Studio-based success prompted diversification. The business introduced new techniques and produced bone china from 1884. The ideas and inspiration of key individuals like John Slater and Charles J Noke built its reputation in figurines, vases, and decorative pieces. When Henry died in 1897 he was widely mourned. But the Doulton name for fashion and functionality was spreading apace.

The Doulton name caught the attention of the royal family itself. During 1901 the Burslem factory was granted the Royal warrant by the new king, Edward VII. Now the business could adopt a bold new logo - the British lion - and a classic brand name - Royal Doulton.