Classic Crockery Tableware Event Hire
Classic Crockery Tableware Event Hire

Can you tell us a bit about your approach to styling?

I always try to get into people’s “shoes” and see what works together in terms of colours, textures whilst applying a personal touch and some practicality too. I then put together a selection showing what I would do if I was hosting an event or wedding. We always try to give a “signature” to our pieces and when clients and planners come to the showroom they often say “this is so Classic Crockery”!

How do you put together a collection and what influences you?

I get inspiration from travelling, lots of research, visiting shows, and from social media. I always look at the latest fashion trends and bloggers as it is all linked to what people demand is.

Where do you source all your pieces?

All over the world! When I spot a special piece and I think it will work, I must have it! We also started bespoking our collection so you will find a lot of unique pieces especially designed for us.

Classic Crockery Tableware Event Hire

How can tableware be used to set the ambience of an event?

The table-setting is becoming more and more a focal point for events and weddings, people are more “design-conscious” about the type of cutlery, napkins, plates and glassware they are using. It is important that all coordinate well together and fit with the rest of the theme or story that the clients would like to portray to the guests.

You’ve been involved in some incredible events at some stunning venues. Any favourites?

There are many beautiful venues and places out there. We are spoilt for choice! It really depends on the type of event and theme. I’m quite fond of the Loft Studio and Trinity Buoy Wharf in London for more informal and bohemian events but I also like Carlton House and the Lanesborough Hotel London for more sophisticated celebrations.

With large celebrations currently on hold, how can people make smaller intimate events feel special?

Intimate weddings are an opportunity to make your table super lush and special, so brides are really going for detail to get all the items they really want for their day. My suggestions: got for it! Make it special, make it yours and individual. Get all the glassware and cutlery you really like; even the charger plates of your dreams, whilst small, can be wonderful.

Classic Crockery Tableware Event Hire
Classic Crockery Tableware Event Hire
Classic Crockery Tableware Event Hire

With large celebrations currently on hold, how can people make smaller intimate events feel special?

Intimate weddings are an opportunity to make your table super lush and special, so brides are really going to detail to get all the items they really want for their day. My suggestions: got for it! Make it special, make it yours and individual. Get all the glassware are cutlery you really like, the charger plates of your dream is small but it can be so wonderful!

When hospitality was cancelled how have you managed your business?

It was and still is a very challenging time. Nobody could ever imagine the devastating effect on our industry. We launched a new web site www.toptableware.co.uk where we sell crockery and glassware. Now we are open again, things are improving. Let’s hope all will be better in the coming months.

You’ve collaborated with so many great event professionals. What is it about this process that you enjoy?

I love the process of being part of an event, the preparation and the logistics of making sure all it will come together at the end.

Over the last few months we’ve all changed the way we think about things, including sustainability. How do you think events can move forward?

Here at Classic Crockery we always work behind the scenes to make sure all is done as sustainably as possible; from the water we use for washing up to the packaging. We are in the process of changing all our packaging and we have already purchased low emission vehicles to make sure all is green and eco- friendly.

The industry has a lot to do to adapt and change on this front. It’s only with collective contributions, consciousness and awareness from companies and sectors operators that events will make the switch to a more sustainable model. All the tools are there and available to be used: we have to work together for a better future.

Classic Crockery Tableware Event Hire
Classic Crockery Tableware Event Hire
Classic Crockery Tableware Event Hire

For more about Classic Crockery click here or follow Daniela on Instagram here


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At Evolve we regularly share news about latest venues, styles and events on our blog and social media. You can visit our blog here and follow us at @evolveevents.

To get more ideas or help with your event talk to the team on 020 7610 2808 or email info@evolve-events.com

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2020-08-25T14:50:59+00:00