There are several things to keep in mind when shopping for Etruscan Majolica.

Patterns

Of primary importance is knowing what the company made and what they didn't make. With so many reproductions on the market a basic knowledge of the Etruscan lines is very useful. Knowing these will also guide your collecting in an intelligent manner. The company made four complete lines of dessert ware: Shell; Cauliflower; Bamboo; and a line that is widely known as Classical. In addition to these there are several partial lines made to compliment other dessert ware: Sunflower; Rose; Coral; Corn; and Bird and Iris among others. The company also made a plethora of leaves. These have long been the most popular of the company's wares. Most majolica collectors, in fact, begin their collections with a simple begonia leaf. For a good listing of the lines that were made at the height of the company's popularity, try to get ahold of the 1960 reproduction of the 1884 Etruscan Catalogue, still available in limited release and often available on Ebay. This is not a complete listing of the company's output but does list most of their most popular wares.

What determines the price of majolica?

As any other object of desire, there is no set price set for Etruscan Majolica. It really comes down to what someone is willing to pay for a particular piece. So what makes for an worthwhile piece?

Color

Color is the primary selling point when it comes to majolica. Majolica dealers price their stock largely based on the colors in a particular piece. Cobalt majolica has always commanded the top price in Etruscan majolica. Many of the designs were made with a cobalt blue ground and it is invariably these pieces which are the most desirable. Pink is also an especially desirable color since it's presence on a piece can make the difference between a $50 plate and a $200 plate. This varies, of course by the pattern but it always adds to the price of a piece. Other colors that command a premium are lavender, red and periwinkle. Sometimes a color on a piece is quite unusual for the pattern. An example would be the very, very rare yellow Morning Glory plate. While yellow is not a particularly desirable color, it's unusual presence on this piece elevates the price substantially.

Decoration

Another quality that affects the price on majolica is the crispness of the decoration. Etruscan Majolica was decorated by master decorators as well as school children. The quality of the decoration usually varies as a result with the truer pieces commanding a higher price. While a looser type of decoration has a beauty of it's own, if investment is of interest when buying, you should avoid the pieces with excessively runny glaze decoration. While these are relatively rare in Etruscan Majolica they do show up periodically.

Condition

Condition also effects price but not as much as with other pottery bodies. Majolica is made of soft-bodied earthenware which is easily damaged. This is the main reason why damage in majolica does not affect price as severely as it does harder bodied ceramics such as porcelain. A chipped piece of porcelain can have its value reduced by over 50% while the equivalent damage on a piece of majolica will reduce the price by just 20%. That's not to say that perfect pieces will not still command a premium because they will, it's just not as profound a price factor as with other ceramics.

Rarity

Rarity also affects the desirability of a piece of majolica but not always the price. Some pieces, such as Begonia leaves, were made by the thousands, are well known and well liked so the price is relatively constant and within the reach of most collectors. Other pieces, such as the rare Etruscan Lily pattern remain inexpensive because of the lack of education among the general buying public. Because no comprehensive work on the company's output has ever been released it is here where the intelligent buyer is at an advantage in buying desirable pieces on Ebay at good prices. While Shell, Sunflower and Cauliflower will always command high prices on Ebay because they are well known, good buys in the Lily pattern, Corn pattern and and Begonia pattern are still widely available. Some pieces, such as the Etruscan version of the Choisy Asian peasant plate, are so rarely seen on Ebay that no clear market has ever developed. These are the types of deals that Etruscan collectors should be looking for.

"Albino" Majolica

I really need to say a word here about the so-called Etruscan "Albino" pieces. Etruscan "Albino" pieces are technically not majolica at all but decorated white earthenware. The price of these white pieces is generally considerably less than those of the full color pieces and should not really be sold as majolica, but set habits are hard to break once established and these pieces have pervaded the majolica listings. This however should not effect the Etruscan collector from acquiring these otherwise attractive pieces as part of their collections. I have seen gorgeous collections of these white earthenware products that are quite stunning en mass. I have also seen exceptional "Albino" pieces with such detailed over-the-glaze decoration that they put many full-color pieces to shame. Good deals are still to be had in the Etruscan white earthenware pieces and the astute collector should keep an eye open for them.

The rule, as with any collection, is to buy intelligently and to buy what you like and can afford. This way you can never go wrong.