On the Table: Casual Chic

Contemporary brides want versatile dinnerware that fits their lifestyles and homes — and they may not need two sets to achieve that balance

By Bessie Nestoras -- Gifts & Decorative Accessories, 4/1/2006

Years ago, when a woman got married, she chose two dinnerware patterns: one set of everyday dinnerware and another for more formal occasions. While that model may still hold for some, modern homemakers tend to be more casual when entertaining. Brides are looking for versatile dinnerware patterns they can use every day, as well as formally.

In fact, the term “formal dinnerware” is itself becoming antiquated, according to many industry insiders. “We're trying to get away from saying 'formal dinnerware,'” notes Jean Moses, national tabletop director at Waterford. “Because if you say 'formal,' then people think it can't be used every day, or on the patio.”

“The definition of 'formal' is changing as entertaining becomes increasingly eclectic, bold, creative and driven by great design,” agrees Catherine Fischer, president of Rosenthal USA. “[Brides] want luxury that's not traditional or stuffy.”

Heather Tirino, marketing coordinator at The Zrike Co., agrees: “The trend today is casual entertaining, but with elegance and style. Today's bride and groom are looking to use their tabletop, not display it in a curio.”

Specialty retailers with an eye to the bridal market can offer a range of dinnerware that reflects the casual, eclectic trend in home entertaining.

How can gift retailers accommodate modern brides in search of casual yet elegant dinnerware fit for everyday use? According to Moses, when selecting tableware, brides are looking for three things: 1) china 2) crystal 3) flatware.

“If two are simple, one should be ornate,” says Moses “If two are ornate, one needs to be simple. But they can't all be the same, or it will be either too much or too little.”

Dressing a table is a lot like dressing ourselves. For instance, casual-chic style pairs jeans with a dressy blouse, or a pair of boots with a cocktail dress. It's all in the way you put it together. The same goes for the table.

“Today's bride is looking to make a fashion statement that goes with the trends in her kitchen and lifestyle,” says Kim Madden, manager of bridal services at Reed & Barton, and spokesman for the company.

Waterford brides look for plain white dinnerware with subtle accents, according to Moses. The Kilbarry Platinum pattern, a white body with platinum band (Waterford's number one seller), is easy to dress up with accent plates. “It's fun to put accent plates with dinnerware,” says Moses. “And it doesn't have to be from the same company.”

In response to what today's bride is looking for, Royal Doulton is turning from its traditional-looking patterns in favor of sleeker, cleaner designs. Precious Platinum, a white pattern with colored border and platinum embellishments, is the company's best seller. And last October, Doulton introduced Spa Living, a white porcelain dinner plate that comes in two patterns: Waterdrop and Reflection. The casual dinnerware pattern goes from a relaxed presentation to a formal look with just a switch of glassware.

For example, homeowners can set the table with Doulton's Lifestyle glassware — simple drinking glasses in four colorways — and they're ready for a fun evening with friends. Or pair Precious Platinum with long-stemmed glassware, and the dining room is outfitted for an elegant soiree.

Flatware also dresses the table up or down: the right pattern can enhance a casual setting or soften a formal atmosphere. But one mistake can throw off the whole look, so when choosing flatware, brides are looking to coordinate, keeping the mood right and the tone interesting.

One of the most appealing trends in flatware today is mixed materials, says Madden. Reed & Barton's Villa pattern features a molded black handle on an 18/10 stainless steel cap. New flatware from Arte Italica comes in five patterns and features handles made from Mebatek, a synthetic material exclusive to the company. Designs and shapes in this collection are so classic they can be placed on the table with rustic dinner plates or sleek, modern tableware.

Of course, retailers can also go in the opposite direction by displaying ornate flatware patterns with modern plates. The Hexagon pattern from Jonathan Adler's Happy Home Collection for The Zrike Co. coordinates with traditional flatware to tip the look toward a more formal presentation. On the other hand, paired with Reed & Barton's Villa, Adler's collection takes on a young, hip attitude.

“When choosing flatware, a bride needs to look at her entertaining needs,” says Madden. But what Reed & Barton is counting on is a bride's need to be transitional and versatile. “We're also hoping she'll buy more than one set. One casual set and a more formal set.”

To aid brides in creating a harmonious table setting, many of the tabletop manufacturers offer coordinating stemware and accessories for their dinnerware patterns. “They usually go with the coordinating stemware so as to not make a mistake,” says Lauren Rawicz, national bridal manager and spokesman at Royal Doulton.

But Waterford's Moses sees brides mixing and matching items to bring their own personality to the table. For example, they won't buy everything in the Lismore cut crystal pattern. Instead, they'll buy Lismore stemware and choose another pattern for salt and pepper shakers, mixing the accessories to create a more individual look.

“Mix and match has been a trend for eight to 10 years, and it's only getting stronger,” says Moses.

This trend goes back to Madden's idea of tabletop as a larger fashion or decorating statement. Just as a bride “decorates” her home, she'll look to “decorate” her table. Says Madden: “She wants fashion-related looks that go with her home decor.”

Brides can also change the look of a table with linens. “They can change the table with linens, picking up a color from the accent plate,” notes Moses.

Today's brides are savvy shoppers, and their dining needs have changed as much as the ways they entertain in the home. Specialty retailers who take this factor into account can offer brides a selection of dinnerware, including tabletop, flatware and stemware, that will make their tables unique and versatile, going from formal elegance to casual comfort. In addition, ornate napkin holders, linens, accent plates and stemware can help boost bridal sales.

Offering a new bride a broad choice of tabletop will help her create a welcoming home, and will also turn her into a loyal customer.