Functional Art, Built To Last
In Bedford, Virginia, a small family-run pottery studio has been turning out hand-crafted ceramic pieces since 1977. What began with one man’s creative passion has grown into a multigenerational effort led by the Leavitt family.
“We’re a family-run business” says daughter Elena, “My Dad started in the 1970’s and continues to work today with myself and my brother along with a small team of artisans. I grew up in the business–I’d like to say I’ve become more useful to the company over
time!”
The company’s mission is simple: to make functional art through nontoxic ceramics. Each piece is handcrafted with care, designed to bring both beauty and practicality to everyday life.
Industry Resilience
Over the decades, the American ceramics industry has undergone major transformations, many of which have challenged smaller producers “One of the biggest challenges we faced was post-NAFTA when almost all of the American-made pottery manufacturers moved to cheaper labor markets overseas,” Elena explains. "We had to adapt our business model and marketing to stand out amongst the cheaply made pottery we were competing with.”
That adaptation came in the form of leaning into their unique strengths: hand-painted designs, small-batch production and a commitment to craftsmanship. It’s this personal approach that has helped the studio maintain a loyal customer base.
“We’re proud to make items that people will use in their homes every day,” says Leavitt. “Our pottery is made to be used for years and add beauty and function to daily tasks.”
Despite increasing competition from both larger American pottery makers and studio potters alike, Elena believes their work continues to resonate with buyers.
“There are a few other larger American pottery makers as well as lots of small studio potteries we share the market with, but our hand-painted designs and hands-on approach to everything we do has helped set us apart.”
In recent years, a growing number of consumers have become more intentional with their purchases—a trend that’s proving beneficial for small, values-driven businesses like the Leavitt’s.
“There has been a much more focused effort in recent years from consumers looking for American made, small businesses and being more conscious with their purchases,” Elena shares. “Maybe they’re shopping less but supporting companies with a strong ethos. By supporting small businesses, even if not directly in your community, it supports jobs and communities, which is so important.”
Consistency is Key
With nearly five decades of operations, one guiding principle has helped the Leavitt family stay on-course: consistency is key. “One of the big lessons I’ve learned from watching my Dad run the business is having the consistency and discipline to keep showing up,” Elena shares. “By providing a great product, treating employees fairly and being flexible, we’ve been able to keep operating through changes in the economy and shopping trends.”
That adaptability, combined with a strong sense of purpose, is part of what gives Elena confidence about the future of small businesses in the U.S.
“I am!” she says when asked whether she’s hopeful for the future of small businesses. “I think the effort for shopping small has been very positive and the younger generations are much more aware of the brands they are buying from. The internet has been a major game-changer in the last thirty years, allowing shoppers to learn and connect directly with brands.”
In an era defined by fast everything, Emerson Creek Pottery offers something different: a familial approach that values relationships and quality beyond just the product. And after nearly fifty years, it’s clear: that approach never goes out of style.
