Fiesta (dinnerware)


Fiesta is a line of ceramic glazed dinnerware manufactured and marketed by the Fiesta Tableware Company of Newell, West Virginia, United States since its introduction in 1936, with a hiatus from 1973 to 1985. Fiesta is noted for its Art Deco styling and its range of often bold, solid colors.
The company was known as the Homer Laughlin China Company until 2020, when it sold its food service divisions, along with the Homer Laughlin name, to Steelite, a British tableware manufacturer. HLCC in turn rebranded itself as the Fiesta Tableware Company, retaining its retail division, prominent Fiesta line, factories and headquarters in Newell, West Virginia.
Fiesta's original shapes and glazes were designed by Frederick Hurten Rhead, Homer Laughlin's art director from 1927 until his death in 1942. Fiesta products before 1986 were semi-vitreous pottery, and after 1986 were vitreous china allowing marketing it for food service applications. Several of the original shapes had to be modified due to this change in material and other new shapes were added by Jonathan O. Parry, who became Homer Laughlin's art director in 1984.
Since its inception, Fiesta has been sold in sets or from "open stock", where customers can select, mix and match pieces from the entire color range. Notably, certain early glazes resulted in pieces that were slightly radioactive.
According to the Smithsonian Institution Press, Fiesta's appeal lies in its colors, design, and affordability. In 2002, The New York Times called Fiesta "the most collected brand of china in the United States".

Popularity and marketing

Fiesta was introduced at the annual Pottery and Glass Exhibit in Pittsburgh, Pennsylvania in January 1936. It was not the first solid color dinnerware in the US; smaller companies, especially Bauer Pottery in California, had been producing dinnerware, vases, and garden pottery, in solid color glazes for the better part of a decade by the time Fiesta was introduced to the market. However, Fiesta was the first widely mass-promoted and marketed solid-color dinnerware in the US.
When it was introduced, the decoration of dinnerware and kitchenware ceramics was still inspired by the Victorian era, based on full, predetermined sets of dinnerware, all decorated with the same decal designs. With its solid color glazes and mix-and-match concept, Fiesta represented something radically new to the general public. The forms and surfaces expressed an Art Deco influence. At introduction, the Fiesta line of dinnerware comprised some 37 different pieces, including such occasional pieces as candle holders in two designs, a bud vase, and an ash tray. A set of seven nested mixing bowls ranged in size, from the smallest at five inches in diameter up to a nearly twelve-inch diameter. The company sold basic table service sets for four, six and eight persons, made up of the usual dinner plate, salad plate, soup bowl, and cup and saucer. But the promotion and presentation of Fiesta from the start was as a line of open-stock items from which the individual purchaser could choose to combine serving and place pieces by personal preference and need.
As an early Homer Laughlin Company brochure said:
"COLOR! that's the trend today..." and it went on to say, "It gives the hostess the opportunity to create her own table effects... Plates of one color, Cream Soups of another, contrasting Cups and Saucers... it's FUN to set a table with Fiesta!"

The Homer Laughlin Company quickly added several additional items to the line. During this period some items were modified, and several items were eliminated, including the covered onion soup bowl, and the mixing bowl covers. In the years up to 1940, the line was expanded by the production of more new items. At its most numerous, the Fiesta line comprised approximately 64 different items, including flower vases in three sizes, divided plates, water tumblers, carafes, teapots in two sizes, five part relish trays, and large chop plates in fifteen-inch and thirteen-inch diameters. In addition, it offered several unique promotional items for one dollar each, available only in a predetermined glaze color.
With World War II and the need for manufacturers to focus on production for that effort, non-war related production and public demand declined. Beginning in 1942, the number and variety of items in the Fiesta line began to be reduced. Over the next four years, the more unusual serving pieces were discontinued, and by 1946, the line's variety of items had been reduced by nearly one third. Overall sales of the more typical place-setting pieces of Fiesta remained strong and reportedly peaked around 1948. The popularity of Fiesta was due to its bright colors, durable construction, stylized art deco shapes and designs, and its promotion through mass marketing. From its first introduction in 1936 and for over a decade, Fiesta products were a widespread fad. The dinnerware became something of a status symbol for late 1930s and pre-war 1940s middle-class households. Today, vintage Fiesta trades briskly on auction websites and at other antique/vintage product sales venues.

1936–1969

The line name and design is still owned by the Fiesta Tableware Company, formerly called the Homer Laughlin China Company of Newell, West Virginia, which was the original company that produced and marketed it. Except for minor adjustments due to manufacturing requirements, the design of the original shapes remained virtually unchanged from 1936 to 1969. As home decorating color styles changed, the company did change the solid color glaze assortment offered. The texture of the original glazes, and throughout the life of vintage Fiesta, was semi-opaque. This is smooth and glossy, but without any shining glare, rather more like an eggshell. The ware sometimes shows "glaze curtains", areas of uneven glazing where a heavier application meets a lighter one.
At its introduction in 1936, Fiesta was produced in five colors:
  • Red ,
  • Blue ,
  • Green ,
  • Yellow , ,
  • Old Ivory .
By 1938, two years into production, a sixth color was added:
  • Turquoise .
With the exception of the Red, this color assortment remained in production until about 1950. The first known company price list showing the new colors is dated 1951. The original Red had been discontinued before 1944.
The discontinuation of red, plus the general changes in society due to the United States' participation in World War II, caused a slump in sales of the larger serving pieces from the early 1940s. Prior to this reduction in the number of shapes offered, only one or two very specialized shapes had been discontinued such as covered onion soup bowls and covers for the nested mixing bowls and those had been discontinued by 1938. These early discontinued items, especially the covered onion soup bowls in the turquoise glaze and mixing bowl covers in any color, are today quite rare.
By 1950, after the end of the second World War and with the housing boom of returning GIs, home decorating styles and colors had changed. The manufacturer decided to retire some original glaze colors and replace them with four new modern colors in keeping with the changing decorative style.
The original Yellow and Turquoise of the prior decade remained in production but were augmented by four new colors:
  • Rose ,
  • Gray ,
  • Forest .
Thus the company continued to offer six colors as it had done through most of Fiesta's first decade.
Through the 1950s sales of Fiesta continued to decrease from its first boom years of the 1930s. The company reduced its offering of items. But when in 1959 the United States government released its block on uranium, which enabled the manufacturer to once again produce the original bright orange-red glaze , the company saw an opportunity to revive sales. The company discontinued the four new glazes of the previous decade in favor of the re-introduced original bright orange-red color, which along with the original yellow and turquoise colors, and a newly introduced bright green color were the four glaze color assortment offered to the public in 1959. This new shade of green was officially simply called
  • Green but has been nick-named "medium green" by collectors to distinguish it from the other earlier greens. The Medium Green is a bright, almost Kelly green. Some have described it as a "John Deere Tractor" green.
This final four color glaze assortment of original Fiesta continued in production until 1969.
Although this color assortment was available and sold for ten years, the popularity of Fiesta had fallen. Because overall sales of the line had decreased, this newest shade of green is seen as in very short supply on the secondary market relative to the other glaze colors. Both Yellow and Turquoise had been in continuous production since the earliest days, and Red had previously been in production, so on the secondary market those colors were more easily available. The last glaze color, called Medium Green was only produced during that decade, and so with less overall sales of the line, there was proportionally less product sold in this glaze color. As a consequence it has gained almost mythical status and, for certain pieces in this glaze, commands astronomical prices wholly disproportionate to the rest of the line.
The Yellow glaze is the one glaze that was in production throughout the life of vintage Fiesta. Turquoise, while not strictly an original color was otherwise also in continuous production until the end of the original vintage era in 1969. Red, while an original color at the line's introduction, was removed from the market before 1944. Although it was brought back into production from 1959 to 1969, this was after most of the unusual serving pieces had long been discontinued. Red pieces also usually command a premium price in the secondary market, both for its vibrancy in the mix of colors and for its scarcity due to limited years of production. While many collectors love all the colors, some only want those of the "Original 6" or "Fifties Colors".