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.

Nationally advertised Alpha Craft jewelry graced the pages of thirteen fashion and movie-fan magazines, and even comic books. Today, Alpha Craft creations have high collectible value, but are extremely rare on the vintage jewelry market.

According to the available, albeit scant, information, a certain company bought out the Alpha Craft company at the end of 1949, at the very peak of its popularity. Meanwhile, another company, Berchay Mfg Co., unrelated to jewelry manufacturing, was established at its address at 303 Fifth Avenue.

Alpha Craft Jewelry Company History (1941-1949)