April 16, 2024
Vintage Gold Tone Heart Shaped Brooch - Signed Joseff
Pricing & History
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JOSEFF OF HOLLYWOOD At the start of the depression in the late 1920s, Eugene Joseff and his brother James went to Los Angeles and Hollywood to try their advertising skills in the entertainment industry. Eugene started making jewelry there in 1930. He was a charismatic personality and met many movers and shakers in Hollywood including Walter Plunkett, who was a well- established costume designer. Walter would become Eugene’s mentor. Doors opened and he designed jewelry for several movies. By 1938 he adopted his surname for marketing purposes and became known as Joseff of Hollywood and Joseff: Jewelry of the Stars. He was credited with providing jewelry for a large majority of movies by this time. Hollywood movies made quite an impression on viewers influencing what they wore, drank, drove and smoked. Stars were very popular and the public wanted to emulate them, especially women who admired the strong screen roles played by talented actresses such as Joan Crawford, Bette Davis, Marlene Dietrich, Carol Lombard, and Barbara Stanwick. Actresses liked Joseff’s jewelry so much they asked him to make jewelry for their own personal wardrobes. Josef, the astute businessman, acknowledged the public’s fascination with the stars and his jewelry by starting a retail line. Joseff wanted women to feel confident and glamorous just like the popular
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