The history of the renowned jewelry firm Marchal Jewelers Inc, 745 Fifth Avenue, New York City, began in 1943 and spanned exactly five decades. The company’s founder and president was Charles Fleishman (1903 – 1984). His partners were Lou Brenner, Edgar M. Segal (1907 – 1976), and Gerald Goldwyn.

Edgar Segal made a career from manager, executive vice president and later president of Marchal Jewelers. Gerald Godwin, a significant figure, designer and winner of several prestigious jewelry awards and president until 1976. Lou Brenner was advertising manager who promoted the company brilliantly.

Initially, Fleishman’s company created stylish jewelry made of gold and precious stones – necklaces, brooches, earrings, cufflinks, rings, etc. However, it later became known as the largest manufacturer of charms in New York.

This Is Your Life

Isn’t it a brilliant idea to wear life’s most important moments on your wrist as charms on a bracelet? Each charm’s design depicts a significant life event—a baby’s booties, a favorite toy, a first car, a college diploma, and so on. Yes, this is exactly the idea that came to the mind of Charles H. Fleishman, the owner of a Marchal jewelry store on New York’s Fifth Avenue.

His wife, Betty, often watched the television show “This Is Your Life,” hosted by Ralph Edwards and featuring famous people of the time. It was Betty who suggested to Charles the idea of ​​giving commemorative fourteen-carat gold charm bracelets to guests on the show.

No sooner said than done. Charles called Hollywood, and within ten minutes he had a commission from Ralph Edwards, along with a script for the next show. The first charm bracelet was for singer and actress Dinah Shore (1916 – 1994). The design of each charm for her bracelet symbolized an important episode of her life. In particular, a map of the State of Tennessee, where she was born, a silver calendar, marking her birthday with a ruby, a golden baby shoe, a replica of her high school Diploma, etc.

Constant success

The success of the Marchal bracelets was incredible; many women, from farmers to the First Lady, chose the commemorative bracelets, according to advertisements. By 1947, the Marchal Jewelers had already become the largest manufacturer of gold charms in New York.

Another popular jewelry line was a series of pendants and charms featuring exact replicas of hundreds of dog breeds, crafted in 14-karat gold. Customers could purchase a pendant with an exact replica of their favorite pet both in the company’s store and by mail.

The “Portrait in Crystal”

However, it wasn’t only bracelets with commemorative charms that brought the company fame. The “Portrait in Crystal” jewelry series, exclusive and non-competitive, received awards from the National Association of Jewelers in 1956.

In 1957 Marchal Jewelers created the beautiful “Portrait in Crystal” line using a unique technology developed by Corning Laboratories. This technology allowed the image from any black-and-white photograph to be recreated in a light-sensitive crystal framed in gold. Once again, the company was appealing to sentimental consumers who were looking for personal, meaningful piece of jewelry.

Miss Liberty’s tiny torch really lights up!

The range of styles in charms was incredible. In 1960, the New York Times wrote, “Miss Liberty’s tiny torch really lights up!” Thanks to a collaboration between three partners—a New York jeweler, a leader in electronics, and a top-notch battery manufacturer—light-up pendants were born.

Marchal Jewelers created a glowing Christmas tree, a New York City skyline at night, the Statue of Liberty, an old gas lamp, and an illuminated church. According to an advertisement from the time, “If you have trouble finding your keyhole at night, there’s a 14-karat gold key with a light on top (retail price $48).”

A few interesting facts:

First, the Sylvania Electric Products Company developed light bulbs—”the smallest incandescent bulbs ever mass-produced.” They were called the “Mite-T-Lite.” Then, the P. R. Mallory & Co. Company developed a battery no bigger than a sequin.

These pendants were called “Marchalites” and retailed for between $39 and $90. The “Miss Liberty” pendant was chosen for the “lighting” theme because it was a Marchal favorite from the 14,000-piece collection. Other items in the series included Santa Claus, a house, a globe, and a princess phone.

The Sylvania light bulb was small enough to fit through the eye of a darning needle. The platinum wires connecting the battery to the bulb are less than one-tenth the diameter of a human hair.

Vintage Jewelry by Marchal