AS PEOPLE say the pottery industry is dying out, stories of job losses and closures dominate the headlines.

But not at Emma Bridgewater.

The company is defying the credit crunch with increased sales, new lines and more stockists.

Nestled away on Lichfield Street is the factory where more than a million pieces of table and decorative ware are made each year, and hundreds of people are going through the doors to take a sneak peak.

Factory tours were only introduced last year, with one a week on Tuesday mornings.

But demand has been so high that they have been increased during school holidays and this week they were held over three days.

Visitors are guided around by a member of staff from the factory floor and saw the whole process of pottery making from casting through to decorating and glazing. And all for free.

Those keen to get their hands on the clay can have a go at some aspects during the tour, or wait until the end to tackle painting pottery in the decorating studio.

One of the guides, kiln and glazing manager Alan Goldsmith, said: "The tours are very popular and people are really willing to travel for them.

"I took one lady round who had come from Carlisle and a couple of other ladies travelled up from Essex.

"People are really surprised when we go into casting and they see cups coming out of a mould because they think it is done by hand.

"I think that is their favourite part, alongside seeing the decorating because they normally have one or two pieces at home and like to see the patterns here."

Mr Goldsmith has been at the company for 20 years and has seen it change in that time.

He said: "The way we produce things hasn't changed, we still produce most of it by hand with very little machine work.

"But things started in a small unit in Longport when there were just 30 of us all together and now we've moved here with around 160 people. The pottery industry is dying so we have to do our best to keep it in the area and I think the tours do a tremendous job."

The company was started in the 1980s when Emma Bridgewater, pictured right, designed a small collection of patterns and shapes and came to the city in search of a manufacturer.

That factory faced closure a decade later, so along with her business partners, she took it over with its 35 employees.

The company moved to Lichfield Street in 1996 and today produces 12 ranges including the popular Polka Dot series.

Collectors come from as far afield as America and Australia.

Also helping to keep the firm on the map is a team of designers who work with Emma and husband Matthew Rice to keep fresh ideas on a constant roll.

They are now preparing items for an autumn and winter range.

Retail sales manager Zoe Kettle said the company's success comes down to its owners and that both the Sentinel business award and the popularity of the factory tours have helped to encourage staff along.

She said: "I think we're so popular because of how the owners invest in new product ideas and the fact that our products are still made here.

"Even during these tough times, we are finding that is what people want to buy.

"They want to come and see our historical site and we are really the only leading manufacturer in the area that is still thriving." She added: "To be recognised as the business of the year in this area is great and that has shown this week when everything has been fully-booked."

No factory tours are running next week but the decorating studio will be open.

Booking is advised and products to paint start at £5.

For more information a call 01782 269682.