New Beginning for Auratic

Chinese fine dinnerware maker launches lines suiting American tastes
July 31, 2015Allison Zisko

auraticBleu is available as a 16-piece set.
By Allison Zisko

After years of serving the tabletop industry in near obscurity, Auratic, a more than 200-year-old Chinese dinnerware maker, is ready to make a name for itself in the United States.

The family-owned, fifth generation company has done business in the United States for many years, mostly by performing other equipment manufacturer work. But its newest assortment, launched at the New York Tabletop Show in April and now on the summer gift show tour, demonstrates a significant change in design direction under the leadership of Sara Han, vice president and global creative director, who joined the company in October. Han previously worked for Noritake and Lifetime Brands and as a consultant for WWRD, where she designed several patterns for Wedgwood. Han said she wanted to show the American market who Auratic is and what it is capable of.

“Auratic took years to step into the American market and even right now, it is only the beginning,” said Lewis Wong, president. “After getting Sara on board, together with our showroom grand opening last year, the spring 2015 show was actually the first show for Auratic in the U.S. tabletop industry.”

Auratic’s latest patterns show a clear understanding of American tastes and trends in both the upstairs and the casual dinnerware category. It manufactures in both bone china and porcelain and has established a three-tier pricing system: there are $200 five-piece bone china place settings, five new premium porcelain patterns at a more accessible $143 for a five-piece place setting, and several casual patterns offered as 16-piece sets, as well as a coupe-shaped, ombré pattern in three colors from British designer Nick Munro retailing for $99 for a four-piece place setting.

“With Sara’s input, we launched our high-end formal, everyday bridal, everyday casual, as well as the transition line of Aladdin, designed by Nick Munro,” Wong said. “We did receive very positive feedback from all visitors and buyers at the last show. It gives us direction for developing further our transitional casual line collection, which is exactly the trend nowadays. I believe the current trend of design that the consumer, or nowadays millennials, will select tends to be more colorful and playful.”

Designs are still in development for the fall and spring 2016 markets, Wong said, but he promised more good designs employing the company’s exclusive porcelain manufacturing techniques, which make the dinnerware durable and whose glaze creates the look of bone china.

Allison ZiskoAllison Zisko | Managing Editor/Tabletop Editor

After 15 years of covering the tabletop industry, Allison Zisko is still as enthusiastic as ever about the dinnerware, glassware and flatware categories. An in-depth analysis of how the category works intrigues her just as much as the latest fashion trends. As managing editor, Allison oversees the daily e-newsletter and works behind the scenes to help produce the print issue each month. She also directs HFN’s housewares coverage and covers the cutlery category. An avid reader, Allison is eager to talk to anyone and everyone about the latest book they are reading.


  • Von Tobel Cites Brass Textures Among Top Trends

    Camera Icon   More Videos

Subscribe to
HFN Omnichannel
Receive the news you need to know about the trends in the industry delivered right to your inbox.

Current Issue

  • HFN cover for September 2017


    September 2017


    2017 State of the Industry Report
    Cautious Optimism, Mixed Results

    Many expected 2016 would be a banner year, but the political and economic climate softened consumer confidence. It was also a year consumers spent more lavishly on home remodeling rather than decorating.


    •  TJX Unveils First U.S. Homesense Store - In a time when retailers are reducing store counts, TJX continues to get physical.
    •   Ikea’s Fluid Spaces - The retailer’s new intros reflect multifunctional rooms.
    •  N.Y. Home Fashions Market Preview - Textile textures get soft and cozy, colors warmer.