Forgotten Jewelers

Madison Avenue Jeweler William Berns

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Madison Avenue Jeweler William Berns
Mounds of gold in a swirling ribbed pattern tailored earrings and ring in 14-K gold, Vogue October 1951. Madison Avenue Jeweler William Berns

The son of Russian immigrants, William Berns (1903-1962) grew up in a large family of six children—four daughters and two sons. William was unmarried and lived with his mother Milly at 19 East Eighty-eighth Street in Manhattan.

In the 1930s, William and his brother started their jewelry business Berns Brothers at 435 Madison Avenue, New York City. Before 1940, William Berns became the sole owner of the store and changed the firm’s name to Berns Jewelers.

Berns Arrow lapel pin made of twenty diamonds divided into spear and quill end by a platinum shaft, gold-backed, $150, Vogue September 1942
Arrow lapel pin made of twenty diamonds divided into spear and quill end by a platinum shaft, gold-backed, $150, Vogue September 1942

In March 1943, Vogue magazine described Berns Jewelers small shop as a veritable treasure trove of precious jewelry and unique antiques. For example, a 16th-century French snuffbox adorned with diamonds, or a bedside clock with a diamond hoop, concealed in a gold globe, resting on the shoulders of a miniature Atlas, whose feet rest firmly on a topaz base.

Berns The Rocky Mountain News (Daily), 1962
The Rocky Mountain News (Daily), 1962

The Will of William Berns

William Berns died in 1962, and his name became known nationwide only after his death. The jeweler’s will was the reason for this. Most newspapers across the United States and Canada reported on and widely discussed it. The Madison Avenue jeweler left his entire inheritance, approximately $250,000, to “the Treasurer of the United States of America.”

Although Berns had four sisters and a brother at the time of his death, his relatives understood the philosophical and patriotic meaning of his will.

A year before his death, William Berns wrote a will in which he stated, “I make this bequest in appreciation of the freedom and liberty afforded in this country to all citizens, irrespective of race, creed or color.”

Berns Wide gold bands 14 K gold, Vogue Mach 1948
Wide gold bands 14 K gold, Vogue Mach 1948

Highly questionable information

According to a May 3, 1962, New York Times article, William Berns served in the armed forces during World War I and World War II. However, this information is highly questionable, as he was 11-15 years old during World War I (1914-1918).

During World War II, he successfully ran his store at 435 Madison Avenue. This was confirmed by jewelry advertisements that appeared regularly, almost monthly, in fashion magazines beginning in 1941. These magazines included Vogue, Harper’s Bazaar, Mademoiselle, and others.

Meanwhile, William Berns was a passionate numismatist and became a member of the American Numismatic Association in December 1955.

Berns 14-carat gold, textured in a basket-weave pattern ring, Vogue November 1956
14-carat gold, textured in a basket-weave pattern ring, Vogue November 1956

Berns Jewelers Ads

Berns A charming little ring of 14-carat gold, set with two cultured pearls and two diamonds, Vogue December 1957
A charming little ring of 14-carat gold, set with two cultured pearls and two diamonds, Vogue December 1957
Berns A link bracelet, hung with a U.S. five-dollar gold piece set in a protective frame— all of 14-k gold, $62.50, Vogue November 1958
A link bracelet, hung with a U.S. five-dollar gold piece set in a protective frame— all of 14-k gold, $62.50, Vogue November 1958
Berns Cultured pearls set in 14-k gold ring, Vogue October 1948
Cultured pearls set in 14-k gold ring, Vogue October 1948
Berns Flying birds platinum pins set in diamonds, Vogue May 1942
Flying birds platinum pins set in diamonds, Vogue May 1942
Berns Horseshoe pin of fine diamonds and a sparkling diamond crown pin with single ruby heart pendant, Vogue December 1941
Horseshoe pin of fine diamonds and a sparkling diamond crown pin with single ruby heart pendant, Vogue December 1941
Berns Jewelers Lover's Knot 14 K gold ring, Vogue April 1950
Jewelers Lover’s Knot 14 K gold ring, Vogue April 1950
Berns Jewelers Vogue October 1949 ad
Vogue October 1949 ad
Antique inspired gold earrings, Vogue November 1952
Antique inspired gold earrings, Vogue November 1952
Berns last ad - Vogue November 1961
Berns last ad – Vogue November 1961
Vogue March 1949
Vogue March 1949
Berns D’aprés Nature, two pins studded with diamonds, Vogue August 1944
D’aprés Nature, two pins studded with diamonds, Vogue August 1944
Wide wedding band with rubies or sapphires and diamonds
Wide wedding band with rubies or sapphires and diamonds
Lovers knot wedding bands, Vogue May 1954
Lovers knot wedding bands, Vogue May 1954
Range gold necklaces and bracelets together into a massive Ubangi-collar, Vogue March 1945
Range gold necklaces and bracelets together into a massive Ubangi-collar, Vogue March 1945