Danecraft vintage costume jewellery

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Hibiscus flower sterling silver brooch. 1940s. Danecraft vintage costume jewellery

Danecraft vintage costume jewellery
Officially founded in 1934 and located in Providence, Rhode Island, Danecraft company originates from the famous manufacturer of “Primavera” jewelry. A goldsmith from Pescara, Italy, Victor Primavera was a descendant of an old family, who made jewelry for noble families in Italy. By the way, Italian word “Primavera” means “spring”.
Primavera workshops existed until 1910, then Victor Primavera, Sr. emigrated to the United States. He settled in Providence, Rhode Island and continued jewelry business alongside with James Felch. Their company Felch & Co. founded in 1934 ceased to exist in 1945, when Primavera bought out Felch and changed the company’s name to Danecraft.
Meanwhile, James Felch started another jewelry company which worked for a short period, not more than a decade. Noteworthy, the company marked their products “Felch”.
After Victor’s death in 1977, his family continued the business. So, Victor II headed the board of directors, the youngest Victor Primavera became chief executive officer and his daughter Gale – vice-president.

Vintage Hibiscus flower sterling silver earrings

«Danecraft» craftsmen still work manually, allowing themselves to perform on machines only the most vile and painstaking operation. Traditionally, they use high quality sterling silver and gold, metal alloys, pearls, art glass, crystals and rhinestones and glitter enamel.

Maker’s mark

Victor Primavera 1940 patent

Danecraft vintage costume jewellery

Beautiful brooch Angel. Danecraft jewellery

Angel brooch

Joy Angel brooch. Gold tone textured metal, glitter white enamel

Victor Primavera designated his preference to Danish craft in the name of the company – «Danecraft» in the 1930-ies. It sounds like a tribute to the Danish and Scandinavian craftsmanship in general. And it is clear why the most popular motifs of the famous brand are Scandinavian floral theme, drawings and designs taken from nature.
The brand also has become known for whimsical pins that can cheer us up every day. In particular, charming kittens, dogs, miniature men, amazing flowers, garden tools, fairy and household plots. Another line of «Danecraft» – a variety of elegant jewelry – luxury necklaces, rings and bracelets.