Reja costume jewellery

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Female goose with umbrella, one of the matched Goose brooches. 1945. 6.5×3.5 cm. Reja costume jewellery

Reja costume jewellery
The company founded by the jewelry designer Solomon Finkelstein in 1932 began its work in New York City. Initially, a small but promising brand manufactured rhinestone jewelry for wholesale distribution, and therefore did not advertise it. However, seven years later, in 1939 Finkelstein decided to manufacture jewelry for the retail trade. Accordingly, they changed the name of the company to Deja Costume Jewelry, Inc. Also, they used such trademarks as Deja, Deja Reg., Deja Original, and Deja Fleurs.
Meanwhile, in January 1941, due to the decision of Supreme Court of New York the creators of the jewelry brand had to change the name to Reja. And on the 17th January 1941 Finkelstein announced that he was the only the owner of Reja, and its main designer.
Handcrafted in small quantities, jewelry of the brand is rare. Traditionally, company’s craftsmen used high quality rhinestones, moonstones and crystals to imitate precious stones. One of the most popular considered series of enamel berries and birds made both in silver, and on the basis of jewelry alloys.
The company began to advertise its production in February 1946 in Vogue and Harper’s Bazaar, with full page color advertisements. They featured in particular, the “Africana” series of brooches with earrings, made of sterling and black enamel.
Unfortunately, a short, but colorful history of Reja brand ended 4th December 1953 (bankruptcy).
Although Solomon Finkelstein made an an attempt to save the company in June 1953, having signed a commercial agreement with Heller-Deltah Co., Inc., this attempt failed.