United factories from 1907

In 1907 Karl Schaaff sells the upper factory to Georg Schmider, who unites the two factories to form Georg Schmider – Vereinigte Zeller keramische Fabriken. He thus expands his product range to include porcelain. The creamware product lines are merged. The upper factory becomes the porcelain factory, the lower the creamware and majolica factory.
In the 80 or so years of its existence, the company goes through all the stages of social upheaval, which are also reflected in the ceramics produced.

There are the different style epochs, such as Art Nouveau at the beginning of the twentieth century. The idea of producing art for a broad clientele in good quality at a reasonable price also applies to the all-over glazed tiles, which are mainly used as decorative elements in furniture. The company marketed more than 50 different motifs on tiles during this period. Beautiful examples can be found in the local history museum in the Storchenturm. Art Nouveau can be seen with its depictions of women, animals and plants on vases, plant bowls, boxes and wall plates.

Like Art Deco and Bauhaus style later on, it also influences the shape and decoration of porcelain tableware.
At the beginning of the First World War, plates are decorated with national symbols and bearers of hope, but soon one finds equally realistic depictions. At all times, Zell also produced dolls’ tableware as toys, which was advertised accordingly.
For the Winterhilfswerk, which the National Socialists expanded before and during the Second World War, plates and pins were produced in Zell as a matter of preference. During the war, the development of new shapes declined significantly, but did not come to a complete standstill, as the fish jug shows.

After the Second World War, the export of ornamental tableware and wall plates contributed to the economic upswing. In 1957, the company was again exporting to 85 countries.
In the 1950s, Anneliese Beckh became chief designer for almost three decades. Her unusual new shapes and designs gave expression to the new attitude to life in the post-war period. Her cat vase and many other vases, bowls and small ceramics are today of interest to collectors from all over the world. In the 1970s, the décors became somewhat more stylised.