According to the note published in July 1944 Jeweler’s Circular Keystone, Reinad Co had been “manufacturing jewelers for more than 25 years”. Thus, the founder of the company was no more than 18 years old. Born in 1905 in New York, Harry Reinstein started his jewelry business in 1922. The company’s name comes from the surname of its founder.

Headquartered at 256 West 38th St., New York, Reinad Co made stone set gold plated pins, earrings and bracelets. Notably, over its 30-plus years of existence, the company has changed its address and name three times. Initially, it was Reinad Co., then Reinad Novelty Co, Chanel Novelty Co (1941), and finally, Reinad Fifth Avenue.

Reinstein sold his jewelry only to jewelry stores, retailed by jewelers only. He said, “from the very beginning, each piece would be, in appearance, quality and workmanship, a piece of ‘jeweler’s own jewelry’—made as a fine jeweler would make it himself.” Also, Reinad Company made costume jewelry for other well known jewelry companies.

Among the jewelers who worked for Harry’s firm were Adolph Better, William Wienner, as evidenced by their patented in the 1940s designs. Remarkably, Harry himself was not only a successful jeweler and entrepreneur, but also an inventor. His inventions of The ornamental design for a necklace and Watch Wrist Case patented October 12, 1939 and Oct 18, 1949, respectively, speak for themselves.

Unfortunately, Harry Reinstein passed away prematurely, at the age of 51.

Reinad Fifth Avenue Jewelry Company History (1922-1956)