Something I discovered in my WWW travels today was a line of dishes called LuRay Pastels produced by an HLCo. competitor, Taylor, Smith & Taylor Co. I had no idea these dishes existed! It's a line of "semi-porcelain" dinnerware - in pastel shades of blue, green, yellow, and pink. The shapes are rounder, a little swirlier --- not as streamlined as Fiesta but with a similar heaviness to them. They were produced from 1938 to 1962, and a gray shade was added to the line in the late '40s and early '50s.
Set Your Table with Jewels was an early slogan used by TS&TCo. They actually named the line after Luray Caverns in Virginia where stalactites and stalagmites in every color of the rainbow can be seen.
Have any of you heard of LuRay Pastels? Apparently they've become - well - warm collectibles. They're available in quite a variety of shapes and they're much more reasonably priced than vintage Fiesta. Martha Stewart has given them some attention in the past, too. Here's a link to an article with some more information: