Throughout the entire country the trade has noticed with interest, during the last few years, the marked increase in the demand for artistic plate at popular prices, and to meet this the Oneida Community, Ltd., has put out its attractive Reliance plate and is advertising this line extensively. Reliance plate has a metal base of 18 per cent. German silver, and carries a full five-ounce plate of pure silver. This makes it practically as heavy as the best of standard A1 brands, yet it is sold to the trade at a much lower price than this grade of plate. An inspection of the latest assortment of the new plate shows excellent workmanship and finish. The designs and patterns have a truly artistic appearance, such as is always expected from a product of the Oneida Community, and the plate is guaranteed to wear 16 years. Reliance plate is marketed in the same manner as “Community silver,” under a restricted price agreement, and, therefore, no cut-throat competition need be feared. This new, popular-priced plate allows the retailer to compete with the department stores and similar stores for a very profitable class of business—that is, plated ware for outfitting country homes and for like purposes. The Oneida Community, Ltd., announces that the concern’s extensive magazine advertising will be pushed as never before, and that it will make Reliance plate as well as “Community Silver” known to every woman throughout the country.
Source: The Jewelers' Circular - 5th May 1909