The basics never go out of style, and that is perhaps truer than ever in the china industry. Still, although white or simple white with a gold band remains perennially popular, there are other styles and sizes that are expected to be hot for rental.

"White and gold-banded white will always be hot, but we're seeing a trend toward silver-banded china, and the color silver in general," according to Brett Harris, chief operations officer and national sales manager for Denver-based Ten Strawberry Street. "This market has grown 20 percent in each of the past three years."

The reason silver's popularity is on the rise is because it lends a slightly casual air to an otherwise formal event. "I think people like dressing up, but staying somewhat casual about their entertaining," Harris said. "Silver is classy without overdoing it."

Silver is especially being used with spring weddings, and fourth-quarter holidays like Christmas and New Year's Eve. And rental-industry orders for silver have been particularly robust, he added.

"The main thing I'm seeing is that customers want something simple, yet elegant - something that will not distract from the presentation or decoration of the event," said Donna Specht, national sales manager for Wittur & Co., Northbrook, Ill.

Besides white and gold, Specht is seeing an interest in ivory and gold-banded china as well.

For Mildred Polansky, president of Harold Importing Co., Lakewood, N.J., the issue rental stores are facing is maintaining continuity - which is why the basics remain. "With china patterns, many times the vendors discontinue patterns, and you end up having to start all over again."

Counter personnel are on the front line and in the best position to let owners know what's moving and what is not, she added. It also helps to get in touch with other renters, because rental people will pool and swap patterns. Polansky also sees very basic dinnerware in simple white china or china with gold as the staples.

Bigger is catching on

Perhaps the most significant trend surrounding china is a move on behalf of customers to rent larger-sized plates.

"The 12-inch plate is increasingly being used for everything from the salad to the entree to the dessert because of the presentation chefs are emphasizing," Specht said. "At one time, 12-inch plates were strictly a service plate."

Harris agreed. "More creative caterers want the room for presentation, and the larger and wider the plate, the better. Caterers have been aggressive in recruiting recognized chefs from high-end restaurants."

Polansky also sees larger plates being used, although the standard 1058-inch dinner plate sometimes is moved down to the salad or dessert plate. And the normal-sized 612-inch salad plate becomes the butter dish. "One party customer rented three times as many dinner plates because every course was on a dinner plate. We're seeing more and more of that."

From an inventory/investment perspective, though, rental companies are being cautious about buying too many 12-inch plates, Specht said.

"Part of the situation is that a rental company's inventory has grown over the years based on 1058-inch dinner plate. So to beef up inventories is expensive. We're finding our rental store customers are making sure they have the commitments from customers before investing heavily."

This is especially true when it comes to high-end china, although Polansky and Specht agree there is a definite trend toward high-end china for rental.

"More customers are requesting more upscale, beautiful china for exclusive parties," Polansky said.

"As people become more educated about what's available they are demanding more sophistication, plus caterers are more involved today and they are exposing customers to more upscale patterns," Specht said.

Wittur has answered the call with an interesting concept - a partly owned, yet separate company called Elegant Settings. The new company offers rental stores a choice of four high-end patterns they can offer customers without purchasing them.

The company is set up as a sub-rental program, whereby rental store owners purchase a sample kit for $250 that includes four high-end china patterns as well as crystal, flatware, etc. - a five-piece place setting of each pattern.

"It gives stores four additional patterns without having to maintain inventory," Specht said. "It has been really exciting for the rental industry. Only 3 to 5 percent of the client base looks for this kind of china, but this way they can offer it without a major investment."

Know your clients

Because there are so many nuances to an event and because every client is different, manufacturers agree that counter personnel need to really get involved with the planning phases when they can.

"For example, gold on a plate for a business luncheon is probably not a good idea. The counterperson needs to ask all the pertinent questions about the kind of event, colors needed, price range and quantity," Harris said. "They might want to en-courage, for example, a less-expensive style if it's for a big group event because the place will usually be heavily decorated."

"Education is the key, and that means marketing services to the general public," Specht said. "That means making phone calls, talking to people at schools, churches and country clubs to let them know what you have for rental.

"The A.R.A. has done a lot to support education, and we're seeing a lot of our rental store customers realize how important networking has become."

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