The history of the Gerlou company began in 1933, when Brooklyn based brothers George W Cowen and Laurence L Cowen opened their store. Initially, it was a high-end hat and accessories store called Gerlou Hats, located at 2159 Broadway in Manhattan, New York. The name Gerlou is fictitious and echoes the beginning of the names of its founders, George and Laurence.

Gerlou began regularly placing recruiting ads in the New York Times, offering favorable conditions and high salaries. Preference was given primarily to experienced salespeople of hats, accessories, and jewelry. The following year, Gerlou’s retail store expanded its selection, focusing on purchasing and selling original jewelry.

Laurence Cowen’s business was quite successful, requiring expansion of the company’s space and staff. Thus, in 1934, another store opened, named Gerlou Fifth Avenue, at 501 Fifth Avenue, New York, N.Y. Lawrence Cowen served as president of Gerlou-Fifth Avenue, and George Cowen served as secretary and treasurer.

Nationally advertised Gerlou Fifth Avenue

Gerlou expanded beyond retail into jewelry manufacturing, attracting experienced jewelers and training employees in jewelry production. According to the ads, renowned designers and jewelry companies such as Trifari, Coro, Reinad, Karu, Mazer, and others collaborated with Gerlou.

Nationally advertised Gerlou costume jewelry appeared in the 1940s in Vogue, Harper’s Bazaar, Mademoiselle, House & Garden, and other magazines, providing detailed descriptions of each piece. Furthermore, in 1944, Gerlou published a jewelry catalog, which was available free by mail. The Gerlow Fifth Avenue firm existed until 1960.

Traditionally handcrafted from sterling silver and gold-plated, Gerlou unique jewelry is highly collectible today.

Vintage Costume Jewelry by Gerlou Fifth Avenue