When the Heart Wins: How Emma Hallatt Turned a Creative Passion Into a Full-Time Business
There comes a point in business when keeping every option open becomes more exhausting than making a decision.
That was the turning point for Emma Hallatt, owner of Popolo Ceramico Brighton & Hove.
Emma bought the franchise in 2023 while still working part-time in higher education. For a while, the two roles sat alongside each other. One offered familiarity and a reliable income. The other offered creativity, flexibility and a growing sense that this might be the work she really wanted to build.
Then Christmas arrived.
From Higher Education to a New Chapter
Emma’s career had largely been spent in universities, helping students secure placements, work experience and graduate roles.
It was people-focused work that she genuinely enjoyed.
“I loved working and mentoring and coaching young people.”
But as her children became more independent, Emma began to think more seriously about what she wanted next.
Ceramics had always been part of her story. She grew up in Stoke-on-Trent, where pottery is woven into the identity of the city, and later took courses in wheel throwing and stoneware.
What began as a hobby quickly expanded.
“It snowballed and got out of control very quickly, much to the distress of my husband.”
Her house and garden gradually filled with the things she made, but the appeal went deeper than collecting finished pieces.
Ceramics gave her a creative outlet that demanded complete focus.
“For me, it was very creative, but also very mindful because you have to really focus on the activity that you’re doing.”
Why Franchising Gave Her Confidence
Emma wanted to explore where that love of ceramics could take her, but starting entirely from scratch felt like a huge leap.
Popolo Ceramico offered a tried-and-tested model, an established product range and the support of franchisor Christina.
“I think I had a telephone call with Christina, and we just hit it off immediately.”
That conversation gave Emma the confidence to move forward.
The business also gave her a way to keep her personal pottery practice separate from her work.
She could continue throwing and hand-building for herself while using the Popolo model to create meaningful keepsakes for families.
The Christmas That Changed Everything
Running both roles became increasingly difficult during Popolo’s busiest season.
Alongside attending classes, taking prints, personalising products, firing the kiln and returning finished orders, Emma was also creating and delivering a university module.
During her final autumn term, she marked approximately 600 assessments.
“I got to the point where I was thinking, right, where’s my heart?”
The workload was no longer sustainable.
When the university offered voluntary severance, Emma and her family had a major decision to make. The payment was not large, and leaving meant a significant drop in guaranteed income.
But it also created a small buffer and the chance to give Popolo her full attention.
“It was a bit of a leap of faith of where’s my heart, where’s my head? And the heart won.”
More Than a Finished Product
For Emma, the real value of the business is not simply in the pottery.
It is in the moments captured through it.
She works with families from the earliest days of a baby’s life, creating handprints, footprints, sibling pieces and gifts for parents and grandparents.
One of the youngest babies she worked with was just four days old.
“It’s not just about the product itself. For me, it’s probably more about the people and helping them to capture their moments in time.”
That personal experience is one reason customers return.
A family may buy one item at a baby class, then come back for a first birthday, a second child or a sibling keepsake.
Emma sees the entire order through herself, from taking the print to adding names and messages, glazing, firing, packaging and final delivery.
“They’re not just an order number.”
Her five-star reviews regularly mention how comfortable customers felt during the appointment, particularly when they arrived nervous about whether a baby would open their hand or a dog would keep still long enough for a paw print.
Collaboration Instead of Competition
Popolo Ceramico Brighton & Hove also relies on strong relationships with local class providers, cafés and venues.
Emma regularly pops up at baby and children’s classes, offering seasonal ceramics without disrupting the main session.
She brings a small table, a couple of chairs and an experience that complements what the provider already offers.
The partnerships work because they are built on mutual support rather than a simple transaction.
“Lots of the class providers are females in business. Lots of them are mums in business. We’ve got a lot in common.”
Some of those professional relationships have now become genuine friendships.
This is collaboration at its best. Both businesses gain visibility, families receive something extra and the customer experience becomes richer.
Content That Feels Like a Real Person
Emma is a finalist in the Content Marketing category of The Class Business Awards 2026, something she admits completely surprised her.
“I never really analysed and thought that what I was doing was going to resonate.”
Her approach to content is refreshingly simple.
She looks for the story in what she is already doing and turns everyday moments into reels, carousels or posts.
She is not chasing a flawless image or waiting until every detail looks polished.
“If somebody were to go onto my Instagram or Facebook, it’s me that they’re seeing, and I’m not perfect.”
Her advice to other business owners is clear:
“Don’t overthink it.”
Instead, focus on helping people understand:
- Who you are
- What you make
- How the process works
- Why the product matters
That is what builds familiarity and trust.
Watch the Full Interview
Emma’s story is a reminder that growth does not always begin with a dramatic reinvention.
Sometimes it begins by recognising which part of your working life deserves more space.
By choosing Popolo full-time, Emma has created a business that brings together creativity, customer care, community partnerships and the moments families want to hold onto.
👉 Watch Emma’s full finalist interview here.
Join us on Saturday 10 October 2026 at the National Conference Centre in Solihull for The Class Business Live, followed by The Class Business Awards & Afterparty.
The daytime event runs from 9:00am to 3:00pm, bringing finalists, judges and sponsors together for speakers, mastermind discussions and brilliant sector connection before the evening celebrations begin at 6:00pm.
