Firms bet on British allure to get by Brexit. China maker

Wedgwood and other British brands are hoping to make virtue out of necessity by using their U.K. identity as a selling point as the country falls out of the European Union.

Consumers around the world are ready to pay extra for the perceived cultural cool of Britain as well as for the quality and workmanship.

Exports of goods and services account for about 27 percent of the British economy, with almost half of exports going to the EU.

The government is trying to bolster overseas trade with a five-year program