Alfred Hoare Powell interests me because he persuaded Wedgwood to revive the art of freehand painting and worked with them to produce beautiful decorated pottery that was made from 1903 right up to the 1940s. The partnership was one of the most successful between arts and manufacturing on Arts and Crafts lines. And I should not omit to mention Powell’s wife Louise – “Lalla” – whose training in embroidery and calligraphy was germaine to the enterprise and whom Alfred always insisted should be named alongside him. Powell is pictured at the back of the photo (above) with Louise in front of him.
Part of the Powells’ motivation was to make the task of the decorators at Wedgwood’s enjoyable for them, believing that the production methods developed in the 19th century had dehumanised them by reducing decorating to the mere placing of blobs of colour on printed outlines.
At the end of his life, Powell wrote an autobiographical note, which I saw yesterday in the British Library’s manuscript collection, and in which he recorded his satisfaction with his long association with Wedgwood.
I asked Frank Wedgwood if I might go and learn to paint pottery at Etruria. I had the warm & hearty welcome that was so characteristic of JW’s and for 30 or 40 years I was with LP painting and teaching girls how to draw correctly and to use a brush neatly and swiftly. I had the run of the works & every worker on the place seemed at my disposal & glad to help – to tell me things and show all the tricks of the trade. In all this I was backed up by long and interesting letters from Lethaby, who was delighted to hear of any efforts to bring JW’s to see better and do better and I did help them as they have often agreed since. In 1906 Lalla joined me at this work, taught me & encouraged me & kept me alive to the pottery and pottery painting. Of the brilliant beauty of her own work I need not write here.
Lethaby’s “long and interesting letters” have not survived, unfortunately.
Powell’s appreciation of the skill of working people, his interest in them and his willingness to learn from them, is absolutely characteristic. He wrote similarly, in the context of his architectural work, of his respect for building workers and his preference for being on site with them rather than sitting and writing letters in an office. And his acknowledgement of Louise Powell’s contribution to the pottery painting is also characteristic of the man and, I thought, rather touching.