Pictured above: Pictured above: Penkridge Ceramics is one of the companies that have benefitted from WOW programme (l-r) Nicky Smart (Penkridge Ceramics), Roy Bayliss (WOW) and Lorraine Taylor (Penkridge Ceramics)

Ceramic fruit created in the heart of Walsall has been chosen to form part of a high profile display at the National Gallery in London.

The 'heritage' apples are the work of local entrepreneurs Nicky Smart and Lorraine Taylor and will be displayed in conjunction with a painting entitled  'Adam and Eve'  by Flemish artist Jan Gossaert.

Backed by support from innovation project Winning Opportunities in Walsall (WOW), the duo's Penkridge Ceramics business has responded to the challenges of the recession by streamlining their range and proactively targeting new commissions in galleries in both the UK and overseas.

The Bott Lane-based showcased its collection of still life studies at this week's Spring Fair International and will be doing the same at The Chelsea Flower Show in May.

On display will be the recently developed collection of ceramic horse chestnut leaves and shells, apples, pears, exotic, orchard fruits and ceramic vegetables.

Nicky picked up the story: "The Adam and Eve picture is owned by the Queen so to have our work featured is a tremendous honour and one that will boost our reputation with purchasers and commissioners even further.

"This particular project was one of the most prestigious we've undertaken during the last twenty-five years, with the choice of 'heritage apple' reflecting our ongoing interest and exploration of traditional British varieties of fruits."

She continued: "Everything is done in the studio. We make Plaster of Paris moulds of the original model (which would be a real fruit) before casting in clay and firing it in the kiln. We then devise our own glazes and apply them to achieve the 'super real' effect."

Penkridge Ceramics was established in 1984 by Nicky and Lorraine after the two attained BA and MA qualifications in the field of ceramics. 

After starting life in a small studio in the Staffordshire village that gave it its name, the company moved to Walsall in 1993 in a bid to expand its range of products that are now stocked in numerous independent retailers and bought by buyers from Australia, Europe and the United States.

The still life pieces start from £30 and go up to £1500 for individual commissions, with efforts underway to secure new agreements with retailers, interior designers and more 'gallery' orientated work.

"Things have been tough for the ceramics sector, but we have a good reputation for the bespoke nature of our collections, which helped to keep us moving forward," explained Lorraine.

"Whilst things were going ok, we recognised the need to be more innovative in the way we sell our Still Life pieces and this is where Winning Opportunities in Walsall came into its own.

"Nicky, our fine art graduate Bev Page and I have been working with Judith and her team since November and are already benefitting from the mentoring of a dedicated Innovation Change Partner and attendance at a host of interactive seminars aimed at improving our business."

She went on to add: "There are plans underway to develop a new strategy that targets increased sales and one that reflects the creative and innovative style of our still life pieces."

Chris Davis, Innovation Change Partner for WOW, commented: "Nicky and Lorraine are excellent makers, but by their own admission they are in need of assistance with the development of their business skills.

"What we are trying to do is instil some good solid commercial practices to make the business more efficient and more targeted in its approach to retaining customers and attracting new clients."

Funded by Walsall Partnership through Walsall Council, the 'Winning Opportunities in Walsall (WOW)' initiative has already helped more than 80 companies to become more competitive.

This is achieved by providing a bespoke mix of free, strategic one-on-one mentoring, hugely popular workshops and signposting with hands-on help to access funding packages.

Councillor Adrian Andrew, Walsall Council cabinet member for regeneration, said: "It is great to hear that the business flair displayed by Nicky and Lorraine is being rewarded with their work being showcased by one of the country's leading galleries.

"The duo have been backed all the way by the Winning Opportunities in Walsall (WOW) team and it shows what can be achieved when people with a great business idea get that bit of extra support they need to enable them to make the most of their creativity and open up opportunities in new markets. This is particularly important in the current economic climate."

Penkridge Ceramics is exhibiting with Design Gap, Hall 4, Stand B70 at this year's Spring Fair from the 5th to the 10th of February.