The Severn Valley in the east of the Shropshire county had already been used for ceramic production since Roman times. In the 18th century, Coalport, right on the banks of the River Severn, was a 'new town' and the choice for partners John Rose and Edward Blakeway.

The river provided easy access for raw materials from the West Country and a direct route to Bristol and beyond for finished goods. Coalport and Ironbridge Gorge were also well placed for cheap local coal and good quality fireclays.