Edwardian Pink Rose Plate Grocer FRANK S. PEIRCE Advertising Vintage Earthenware c. 1900 Hand Painted - Measures 9.5" width ... Includes FREE SHIPPING. Note the projected collectibles, vintage, antiques, and memorabilia, U.S. market shows substantial growth on-average 6.5% Compound Annual Growth Rate (CAGR) to reach $280 Billion revenue by 2033.
This plate is an excellent example of early 20th-century ceramic advertising ware, with a style that dates it to the late Victorian or Edwardian era.
Approximate Year of Manufacture
The plate was most likely produced between 1890 and 1915.
Dating Clues:
The Style: The thick earthenware material, the heavily crazed glaze (the fine network of cracks), and the prominent, lush pink rose transferware decoration are all hallmarks of pottery popular in the late 19th and early 20th centuries.
The Function: Plates, calendars, and trays imprinted with advertisements were a popular form of merchandising from the 1890s to the 1920s, used by grocers and general stores as premium giveaway items to encourage customer loyalty.
History and Context
The Purpose: An Early Form of Marketing
This plate was not used for formal dining; it was a clever and expensive form of advertising. The inscription on the back, "A REMINDER FROM YOUR GROCER," clearly defines its function.
Grocers would often give these plates to their best customers, ensuring the grocer's name remained visible in the customer's kitchen or parlor.
The large, attractive floral image ensured the plate would be displayed prominently, serving as a constant, positive reminder for the customer to call Frank S. Peirce for their next grocery order.
The Grocer: Frank S. Peirce
The plate advertises an individual grocer, Frank S. Peirce. While the exact town is not specified on the plate, the name is significant:
The Boston Connection: The name "Peirce" (often spelled "Pierce") is synonymous with the elite grocery trade in Boston, Massachusetts, specifically the massive wholesale firms of S. S. Pierce & Co. and Silas Peirce & Co., which were major institutions during this era.
The Likelihood: Frank S. Peirce was likely a relative, a business partner, or an independent grocer capitalizing on the prestigious family name, operating a local, high-quality retail store in the greater Boston area (or New England). This type of custom advertising was common for local businesses wanting to project an image of quality and establishment.
In short, your plate is a tangible piece of turn-of-the-century commerce, representing a time when local grocers provided personalized service and invested in decorative premiums to compete against the rise of the first chain stores.
