By chance, the secretary of the coal company knew William Burton, a chemist working for Josiah Wedgwood and Sons. Burton tested the marl and suggested that a more commercial venture would be to make tiles. Decorative tiles were at that time becoming quite fashionable and they were in high demand. The site of the proposed factory had many advantages—it was close to Clifton Junction railway station, it was adjacent to Fletcher's Canal and there was abundant coal nearby in the local Wet Earth Colliery, a short distance away along the same canal. William Burton joined them as Manager, and his brother Joseph as Assistant Manager. Production began in January 1893.
