Fiestaware is truly a family business, and Elizabeth “Liz” McIlvain is ensuring it remains one for the foreseeable future. McIlvain is the first female CEO and president of Fiesta Tableware Co., following four generations of male leadership.
Fiestaware was originally founded by Homer Laughlin as the Homer Laughlin China Co. McIlvain’s great-grandfather, William Edwin Wells, worked for Laughlin as a bookkeeper and accountant, and Laughlin saw in him a passion for the business. As Laughlin and his wife spent an increasing amount of time traveling, he regularly left Wells in charge. When Laughlin decided to sell the business and leave the pottery industry, he turned to the man he trusted most and offered him the chance to buy it.
This year, Fiestaware will celebrate its 90th anniversary and plans to celebrate during its biannual tent sale. The company is working to offer exclusive items that won’t be available through its outlet store or website.
McIlvain said the celebration is designed to honor the customers and collectors who have helped make Fiestaware a success. Planned activities include an auction and a Fiestaware-inspired take on Antique Roadshow, featuring historian Mark Gonzalez, who will evaluate pieces brought by attendees, discuss their history and estimate their value.
This year saw the release of two new collections. The first is the limited-edition Americana pattern, released to coincide with the nation’s 250th anniversary. The pieces celebrate classic Americana imagery through designs featuring flowers, bicycles, mason jars, apple pie and more.
The second release for Fiestaware’s anniversary year is Lavender, which has been met with a huge response. McIlvain said collectors have been asking for a new purple color for years, making the launch one of the most anticipated color releases in recent memory. When asked about other frequently requested colors, McIlvain quickly answered: hot pink. She said enthusiasts were asking for it long before the Barbie movie was released. Despite its popularity, however, a hot pink Fiestaware collection is unlikely, as reds, dark purples and pinks are among the most unstable colors in the kiln, McIlvain said. Pieces need to be reworkable in the kiln should a flaw be found, and colors are chosen with that in mind.
The goal is for reworked pieces to come back in first-class shape and be ready for retail sale.
The length of time a color will be around, like most other items, depends on sales. When a certain color starts to see a decline in sales, it could find itself retired. But never fear: discontinued colors can often be found through private sales, on the shelves of antique shops or in estate sales.
When asked how she would guide someone who wants to start their own Fiestaware collection but doesn’t know where to begin, McIlvain said the sales team has developed 12-piece sets and mixed sets in various colorways, offering an easy starting point for customers who may be intimidated by the brand’s extensive color selection.
Collectors are one of the company’s best resources for marketing and advertising. There are two established collector groups, and their input and support on colors and patterns are a huge asset to the company, McIlvain said. The groups even have conventions, where attendees can win a one-of-a-kind piece.
“We have our own marketing department, but they are out there all the time just talking and touting Fiesta,” McIlvain said. “We’re so fortunate to have these groups.”
Other dedicated collectors include those attending the West Virginia Chamber’s Annual Meeting & Business Summit held at The Greenbrier each year. A special piece of Fiestaware is traditionally given to attendees of the summit, making it a highly anticipated and popular keepsake among the state’s top business and community leaders.
Pitchers are among the most collected pieces. They come in various sizes and colors, and it’s not uncommon to find them displayed throughout a home or office. McIlvain’s mother-in-law has pitchers in every color on a shelf in her kitchen.
In 2002, The New York Times called Fiesta “the most collected brand of china in the United States.” Collectors have various reasons for starting their collections and deciding what degree of collection they want to establish. Some of the more famous collectors of Fiesta Tableware include Andy Warhol, Martha Stewart, Whoopi Goldberg and Barbara Streisand.
Scott Depot collector Lynne Squires said that growing up, her mother had some pieces, and she liked the colors. That inspired her to begin a collection of her own.
“I just started buying it because it was colorful, fun and, as an added bonus, made in West Virginia,” said Squires.
Now, her dining room table is always set with dishes in colors that reflect the season.
Talking more about the company and its future, McIlvain said the fifth generation of her family is already involved in the business, with both her daughter and nephew working for the company. At one time, there were over 100 potteries in the area; today, only Fiesta remains.
“Part of the philosophy and the mission statement of the company is to provide jobs for the people in this community,” she said. “We’ve had many opportunities to sell the business, but if we did that we know the buyer would move the operations overseas. We want to maintain this facility to provide jobs for the people who live in this community. With a history that spans 90 years, our company is here in West Virginia to stay.”
Amy Deal is a freelance writer living in Huntington.