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 fantastic 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.

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 and 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 mail-in offer pictured here encourages potential stoneware purchasers to give CornerStone a try first.  Patterns available in this offer were: China Blossom, Glenora, Royal Garden, Belle Grove. 

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.
 
 
* Note:  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 appears to be 20-25% thicker.  While it is true that it had more heft initially, CornerStone gradually slimmed down and the newest pieces seem no different in weight than regular Corelle.  Pieces aged somewhere in between can be found with only a 15-20% greater thickness.

Related Article:

CornerStone Collection (1983)