Waikato Business News May/June 2023

12 WAIKATO BUSINESS NEWS, MAY/JUNE 2023
The Business of Art
Consistency over time creates pottery success
The brand name Tony Sly is
synonymous with bespoke hand
thrown domestic pottery that is the
envy of any dinner party host.
And there’s something to
be said for a business
that has survived 40
years in the fickle craft trade.
But Tony’s rustic small
batch productions have stood
the test of time where other potters
have fallen by the wayside.
And while the age-old craft
may have fallen in and out of
favour over the years, Tony
says, a recent revival for handcrafted
ceramics has been good
for business.
“Now the time is finally right
because pottery is having a real
renaissance and I’m established,
so lucky me.”
With an eye for stylish
décor, Tony understood that
what he liked translated well
in a business sense with people
coming back to add to their
growing Tony Sly collections.
“I'm not making something
to just sell, I’m making something
that I like myself and
would use in my own home.
So, it’s a genuine place to start
and it has always been my
touchstone.”
From the humble beginnings
of selling pots to friends
and doing the market rounds
to producing wholesale ranges
for stockists and finally opening
his first shop in Hamilton
around 30 years ago, Tony says
his journey is a similar story for
many craft ventures.
“I think a lot of small businesses
in New Zealand start by
people wanting something that
they can't buy, so they make it
and their friends liked it, then
they might sell it at a market.
And that's what I did.”
Using his name as the brand
for his business came about by
what Tony says is a complete
lack of imagination on his part
and it worked; 40 years on and
the name Tony Sly continues
to be associated with artisanal
homeware.
“Good business is really just
consistency over time. You chip
away long enough and put your
work out there, and do things
properly and before you know
it, you’ve got a brand and I
think that's what I do best.”
The River Road shop in
Hamilton where he started is
no longer; a seachange brought
him to Raglan about 20 years
ago and he set up his shop and
studio at the Raglan Wharf.
In 2017 he stopped selling
wholesale to other stores and
opened another store in Newmarket
and there is the all-important
online store.
“We had such an established
client base all around the
country when we were selling
to other shops. Now that’s no
longer available we find people
from Christchurch, Invercargill,
or wherever might come to
Auckland twice a year for shopping
and visit the Newmarket
store.”
And, Tony says, the Newmarket
store does a really good
job of promoting Raglan with
many Aucklanders visit the
Raglan store.
The Covid restrictions didn’t
dampen Tony Sly sales in fact
the Raglan store was pumping.
“People were traveling
within New Zealand and we
had so many first-time visitors
to Raglan and online. Around
the world local economies actually
thrived. We make and sell
for the local market – we’re not
really for the tourist market.”
Keeping it local and looking
for opportunities to expand,
Tony also creates pieces for the
corporate market and restaurants
that incorporate business
logos into the design.
This ability to expand the
business is made possible by
a well-oiled team of seven,
which include a manager who
takes care of all the admin and
production assistants working
behind the scenes..
Each piece may only take a
minute or so to create on the
wheel, but then there are 24
steps over 3-4 weeks before it’s
finished and ready to be sold.
And every piece has been
touched by Tony; he is still
throwing on the wheel and
his aesthetic imbues every
collection.
“It’s like being the head
chef in a busy restaurant. I’m
the first step in a long chain. I
hand-throw each piece on the
wheel before passing it on to the
team for finishing, bisque firing,
glazing, and then firing again. It
means we can do volume but
still keep it authentically me. I
don't know anywhere else that
does that,” he says.
Growing up in Mangaweka
and Te Kuiti, Tony’s creativity
was formed in his grandfather’s
shed.
Looking back, he realises he
was destined to be a production
potter; the cooper bowls he
beat out of his plumber grandfather’s
cast-offs were always
made in multiples.
“All through my childhood,
I was always busy making stuff
with my hands. I've always
made rows of things not just
one. It’s probably why my personality
is focussed more on
being a production potter than
a one-of-a-kind potter.”
Tony trained to be a teacher
when he left school but realised
very early on that he wasn’t
suited to a career in education.
“I was a very shy, introvert
and terrified in the classroom.
But when I look back now, I
was probably channelled (into
teaching) academically through
school.”
At 20-years-old he enrolled
in a pottery night class and
found his passion.
There weren’t many pottery
career opportunities on offer
at that time, so Tony cobbled
together an apprenticeship of
sorts by offering his labours for
free to local potters and the rest
as is history.
His love of pottery has
always been inspired by his love
of cooking; his pots, platters
and plates are frames to complement
the beautiful food his
customers are creating in their
kitchens.
Tony knows part of his success
comes down to creating
dinnerware that is stylish, simple
and functional.
They are not just sitting
unused in the backs of cupboards;
a Tony Sly platter is the
centrepiece of a dining room
table.
“People often tell me what
they use particular pots for,
and I love hearing those stories.
So, I leave space for people to
be inspired by the pots and for
their own creativity.”
Taking inspiration from his
environment, Tony is lucky
enough to have the sea at this
studio doorstep.
“We want to retain a sense
of cohesion within the range
and the colours are inspired by
the environment here in Raglan;
earthy tones, watery blues
and greens, misty whites.”
Working in an expansive
boat builder’s shed on Raglan
Wharf, Tony says, is a dream.
As well as being light and
airy, which is perfect for drying
pottery, the studio has an amazing
view across the harbour.
The Raglan store/studio is
filled with Tony Sly pottery, and
a selection of furniture, accessories,
and homewares Tony buys
in to complement his range.
“It’s all a little bit unexpected
on the end of the wharf.
When people come in the door
there’s good music playing, and
it feels relaxed and homely, and
our team are lovely and they
really look after our customers.”