Pfaltzgraff, we know. It's that casual, affordable dinnerware that has been setting American tables for nearly two centuries: blue flowers on white dinner plates, bing cherries on cereal bowls, spongeware pitchers your grandma would recognize in an instant.

In an unabashed bid to snag the next wave of homemakers, a new company Web site, Pfz.com, lets customers design their own.

You want sushi plates instead of dessert plates? You've got it. Tapas platters instead of gravy bowls? All yours. The have-it-your-way approach is designed to appeal to consumers in their 20s and early 30s, said Michelle Vocaire, a spokeswoman for Pfz.com, launched earlier this month. "We found that women no longer want to buy boxed dishes with items they will never use."

The site lets users click for shape, color, design and even monogram (or any three-letter word of your choice). The porcelain pieces are microwave- and dishwasher-proof. Prices range from $12 to $80.

In the works: a party section with downloadable music, recipes and entertaining suggestions.