Thirty-seven-year-old Thomas Rowland Wedgwood is a descendant of Josiah Wedgwood, who founded British pottery firm Wedgwood in the 18th century. He was raised in Zimbabwe and England, studied oceanography in the US and owns a film company specialising in underwater work. A sense of obligation and personal interest drove him to join the family business. The Wedgwood brand ambassador and his family now live in Tokyo. Is there any pressure in maintaining the reputation of your family's long-running business? Naturally, there's an obligation for me to help. But I wouldn't be talking about Wedgwood with you if I absolutely hated it. I'm proud of its longevity. Look at what has happened in the world in the past 250 years and you'll find a lot has changed. Yet Wedgwood remains what it is. Things like our jasperware are still intact. Your jasperware doesn't seem to have inspired copycats. Why is that? It's hard to copy. I can't tell you the secret, but the form of jasper is complex. Any copy will be remarkably detectable. Does your enduring brand find it hard to stay innovative? Sure. If you're a young company, whatever you do is going to be innovative. But with a brand that's almost 250 years old, it's a momentous challenge to be creative. It's very easy to say: 'Look, we have all the heritage and let's lean on it.' But you don't want to do that because you'll become old-fashioned. Yet, if you're too innovative, you would be wiping off 250 years of branding and the brand would no longer be recognisable. How do the English view traditional heritage? The quintessential English spirit in places such as London is this reverence for traditional English heritage and an infatuation with the past. But people want something innovative at the same time. So, we are trying to find a balance between respecting the old heritage and staying modern in the dining scene that's changing rapidly. How has the dining scene changed? We've all become globalised and live a chaotic life in which we communicate with others through text messages or e-mail. We don't dine together as often. I think we should keep the tradition of formal dining - it's a fundamental form of communication. It's important to have a place where we can sit down, have a chat with good friends and teach children good manners and to be patient. And that transcends everything else that you do.