Du Jay Costume Jewelry History
The history of the Du Jay jewelry brand began in 1933 in New York City. Its founders were Jacques H Leff (1893-1971) and Jules Hirsch (1878-1952), jewelers who previously worked with diamonds and platinum at Hirsch & Leff, 62 W. 47th Street, New York.
A talented designer, Jacques Leff began his career in the jewelry business in 1912, working for his father, Samuel Leff (1872-1933) at 211 Brook Avenue, Bronx. In 1915 his firm S. Leff & Son moved to 446 East 38th Street. The same year his son Jacques Leff continued the diamond setting business at 133 Canal Street.
Jacques H Leff
In 1918 Jacques Leff joined Sidney Kaufer & Co, New York, where he worked for 5 years. Then, in 1923, he received a partnership in the jewelry firm Esh Co, 110 West 40th St, where he was vice-president.
At every stage of his career, Jacques Leff acquired invaluable knowledge, from business management to establishing trade relations, while traveling extensively across the country as a sales representative. From the very beginning of his work he was also involved in jewelry design.
Patented designs
According to Patent Office records, Jacques H Leff patented his first badge design in 1918 in partnership with R.H. Spira. Later, from 1938 to 1940, he patented his unique jewelry designs, primarily figural and floral brooches.
Hirsch & Leff
In 1927 Jacques Leff and his partner Jules Hirsch established Hirsch & Leff, platinum and diamond firm at 62 W. 47th Street, New York. Their precious jewelry pieces were featured in the Jeweler’s Circular February 1930: Geometrical designs by Hirsch & Leff.
Du Jay, Inc
In 1933, Hirsch and Leff decided to begin producing original costume jewelry under the Du Jay style, aimed at wholesale buyers. Along with the costume jewelry business, they began a complete renovation of the office and showrooms for the new company, Du Jay, Inc.
In August 1935, they announced the opening of the company’s new showrooms, located on the 15th floor of 37 West 47th Street. The offices and showrooms were paneled in American walnut, and the large showroom overlooked the rooftop garden.
Their range of original jewelry, crafted from sterling silver and white metal, included clasps, bracelets, brooches, and rings inlaid with synthetic materials imitating all types of precious stones.
According to 1952 Business Directory, Du Jay Inc, the novelty jewelry firm located at 37 W. 47th St, NYC 19, was still active. The firm employed 25 people, with Jacques H Leff as sales manager, and Jules Hirsch – Purchasing Agent. However, this was the last year for one of the founders of this brand, Julius Hirsch, who died in 1952, at the age of 74.
Vintage Du Jay jewelry Ads
Advertising for Du Jay jewelry is extremely rare in fashion magazines, however, it has occasionally appeared, particularly in Vogue magazine, The New Yorker, and some others. The last mention of the Du Jay, Inc, manufacturers of novelty jewelry in business directories and reference books dates back to 1965. Thus, the company ceased to exist before 1970.
