The history of the Apex Art Novelty Co, 118 W 29th Street, New York, NY began in 1925 and spanned nearly 50 years. Its founders were Charles Goldman (1899 – 1968) and Vincent (Vincenzo) Minchillo (1893–1938). In August 1929 Vincent Minchillo dissolved partnership, and Charles Goldman became the sole owner of the firm.

A lawyer by profession, Charles Goldman previously served as the attorney and counsel for the United Retail Jewelry Storekeepers Association. In the 1950s, he was also one of the directors of the Costume Jewelry Board of Trade of New York.

Initially, Apex Art Novelty Co, manufacturer, importer and wholesaler produced costume jewelry and accessories for fashion houses and dress tailoring studios.

Jewelry categories included beads, bracelets, chains, lockets, pendants, charms, brooches, cufflinks, necklaces, tiaras, accessories, and souvenirs. The materials used for their creation were also quite diverse – copper, brass, sterling silver, gold, imitation pearls, crystals, rhinestones, and glass.

The peak of Apex jewelry popularity came in the 1960s, when Apex jewelry was sold throughout the country in major department stores. Noteworthy, such popular fashion magazines as Vogue widely advertized Apex Art jewelry.

Charles Goldman, doing business as Apex Art Novelty Co, lived in Brooklyn, New York. After his death in October 1968, the firm of Apex Art Nov Co continued to operate for about 5 years, and ceased to exist in 1974.

Costume Jewelry by Apex Art Novelty Co