The history of Alpha Craft Co located at 303 Fifth Avenue, New York 16, NY, was very short and lasted from 1941 to 1949. The range of products was very diverse – barrettes, bracelets, charms, earrings, key chains, lockets, necklaces, pins and brooches. During the Second World War, the company released a line of Insignia jewelry.

A major milestone came in 1946, when the Walt Disney Company granted Alpha-Craft exclusive rights to reproduce all Disney characters on metal pins. The company sold these eye-catching pins for $1.95 a pair. Finished in rose or yellow gold or silver, the pins were based on famous Disney cartoon characters.

Mickey Mouse, Pluto, Dumbo, Donald Duck, Bambi, and other perennial favorites became staples of the line. In addition, Alpha-Craft designers added adaptations of new Disney characters as they were created. Noteworthy, in 1945-1946 Alpha-Craft launched seven trademarks on production of figural pins based on cartoons, fables and show characters. In particular, Milly and Tilly, Mopey and Dopey, Lazy Louie, The Quizzikal Kids, Punch’n’Judy, Pete’n’Tweet, and Mad Money.

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The history of the Jay Kel jewelry brand began in 1943 in New York, founded by Arthur W Koppell (March 14, 1918 – February 21, 1981). Koppell, until 1943, was the general director of the jewelry manufacturing firm Jaeckel Mfg Co at 7 Beverly Street, Providence.

However, in January 1943 the government accused the company of operating on the black market for silver. As a result, the company’s activities were terminated by court order. As for Arthur Koppell, he did not admit guilt and was released on bail in the amount of $ 1,000.
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According to the note published in July 1944 Jeweler’s Circular Keystone, Reinad Co had been “manufacturing jewelers for more than 25 years”. Thus, the founder of the company was no more than 18 years old. Born in 1905 in New York, Harry Reinstein started his jewelry business in 1922. The company’s name comes from the surname of its founder.

Headquartered at 256 West 38th St., New York, Reinad Co made stone set gold plated pins, earrings and bracelets. Notably, over its 30-plus years of existence, the company has changed its address and name three times. Initially, it was Reinad Co., then Reinad Novelty Co, Chanel Novelty Co (1941), and finally, Reinad Fifth Avenue.

Reinstein sold his jewelry only to jewelry stores, retailed by jewelers only. He said, “from the very beginning, each piece would be, in appearance, quality and workmanship, a piece of ‘jeweler’s own jewelry’—made as a fine jeweler would make it himself.” Also, Reinad Company made costume jewelry for other well known jewelry companies.
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Walter Lampl (1895-1945) founded the company of the same name in 1921 in New York City at 20 W. 47th St with his brother Joseph. Noteworthy, Walter was no newcomer to the jewelry business and knew the entire process from production to management and sales.

Thus, up until the opening of his company, he worked as a sales representative at the jewelry company The Deman Chain Mfg. Co., 16 W. 34th St. He also periodically served as president in the office and at the factory, during Deman’s travels or absences.
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In June 1944 Walter Lampl, 608 Fifth Ave., New York, announced the establishment of a new division under the name of “Walburt”. Noteworthy, the brand name Walburt comes from the names of Walter’s two sons – Walter Jr. and Burton.

According to the firm’s ads, Walburt featured costume jewelry and other kindred novelties to retail from $1 to $50 each.
Opened at 48 W. 48th St., the new quarters for Walburt division was devoted exclusively to show room and stock room purposes.

Walburt showed an extensive line of sterling silver jewelry made in the Walter Lampl manner, and other types of jewelry created to meet the demands in fashion. Ira Barzilay (1919 – 2006), became General Merchandise Manager for the Walburt division. She had been in the jewelry industry for a number of years.

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Immediately after the end of World War II, the jewelry business in the United States experienced a real boom. New companies opened, and once-closed firms resumed their activities in the production of costume jewelry. One of these new jewelry companies was Sonia Lee Inc.

American designer of Korean origin, Sonia Lee founded her jewelry business in Providence, Rhode Island, in 1945. Originally located at 166 Doyle av, Sonia Lee Inc then moved to 76 Dorrance Street, Providence. Sonia Lee (1913-2006) was president and treasurer, and Newton B. Cohn (1923-2005) served as secretary.

Sonia Lee’s high-quality jewelry was sold exclusively through wholesale retailers in major U.S. department stores. Made from sterling silver, Austrian crystals and rhinestones, her exquisite brooches graced the pages of the national fashion magazines in the mid-1940s.
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The history of the Dalsheim jewelry brand, founded by Maurice Dalsheim (December 24, 1894 – May 19, 1960), began in 1920 in New York City. Born in the Netherlands, Maurice (Moses) Dalsheim was the son of Izaäk Dalsheim, who died in the Auschwitz concentration camp in 1943.

Maurice Dalsheim came to the United States in the 1910s. He founded M. Dalsheim Co., 30 East 20th st., New York, in 1920. An advertisement in The Atlanta Constitution (1922-04-16) newspaper about recruiting sales representatives for M. Dalsheim & Co confirms the company’s founding date, 1920.
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