The history of Royal of Pittsburgh Jewelry Company, located at 810 Penn Avenue in Pittsburgh, Pennsylvania, began in 1939. Incorporated in 1946, Royal of Pittsburgh Inc was manufacturer, importer and distributor of costume jewelry.

Joseph M. Levy (1900–1988) led the company as president and treasurer, and his wife, Jewel Levy, served as vice president. Joseph Levy previously worked as a sales manager at Royal Novelty Co., founded in 1939 and located at 909 Penn Avenue in Pittsburgh.

In 1943, Royal Novelty Co., a manufacturer of souvenirs and costume jewelry, became part of Royal of Pittsburgh and moved to the same address at 810 Penn Avenue. Joseph Levy’s company expanded production by opening offices in other states. In 1948, Royal of Pittsburgh opened new showrooms and offices in Chicago under the direction of Bob Lewis.

Joseph Levy’s firm launched several costume jewelry brands, and one of them, Pastelli, became particularly popular. Pastelli’s exquisite jewelry graced the pages of fashion magazines in the 1960s and 1970s. Other brands included Andre Pierre Originals (since 1962), Royalustre (1964), and Luvbugs (1967).

Family business of Joseph M Levy and Jewel Levy

From the beginning Royal of Pittsburgh was a family-owned business. Born in Brooklyn, New York, Joseph M. Levy and Jewel Levy (1906–1999), an immigrant from Poland, married in 1930. They had two children, daughter Carol Levy (1932–2013) and son Richard Levy (1939–2014).

In 1960, Joseph M. Levy’s son, Richard, began his career with Royal of Pittsburgh, but in 1972 he moved to Denver, Colorado, where he opened a wholesale furniture business.

Following Joseph Levy’s retirement in 1970, his daughter Carol took over the company as president, while her mother, Jewel Levy, continued as vice president. Margaret Borrasso (1924–2011) served as treasurer and secretary. In 1982, Royal of Pittsburgh Inc merged with another Pittsburgh-based jewelry company and dissolved a year later.

Vintage Costume Jewelry by Royal of Pittsburgh