"The
fashion for art ceramics was overtaken by another trend in the
early 20th century: fine home dining, often in a separate
dining room. Lenox began offering custom-designed and
elaborately decorated service plates to his discriminating
clientele around 1902, despite the domination of European
china. The plates, painted by such acclaimed artists as
William Morley, were so successful that Lenox
turned his attention increasingly to complete sets of
dinnerware and in 1906 changed his firm's name to Lenox
Incorporated to reflect the new direction from the Ceramic Art
Company."レノックス公式サイトより抜粋