Signed Leru vintage costume jewelry

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Crystal Heart brooch. Gold tone metal alloy, rhinestones. 6 cm. 1950s. Signed Leru vintage costume jewelry

Signed Leru vintage costume jewelry
Providence, Rhode Island based jewelry company Leru Inc. began its activity in early 1950s. The company produced high quality stylish jewelry and advertised its products in many of the glamorous magazines of the time. In particular, Glamor, Harper’s, Mademoiselle, and others. Traditionally, the company’s craftsmen used an alloy of metals of gold or silver tone, as well as mother of pearl, moonlight glow lucite, thermosetting plastic and rhinestones. As a result, the company successfully competed with such well-known firms as Trifari, Coro, and Lisner. The slogan of the company was “The Luxury Look by Leru”.
Soon, around 1958, the company had a second office in New York, and its name changed to “Peltan & Leru Corp.”, New York.
Noteworthy, according to the Official Gazette of the United States Patent and Trademark Office, the brand name is “Peltan & Leru Corp” and not “Pelton” as other sources indicate. In 1969, the company registered another costume jewelry brand, “Hope Creations”. Thus, the short history of Leru brand was over. In addition, “Peltan & Leru Corp” registered two more jewelry brands – “The Rainbow E.S.P. Jewel” (1975), and “Ivy Links” (1976). Peltan & Leru Corp ceased to exist in the early 1980s.