1983 Trial Offer - CornerStone Collection 

By the early 1980s Corelle had been dominating the casual dinnerware retail scene with unequalled market penetration.  But the innovative qualities that had made Corelle such a success were becoming a distant memory to dinnerware purchasers who were ready for a change.  The result would be growing sales for imported stoneware brands, having a noticeable impact on Corelle's market share.

The mail-in offer encourages potential stoneware purchasers to try CornerStone first.  Four patterns to choose from: China Blossom, Glenora, Royal Garden, Belle Grove.

Stoneware was everything that Corelle wasn't: heavy and thick with an earth-toned base colour.  These aspects would become the foundation of the CornerStone Collection.  A new rimmed shape, beige-tinted base and slightly thicker & heavier* body was Corning's answer to the popularity of stoneware.  But as usual, Corelle had more to offer with superior chip & break resistance backed by a two-year warranty.  Although it was not nearly as heavy as actual stoneware, CornerStone's slight increase in thickness over traditional white Corelle gave it a more substantial feel.

The matrimonial overtones of the pitch are an allusion to Corelle's increasing presence on bridal registries at the time.  Weddings are the number one occasion for which Corelle sets are purchased.

A page from a 1983 brochure aimed at retailers introduces the CornerStone Collection in four patterns.  Boxed sets contained eight place settings and four serving pieces.
  
 
* - This thickness does not compare to the significant weight of the newer line of Ultra/Infinia/Luxe Corelle which is 70% thicker.  CornerStone at its maximum seems to be about 25% thicker.  Although it had more heft initially, CornerStone products gradually slimmed down, and the weight of the most recently produced pieces are no different than regular Corelle.  Pieces manufactured in the 1990s are only about 15-20% thicker.


Related Articles: 

Corelle Profile: Belle Grove, China Blossom, Glenora, Royal Garden 
1985 Brochure: Introducing Spring Pond