Iconic pottery firm closes doors after 100 years amid 'soaring' energy prices as Ed Miliband blasted over 'net zero madness' - 'Only winner here will be China!'

The announcement will result in 57 job losses, with some employees being supported by GMB Union.

Employees said they were left "shell-shocked" by the announcement and felt "adrift."

Beverly Berry, who worked at Moorcroft as a painter and part-time decorator for 36 years, told BBC News: "We had a board meeting with the bosses and we were told that was the end of the line, really, and to get our stuff and go.

"The management were really upset, and we have got redundancy pay...It was just a sixth sense that things weren't going very well. It wasn't a thriving business like it used to be."

Chris Hoofe, from the GMB, said: "The high cost of energy is crippling the ceramics sector in the UK and has directly led to the loss of 57 jobs at Moorcroft.

"The Government must act now to support the ceramics sector and protect workers in this sector."

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The announcement was slammed by former Conservative MP for Stoke-on-Trent North Jonathan Gullis, who told GB News it was time for Labour to "get real" over the struggles the sector was facing.

Gullis told GB News: "This is yet more terrible news for our ceramic sector and the community of Stoke-on-Trent. It is time to get real, the net zero madness is going to continue to keep energy prices high and kill the potteries industry.

"Labour's jobs tax by increasing the national insurance as well as reducing business rates relief for the hospitality and leisure sector is not only harming ceramics manufacturers but those they supply to in our restaurants and hotels.

"They are willing to let the ceramics sector die and the party's apologist MPs in Stoke on Trent are only able to offer lukewarm words, it's time to get real and stand up for ceramics now or lose it forever."

The former deputy chair of the Conservative party added: "The only winner here will be China, who Ed Miliband has been so desperately sucking up to whilst allowing ceramics sector to die a slow and painful death."

Stoke-on-Trent, a city historically renowned for its pottery industry, has seen several of its firms struggle in recent years.

Royal Stafford, located in Burslem, entered administration in February; Wade, based in nearby Longton, closed its doors two years ago; and Johnsons Tiles in Tunstall shut down in 2024.

Great Pottery Throw Down judge Keith Brymer Jones told BBC Radio Stoke: "It's incredibly sad news...we've been crying out for support for the ceramics industry and Stoke-on-Trent as a whole for years. It's never been considered a major industry in this country.

"We're bloody good at making stuff here, there's a longstanding tradition of ceramics and we sell ceramics all over the world and we literally can't afford to lose this skillset."

Dating back to 1897, the firm was set up by William Moorcroft and was purchased and sold in stores as Liberty of London, Harrods and Tiffany & Co.

Moorcroft was appointed by Queen Mary, wife of King George V, in the late 1920s as official potters to the Queen.

The late Queen Elizabeth II was an avid collector of the firm's ware and regularly took new Moorcroft designs into the Royal Collection.

Other notable collectors are said to include Mission Impossible actor Tom Cruise, singer Rod Stewart and Leonard Lauder, the ex-chief executive of Estée Lauder.

Labour MP for Stoke-on-Trent Central Gareth Snell submitted an urgent question in the commons in relation to the firm's collapse.

Snell said the ceramic sector in Stoke-on-Trent "is on life support" and asked what support the firms would be getting.

In response, Sarah Jones said: "We will not put extra costs on the ceramic industry, and we are looking to see how we can help and support."

Stoke-on-Trent City council leader Jane Ashworth said Moorcroft had been a major part of Stoke-on-Trent's heritage in ceramics, adding: "Our teams have been working closely and intensively with Moorcroft to try to find a solution but unfortunately this has not been possible," she said.

"The fact is global and national headwinds - including high energy prices and a rash of cheap, illegal forgeries from overseas - have made life very difficult for manufacturers. We have lobbied - and will continue to lobby - the government to provide specific support for this vital and valuable sector."