Jane Willingale established Loudware in the 1980s. She produced hand-painted, brightly coloured ceramics which included bowls, jugs, vases and tableware. This range of decorated ware was introduced at London's Chelsea Crafts Fair and followed by other internationally recognised trade fairs in New York, London and Frankfurt. Prestigious stores featuring her work included Barney's in New York, Selfridges and Harvey Nichols in London.
Her hand-painted pottery is still available in small quantities.