The history of the renowned New York costume jewelry brand Réja began in May 1929. The company was originally known as Déja. Its founders were Solomon Finkelstein (1909 – 1989) and his brother Arthur Finkelstein, both natives of Brooklyn, New York City. In January 1941, the firm announced it was changing its name from Déja to Réja Inc.

Noteworthy, before rebranding their company, Réja Inc., 377 Fifth Avenue, New York, launched several costume jewelry brands. Among them were “D’or”, “Pinch Pin”, “Rose Opal”, “Artistry by Réja”, and “Réja”.

According to jewelry reference books, which cite each other, the company’s name change occurred in October 1940 following a New York Supreme Court ruling. However, there is no such case DuJay, Inc vs Deja Costume Jewelry, Inc. Based on the provided search results, there is no mention of a 1940 “Deja” trademark case in the New York Supreme Court.

Moreover, DuJay‘s claim would have no basis, since their company was founded in 1933. And Solomon Finkelstein had been using the Déja name since 1929, four years earlier.

From Déja to Reja

Most likely, the name Déja wasn’t entirely to Solomon Finkelstein’s liking, as at the time it was a well-known French women’s fashion brand in New York. Ads for Déja’s clothing frequently appeared in Vogue magazine. Even the style of writing for Déja clothing brand was little different from that of Déja jewelry brand.

Reja Advertising

The first collection of sterling silver gold plated brooches with floral designs made by Reja appeared in Women’s Wear Daily, fashion-industry trade journal, in March 1941. Then, in November 1942 Reja advertized their D’or collection of sterling silver and 24-karat gold plated earrings in thirty-three designs in Vogue.

The most beautiful collections advertized by Reja in 1940s in Vogue, Harper’s Bazaar and Women’s Wear Daily were Africana, Gardenesque, Fleur of Hawaii, Beau Monde, Singing Lights, and Burst of Glory. Reja craftsmen traditionally used gold or rhodium finished sterling silver, enamel, moonstones, rhinestones and art glass imitating precious stones.

From November 1942 to May 1943, due to violations in the use of tin in production, the company’s operations were suspended.

Joseph C. Klafter

Solomon Finkelstein was a talented jeweler who created most of the designs for which he received patents between 1945 and 1949. In 1949 Joseph C. Klafter (1916 – 1995) was appointed head designer and model maker. He worked for Reja Inc until 1953.

Born in Bardejov, Czechoslovakia, Joseph C Klafter was a freelance designer based in New York. He made jewelry designs for renowned jewelry firm Harry Winston during 1946 – 1949. From 1953 to 1958 Klafter was vice president and designer of William Russer Inc., Beverly Hills, California.

According to 1953 New York Business Directory, Réja Inc changed address to 143 W 20 St, New York City 11. The firm employed 65 people. Solomon Finkelstein was president, his brother Arthur Finkelstein was secretary, and Frank Marcus was treasurer.

Finkelstein’s company went through various stages, from success and business expansion to a merger with Heller Delta and bankruptcy. After 28 years of activity, Reja Inc ceased operations in 1957. Solomon Finkelstein spent the last years of his life in Florida.

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