in resale GMV in the first 10 months
Return on Investment
of product kept out of landfills
For over seven decades, Heath Ceramics has stood for timeless design, artisanal craftsmanship, and pieces that tell a story. As the conversation around circularity and conscious consumption deepens, Heath wanted to do more than just create objects built to last—they wanted to make it easier for those objects to live on, in new homes, across generations.
So they launched Pass the Plate, a branded resale marketplace built in partnership with Treet.
Designed to give customers a simple way to buy and sell pre-loved Heath pieces—including rare glazes and out-of-production styles—Pass the Plate is now one of the first branded resale programs in the ceramics industry.
The results speak for themselves. In the first 10 months, Heath saw:
- $200k in GMV
- 19.5X return on investment
- Nearly 4,000 pounds of product kept out of landfills
What began as an experiment in circular commerce is now a meaningful new extension of the Heath experience, one that reinforces the company’s values, grows customer lifetime value, and creates space for connection.
The Challenge: Craft Meets Circularity
Heath Ceramics had long believed in the durability and legacy of its products. Many customers proudly use Heath dinnerware passed down from parents or discovered secondhand, but the brand didn’t have a formal channel to support that resale ecosystem—or ensure it reflected the quality and values of the company.
“We’d been dreaming of this for years,” said Megan Wernetti, President, Creative at Heath. “But ceramics are tricky. They’re heavy. They’re fragile. Most of our inventory predates any digital catalog. We had real concerns about how to make this usable for everyday customers—not just collectors or power sellers.”
The team also wanted the program to feel organic to Heath. Not tacked on. Not gimmicky. Just a natural extension of the brand’s legacy.
Why Heath Chose Treet
After vetting multiple partners, Treet stood out for offering more than just resale software—it offered a partnership.
“Treet’s team just got it. From the very first conversation, we could tell they understood our goals, our voice, and our constraints. They weren’t trying to sell us on resale—they were helping us build something that felt true to Heath.”
— Megan Wernetti, President, Creative
Key to the decision was Treet’s flexibility and fair pricing, as well as the ability to support listings for legacy products, unusual SKUs, authentication, and include a custom packing guide for each seller on how to ship ceramics safely.
Community, Connection & Customer Lifetime Value
The launch of Pass the Plate didn’t just create a new sales channel—it reenergized the Heath community.
The program has sparked conversations at events, in stores, and even among Heath’s vendors and partners. It has made Heath more accessible to new audiences, while reinforcing the emotional and material value of the brand’s ceramics for longtime fans.
“Pass the Plate completes the Heath experience. It gives our pieces a second life, reinforces their value, and reminds customers why they chose Heath in the first place.”
— Cathay Bailer, Heath Co-Owner
Key outcomes so far:
- 61% of sellers opt for store credit, reinvesting directly in the brand
- 29% of participants are net new
- Average resale order value: $102
- Average spend above credit: 431%
That store credit option has been a powerful tool for retention and reengagement, turning past customers into current ones—and even encouraging lapsed customers to return.
Real Stories, Real Impact
The emotional impact of Pass the Plate has been just as significant as the economic one.
One seller, a longtime collector, used the platform to downsize her collection. Her items were purchased by a buyer across the country who had lost a beloved Heath vase in a house fire. The buyer wrote a handwritten thank-you note to the seller—a simple gesture, but a powerful reminder of the real lives these objects touch.
“Two people, connected by a shared appreciation for a ceramic vase. That’s what this program is really about.”
— Tressa Crabb, Customer Service Manager
Experimentation & Future Plans
Following the success of the online resale program, Heath piloted an in-store “Trade-In” initiative across its Sausalito, LA, and SF locations.
Over just two weeks:
- 600+ items were collected
- 2 out of 3 customers redeemed their credit on the spot
- Nearly 50% of participants hadn’t shopped with Heath in years
That trial opened up another dimension of circularity—responsible disposal, direct trade-ins, and personal storytelling. Heath plans to bring it back in more locations and continue experimenting with new touchpoints that tie resale to the in-person Heath experience.
“Even broken pieces were brought in so they could be properly grogged and reused as aggregate for concrete. It’s not just about resale—it’s about full-circle responsibility.”
Advice to Other Brands
“Go for it. Resale doesn’t have to be complicated, especially with a partner like Treet. If you’re serious about community, sustainability, and brand longevity, resale is an obvious next step.”
— Allison Banks, President, Operations
For brands weighing resale, Heath offers a clear example: when you lead with your values and build for your community, resale becomes more than a margin opportunity—it becomes brand-building.
Conclusion: A New Chapter in the Heath Legacy
Pass the Plate isn’t just a resale program—it’s a powerful extension of everything Heath Ceramics stands for: enduring design, meaningful connection, and sustainable stewardship. In an industry where resale is often treated as an afterthought or risk, Heath embraced it as an opportunity to deepen trust, expand access, and reinforce the brand’s long-standing commitment to quality and care.
By partnering with Treet, Heath built a branded resale program that felt personal, not transactional. They turned potential friction points—like shipping fragile items or cataloging legacy SKUs—into moments of delight. And in doing so, they didn’t just unlock margin—they unlocked a movement.
For any brand wondering if resale can align with their mission, values, and customer experience, Heath’s story offers a clear answer:
Resale isn’t a compromise. Done right, it’s a multiplier.
“Pass the Plate helps us live our values more fully, while growing our business in a way that feels authentic and aligned. It’s not just about moving product. It’s about deepening meaning,” - Megan Wernetti - President, Creative, Heath Ceramics
Heath Ceramics has shown what’s possible when a heritage brand approaches resale not as an obligation, but as an invitation to keep the story going.
.png)
