A history of Fiesta and the company that makes it

Timeline

1. 1840s

   The pottery industry in East Liverpool begins with the manufacture of yellow ware from the rich deposits of local clay; utilizing the Ohio River to transport products throughout the region.

2. 1870-1879

   Public preference shifts to a more sophisticated white ware imported from England. East Liverpool City Council offered $5,000 in seed money to someone who would build and operate a pottery for the production of white ware.

3. 1871

   The Laughlin Brothers (Homer and Shakespeare) form a partnership to sell pottery to which their proposal is accepted by the East Liverpool city council. They build a two-kiln plant on the banks of the Ohio River to produce white ware as the alternative to yellow.

4. 1877

   Shakespeare pursues other interests; the business continues under Homer’s direction and becomes: The Homer Laughlin China Works.

5. 1880-1889

   Homer Laughlin becomes one of the better-known manufacturers of ceramic dinnerware and toilet ware in the country. In 1889 a young bookkeeper from Steubenville, Ohio, William Edwin Wells, is hired to manage the books and eventually, the business.

6. 1897-1899

   Homer Laughlin retires and sells the business to Wells and a financial partner, Louis I. Aaron of Pittsburgh. Two more plants are built to support operations. A key customer contributing to the company's rapid growth included the F.W. Woolworth Company, the country's fastest growing variety (5 & 10 cent) store chain and the American Cereal Company of Chicago, who was packing oatmeal bowls in Mother's Oats boxes.

7. 1902-1909

   A tract of land on the opposite side of the Ohio River (today known as Newell, W.Va.) is purchased from the Newell family. A subsidiary company, the North American Manufacturing Company, is formed to develop the town. Lots are laid out, water and sewer systems are installed, electric power is secured, and a suspension bridge is built across the Ohio River, connecting the new community with East Liverpool and a trolley line is built to transport workers across the river. Plant No. 4 is constructed in 1905-1906, the largest pottery plant ever built, bringing production to 300,000 pieces per day, (10% of the U. S. production capacity). The company officially moves its headquarters and operations to the Newell location.

8. 1910-1914

   Louis Aaron retires and is succeeded as president by his son, Marcus Aaron, as rapid growth continues. Plant No. 5 opens with 16 additional kilns—78 ware and 60 decorating.

9. 1917

   W.E. Wells writes to the Woolworth Company “...this is the first time in history that the purchases of any one concern from any one pottery firm have reached the million mark in one year.”

10. 1920-1928

    The early 1920’s marked the most revolutionary change that had ever hit the pottery industry. Homer Laughlin replaces intermittent kilns with continuous firing tunnel kilns at Plant Nos. 4 and 5 to increase production. New Plant Nos. 6 and 7 open. Plants on the East End are phased out in favor of the largest Homer Laughlin plant, No. 8. with 800 employees and a total capacity equal to 160 upright kilns, all for making ware for Woolworth’s, at an average price of 72 cents per dozen. That amounts to 16.7 million pieces of ware sold to one customer in one year.

11. 1927

    Frederick Hurten Rhead is hired as design director in 1927. Rhead's 15-year reign proved to be the most prolific period of new product introductions in the company's history. Rhead designed Virginia Rose as well as the several Eggshell shapes. Rhead's most noted accomplishment was Fiesta®. Fiesta shapes were created in an Art Deco style with concentric circles highlighting the bright colors.

12. 1930

    W.E. Wells retires, and is replaced by his eldest son, Joseph M. Wells, Sr.

13. 1936

    With great fanfare, The Homer Laughlin China Company introduces Fiesta at the Pittsburgh China & Glass Show in January 1936. Shapes are created in an Art Deco style with concentric circles highlighting the bright colors. Color pallet includes Red, Yellow, Cobalt Blue, Green, and Ivory – at the Pittsburgh China & Glass Show.

14. 1937

    Following the successful release of the 5 originals, Frederick Hurten Rhead introduced Turquoise to add a sense of flair and playfulness to the growing Fiesta family.

15. 1938

    One million dozen pieces of Fiesta are produced!

16. 1939

    Automatic jiggering replaces hand jiggering, further revolutionizing production.

17. 1940-1949

    World War II begins. Homer Laughlin produces china for the armed forces, post-war production peaks. The company employs 3,000 and produces over 10 million dozen pieces of ware.

18. 1940

    Marcus Aaron retires as president and is succeeded by his son, Marcus Lester Aaron (M. L. Aaron) who serves as president for 48 years.

19. 1943

    One of the original colors, Red, is officially retired.

20. 1950

    The 1950s sees a large increase in imported dinnerware produced in countries with very low labor costs. This competition takes its toll on the American industry; many potteries do not survive the decade. Homer Laughlin's management decides to shift its emphasis from consumer dinnerware to commercial ware for the hotel and restaurant trade, introducing the “Best China” brand of vitrified hotel china. Fashion dictates a change in Fiesta’s color palette; softer pastels emerge. In 1959 J.M. Wells, Sr., retires, turning over the management of the company to the third generation of his family, Joe Wells, Jr.

21. 1951

    Two of the original colors, Cobalt and White Old Ivory are retired. Gray, Chartreuse, and Rose are officially introduced.

22. 1959

    Just a short 8 years after introduction - Green, Chartreuse, and Rose are officially retired.

23. 1960-1970

    Color trends move back to brighter colors and Fiesta follows. Homer Laughlin continues its hospitality push.

24. 1969

    Two of the original colors, Yellow and Turquoise, are retired.

25. 1973

    Fiesta retires after 37 years of production.

26. 1980-1985

    The company begins to produce lead-free china for the hospitality industry, setting an industry standard and the stage for today’s Fiesta.

27. 1983

    Produced the last semi-vitrified supermarket promotion for Alpha Beta in California.

28. 1986

    Fiesta is reintroduced in March of 1986 at the Charleston, WV, as a Cultural Center as a vitrified body, lead-free, in new updated colors: White, Black, and Apricot. Joe Wells, Jr., retires and is replaced as executive vice president by his son, Joe Wells, III. Limited collections are produced in Lilac and Chartreuse. Sapphire is produced for 16 months exclusively for Bloomingdales and to local West Virginia retailers. M.L. Aaron retires as president and is succeeded by his son, Marcus (Pete) Aaron, II. The company is now in the hands of both families’ 4th generation.

29. 1987

    Post 86 Cobalt, Rose, and Yellow are introduced

30. 1988

    Post 86 Turquoise is introduced.

31. 1989

    Periwinkle Blue is introduced.

32. 1991

    Sea Mist Green is introduced.

33. 1993

    Lilac is introduced.

34. 1995

    Persimmon is introduced, Lilac is retired.

35. 1996

    Sapphire is introduced

36. 1997

    In 1997, to celebrate the 500 millionth piece of Fiesta produced since 1936, The Fiesta Tableware Company produced 500 Raspberry Presentation Bowls. The bowls were presented to owners and shareholders of the privately held company, and this color will never again be reproduced for public sale. Chartreuse is introduced; and after one year of production, Sapphire is retired.

37. 1998

    Fifteen Raspberry Bowls are donated to three charity auctions held in the Newell/East Liverpool area in June and August of 1998. The $75,000+ proceeds of these auctions go to designated educational scholarship funds. Apricot retires.

38. 1999

    Pearl Gray is introduced, Chartreuse is retired.

39. 2000s

    As Fiesta begins to flourish in the retail sector and Homer Laughlin becomes a leading force in the foodservice china industry, the aging factories undergo many changes. In 2002-2005 state-of-the- art computerized kilns are installed throughout plants 6, 7 and 8. Much-needed new forming and glazing equipment is installed and a self-contained 'plant within a plant' is built at Plant #8. Homer Laughlin prepares to enter the new millennium as the industry leader in both the foodservice and retail businesses.

40. 2000

    Juniper and Cinnabar are introduced.

41. 2001

    Sunflower and Plum are introduced. Pearl Grey and Juniper retire.

42. 2002

    Joe Wells, III, with his sisters, Jean Wicks and Elizabeth McIlvain, with the purchase of the Aaron’s stockholder interests, end a 104-year partnership with the Aaron family. Joe Wells, III, is elected president and chief executive officer. Shamrock is introduced, Yellow retires.

43. 2003

    Tangerine is introduced.

44. 2004

    Scarlet is introduced.

45. 2005

    Peacock is introduced, Rose and Sea Mist Green retire.

46. 2006

    Heather is introduced, Periwinkle Blue retires.

47. 2007

    Evergreen emerges on the Fiesta color palette. Fiesta makes the transition to a lifestyle brand with new items like bakeware, adding licensing partners in glassware, table linens, cutlery, gadgets, and more. Fiesta opens its first Fiesta branded showroom in the Tabletop Market building, 41 Madison Ave, NY, NY, 16th Floor.

48. 2008

    Homer Laughlin gears up for its 75th Anniversary year with a new item and color, 3-Piece Baking Bowl Set in Marigold. It’s the first year that three colors are introduced to define a color statement with Ivory making a comeback! Heather and Persimmon retire. Chocolate debuts in the fall. New shape “Square” is introduced. Fiesta® Christmas Tree Collection is introduced, ushering in a prolific period beginning of decaled decorating.

49. 2009

    Lemongrass is introduced, Heather retires. The second item in the 75th Anniversary series is unveiled: a Large Oval Serving Platter.

50. 2010

    Homer Laughlin China purchases The Hall China Company, East Liverpool, Ohio, to expand its food service and Fiesta production. Homer Laughlin introduces a new collection: America’s Diner/Bistro, based on its original checked and banded patterns produced in the mid-1900s. The third item in the 75th Anniversary series is introduced: 2PC Prep Baking Bowl Set. Paprika is introduced. Evergreen and Cinnabar retire.

51. 2011

    The official 75th Anniversary year! The dinnerware collection is available in limited edition anniversary color, Marigold, as well as limited edition Soup Tureen. Chocolate retires.

52. 2012

    Flamingo is introduced, Marigold retires.

53. 2013

    Lapis is the new color for 2013. After one year of production, Flamingo retires. Elizabeth McIlvain succeeds her brother, Joe Wells, III, as the new president of Homer Laughlin. After 50 years of service, Wells takes his father’s place as chairman of the board.

54. 2014

    Poppy is introduced as the new color of 2014; Black and Peacock retire. New shape family “Bistro Collection” is introduced, including Dinner and Salad Plates.

55. 2015

    Two colors are introduced in the same year, in the same season: Sage and Slate. Plum retires.

56. 2016

    Fiesta celebrates its 80th Anniversary and Homer Laughlin China Company celebrates its 145th year! New color Claret is introduced; Paprika and Plum retire. A new and unique glazing process is introduced to produce Foundry.

57. 2017

    Daffodil is introduced as the new color of 2017. Claret and Tangerine retire. Fiesta introduces the Floral Bouquet pattern - becomes #11th ranking bridal pattern consisting of a 9” Luncheon Plate and Java Mug.

58. 2018

    Fiesta first opens the 2nd exclusive showroom in the Atlanta’s AmericasMart Market building, Bldg. 2, 9th floor. Mulberry is introduced as the 2018 new color, marking the 50th Fiesta color. Sage retires.

59. 2019

    Meadow is introduced as the new color of 2019.

60. 2020

    The Homer Laughlin China Company takes a bold step and returns to its roots, focusing solely on manufacturing dinnerware for the home. The foodservice divisions and brand names of The Homer Laughlin China Company (HLC) and the Hall China Company are acquired by Steelite International. The Homer Laughlin China Company is renamed and is henceforth known as The Fiesta® Tableware Company. Butterscotch is introduced as the new color of 2020. The Dinner Bowl Plate is introduced.

61. 2021

    The Fiesta Tableware Company celebrates 150 Years of American Craftsmanship 1871-2021. Fiesta celebrates its 85th Anniversary, bringing to market the Pedestal Cake Plate in Twilight. Twilight is introduced as the new color of 2021; Cobalt and Shamrock retire. Luncheon Bowl Plate and Stackable Mugs are introduced.

62. 2022

    The Fiesta Tableware Company opens its third outlet at The Hartville Marketplace in Hartville, Ohio. Peony is introduced; Slate retires.

63. 2023

    Jade is introduced as the new color of 2023.

64. 2024

    Sky is introduced as the new color of 2024. Three colors are retired - Lemongrass, Mulberry, and Butterscotch.

65. 2025

    Linen is introduced as the new color of 2025. The outlet store in Hartville, Ohio is closed after two years of operation.

66. 2026

    Lavender is introduced as the new color of 2026, and Fiesta celebrates it's 90th Anniversary. Two colors are retired - Sunflower, and Twilight. Various shapes are retired as well including the Oval Baker, Mini Canister, Covered Box (aka Belk Box), Sugar and Cream Tray Set, Classic Rim Appetizer Plate, Teapot, Shell Plate, and Chevron Crock/Canisters.