The history of the jewelry company with the prestigious name Royal Craftsmen, better known by the Laguna brand, began in the 1920s. Its founder was Louis Detkin (1900 – 1987), a Brooklyn resident who began his career in the jewelry business as a partner in the Standard Bead Co, 104 S. 8th Street, Philadelphia.

After dissolving the partnership with Harry Zigelbaum in 1926, Louis Detkin soon founded the Royal Bead and Novelty Company of New York. Louis and his wife, Lillian, raised two sons, Paul Gerald Detkin (1925 – 2020) and Gilbert Guy Detkin (1927 – 1978).

Gilbert Detkin

A World War II veteran, Paul Detkin returned from the front in 1944 and immediately joined the family business. Soon, Gilbert Detkin also became part of the company’s management.
Remarkably, both brothers had a wide range of interests. Gilbert composed music, and his brother wrote lyrics for songs, the patents for which they received in 1945. Paul Detkin was also an avid golfer and skier and lived a long life, dying at the age of 95.

Louis Detkin

In April 1944, Louis Detkin, president of the Royal Bead and Novelty Company of New York, announced the launching of a new branded line of simulated pearls. Moreover, it was in 1944 that the Royal Bead and Novelty Company became subsidiary of Royal Craftsmen, Inc, 36 West 32nd Street, New York City.

Nationally-advertised Laguna brand

The name of the new brand was Laguna, and it was this name that became synonymous with the company. Although the “Laguna” line was new, it received the national advertising and promotion program for many years. In all advertising publications Royal Craftsmen was mentioned exceptionally as makers of nationally-advertised Laguna simulated pearls.

Of course, later the Royal Craftsmen Inc launched several more brands, but they did not become as famous and popular as Laguna. Other trademarks launched by Royal Craftsmen included Persiana, Oceania, Neptuna, and Royal Craftsmen.

A. L. Wagner and Edward Stevens

Among the important employees who contributed to the development of Royal Craftsmen, Inc were A L Wagner and Edward Stevens. Wagner, sales manager of Royal Craftsmen since 1947, previously worked for Joseph H. Meyer Bros and had his own silverware business, A L Wagner Mfg Co.

Edward Stevens, General Sales Manager of Royal Craftsman since 1947, for the past 33 years was previously Vice-President and General Sales Manager of the New Haven Clock Co. In his new capacity, Stevens supervised an intensive campaign to expand the distribution and sales of Laguna pearls through retail jewelry stores. He made his headquarters in the New York office, 36 West 32nd St., New York.

According to the Open Corporates Directory, Royal Craftsmen Inc (alternatively known as Detkin Corporation) ceased to exist in 1991.

Laguna Vintage ads