LORD Wedgwood says he is confident the pottery giant is entering an "exciting new era" as it celebrates its 250th anniversary.

Lord Piers Wedgwood, a direct descendant of founder Josiah, was at the firm's visitor centre in Barlaston yesterday to mark the anniversary.

Workers hung out of windows and an excited crowd of tourists gathered as he released 250 balloons to celebrate the company's foundation on May 1, 1759.

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See Lord Wedgwood's visit to Wedgwood's Barlaston works

Afterwards, he told The Sentinel that although he was devastated when Wedgwood collapsed into administration earlier this year, he feels the company can now look forward to a brighter future.

He said: "The legacy of Josiah Wedgwood combines quality, craftsmanship and distinctive design, all of which remain a priority here at the home of Wedgwood in Barlaston.

"The symbolic release of 250 balloons that will disperse to the four corners of the world heralds a new and exciting era for the company as we develop the Wedgwood brand for future generations.

"It really is a proud day when you think we are celebrating 250 years of extraordinary innovation and artistry, surrounded by the factory, the visitor centre and the museum."

Parent company Waterford Wedgwood collapsed into administration in January and administrators Deloitte subsequently axed 359 Barlaston workers.

New owner KPS Capital Partners, a New York-based private equity firm, completed the purchase in March and there have been fears over plans to transfer more production abroad.

But Lord Wedgwood said he thinks KPS are committed to retaining Wedgwood's base in North Staffordshire.

He said: "Being in administration was devastating.

"It was not something we'd ever anticipated – the company over the years has been in some difficult situations but that was unprecedented.

"We're still a very strong global brand and our products are appreciated in all markets around the world.

"We are so fortunate to have had a founder in Josiah Wedgwood who was an extraordinary marketeer. He realised very early the opportunity to market and sell the products in different parts of the world."

Lord Wedgwood, who works as an ambassador for the firm, added: "I am confident Wedgwood will always have a base here.

"The new owners have indicated strong support for production here at Barlaston.

"In order for us to remain competitive, there is a requirement to produce some things elsewhere. Even Josiah Wedgwood was outsourcing some products.

"I don't like to see production move away from Staffordshire but it is reality.

"The new owners are very committed to all the principles I believe about Wedgwood – quality, craftsmanship and distinctive design.

"That is what separates Wedgwood from so many other manufacturers.

"I'm very confident about the future. The new owners have indicated they want to see the company succeed and that it is not just a short-term investment for them."

As part of the 250th anniversary celebrations, there is a special entry price of £2.50, rather than the usual £9.50, at the Wedgwood Visitor Centre and museum over the Bank Holiday weekend.

Carole Hammersley, the visitor centre's manager, said: "Josiah Wedgwood is such as inspirational figure not only to the company but also within the region, and we are thrilled to be celebrating his life's work."