According to most publications and web sources, Victor Primavera was the owner and founder of the Danecraft jewelry company. Moreover, some sources even don’t mention the name of James Felch, an undeservedly forgotten jeweler and founder of the world-famous brand.

Before founding his company, James P. Felch (1904-1982) already had extensive experience in the jewelry business as a manager, designer, and jeweler. Born in Ohio, 20-year-old James Felch began his career at R. H. Kimball, Inc., jewelry company in Providence.

Then, Anthony Deluise invited James Felch to become his partner in the jewelry firm Premier Mfg Co, 9 Calendar Street, Providence. In 1928, James Felch and Anthony Deluise dissolved their partnership by mutual agreement. Felch sold his interest to DeLuise, who became the sole owner of Premier Mfg. Co.

With the necessary experience and capital, James Felch, in partnership with Victor Primavera, founded Felch & Co in 1934. Initially, it was a small firm of six people, four of whom were the founders themselves and their wives Maria C. Sacco Felch (1906 – 1976) and Anna Pettella Primavera. James Felch led the firm as president.

Their initial jewelry manufacturing facility occupied 1,000 square feet. Just four years later, production expanded, and in 1941 the company purchased a building at 25 Bucklin Street, Providence. In addition, during World War II, to fulfill military orders, the company built additional space.

Felch & Co manufactured costume jewelry and military insignia, for which they received patents in the 1930s and 1940s.

Felch & Co launched Danecraft trademark

A significant event in the company’s history occurred in 1937. Felch began producing silver jewelry under the Danecraft trademark, which had been registered in 1938. The Danecraft brand name reflected the influence of popular in the 1930s Danish silver jewelry.

On 24th of April, 1946 James P. Felch, Victor Primavera, and Agnes I. Bruno formed a corporation Felch & Co., Inc for manufacture, retail, and distribution of all kinds of jewelry and novelties.

James Felch’s partner, Italian born Victor Primavera came to the USA in 1910. His son Victor Primavera, Jr. (1927 – 2020), who was born in Providence, joined Felch & Co in 1942. Learning jewelry making and acquiring management skills since the age of 15 allowed him to successfully manage a company in the future.

Nationally advertized Danecraft jewelry

The Danecraft jewelry ads appeared in many national fashion magazines, including Harper’s Bazaar, Seventeen, Mademoiselle, Vogue, and others. Felch & Co was listed in these ads as the “progressive manufacturers of “Danecraft” Sterling Silver jewelry, of 158 Pine St., Providence.

In April 1952 Felch & Co., makers of Danecraft Sterling Silver Jewelry issued its 15th anniversary catalog, which contained approximately 100 pages of clear illustrations of the firm’s line of jewelry. Danecraft pierced Florentine Lace line included necklaces, bracelets, pins, and earrings.

In 1953 manufacturers of Danecraft sterling silver jewelry purchased the complete sample line and models of the Queen Novelty Co., of New York City. Formerly made by Queen Novelty Co, all sterling silver items were manufactured and sold under the “Danecraft” trademark.

In June 1953 Felch & Co, maker of the Danecraft line, added a line of sterling silver jewelry for men and gold filled items for the ladies. Felch & Co Inc opened new showrooms in New York City at 366 Fifth Ave, offices and showrooms at 36 S. State St., Chicago, and 704 Market Street, San Francisco.

Incorporation of Danecraft

In 1954 production facilities for Danecraft sterling silver jewelry increased at least 50 per cent through extensive addition to the factory on Bucklin St, Providence. James P. Felch announced the changes to Felch & Co – the firm established Danecraft, Inc. Danecraft got full benefit of nation-wide advertising, including on the CBS-TV Program, “The Big Payoff”.

The expansion of the Danecraft Corporation continued. According to the note published in Jewelers’ Circular-Keystone, September 1955, Cordane, Inc, subsidiary of Danecraft, acquired Hacking & Schleicher, Inc., manufacturer of rings and rhinestone sterling silver jewelry at 36 Garnet St., Providence.

Retirement of James P Felch

James P. Felch retired as president of Danecraft corporation in June 1957. His partner, Victor Primavera continued to manage the plant, and Victor Primavera Jr took over James Felch’s duties.

Meanwhile, James Felch continued to manage the Felch company until August 1958. In December 1958 James Felch sold his interests to Harold Dobra, former owner of Standard Finding Co. of Pawtucket, R. I. Dobra succeeded Felch as president, and also assumed treasurer duties. Bradford Sellon, jewelry designer, who had been with Felch founding, became vice-president and secretary.

James Felch spent the last years of his life in Florida and died in 1982 at the age of 78. His partner, Victor Primavera, continued to successfully run the family jewelry business, Danecraft, for a time, passing it on to his son. He died in 1977.

Felch & Co Jewelry and Ads