In Stoke-on-Trent, known as The Potteries, concerns have been raised about the future of the pottery industry following the closure of prominent businesses, including Moorcroft. Tony Kinsella of Lucideon has urged firms to embrace innovation to avoid becoming 'a museum' city. While energy costs were cited as a major challenge, Ceramics UK reassured the sector's resilience, with a focus on reducing the carbon footprint through technological advancements. The shift towards sustainability includes exploring the use of hydrogen to power kilns for a more environmentally friendly production process. Stoke-on-Trent's upcoming hosting of the British Ceramics Biennial 2025 aims to showcase the industry's capabilities and maintain international interest. Despite debates surrounding heritage preservation and modernization, stakeholders emphasize the importance of government support to ensure the industry's competitiveness and growth.