Founder (s): Eugene Joseff as Joseff of Hollywood 1935 - Present
Eugene Joseff was born in Chicago in 1905. As a young man [1923 to about 1926] he worked at an advertising agency before he moved to Hollywood in the late 1920s. Once out in Tinsel Town he pursued his real passion, costume jewelry.
He soon became a designer and before long his pieces were showing up in movies and on the stars off the screen. The actresses even modeled the jewels in several publications. The jewelry seen in the movies was leased or rented to the studios.
The great starlets seen wearing his jewelry created a buzz in the general public. Just like today, ladies watching the movies wanted to emulate the screen goddesses.
1937 or 1938 a retail line was introduced. Joseff copied his original pieces for this line. It is said that only one store per city could sell the jewels produced for the public. I guess he learned something about marketing in his prior career!
Joseff is also credited with creating a type of gold- plating that did not produce as much glare under the lights as materials being used. It was a semi- matte Russian gold- tone finish. It became exceedingly popular. Joseff used this plating for his retail line as well.
Joseff became known as the leading supplier of costume jewelry to the movie industry. Not bad for a self taught jewelry designer!
Joseff died in a tragic plane crash in 1948. His wife, Joan Castle Joseff carried on the business.
NOTE: It is possible to find unsigned Joseff jewelry, however most pieces were signed.
Some of the older designs are being reissued by the Joseff Company for today's market. This is a practice that several companies follow. Eisenberg is one example. To see Joseff of Hollywood's current jewelry line and more visit their website, http://joseffjewelry.com/index.php
Techniques/materials: Authentic period designs. Visually strong pieces. Russian gold plated pieces. Crystals that were hand cut. Diverse themes and styles [animals to the zodiac] covering many periods of design. Plastic pieces including the famous five and six petal flowers.
This piece is just gorgeous! According to Ginger Moro, author of the book European Designer Jewelry, jewelry in silver colored metal made by Eugene Joseff were rare. When I found it I was delighted! It is large and the setting for the faux sapphires is done in the Nouveau style. The asymmetrical frame of beautifully detailed sculpted leaves and berries is remarkable. This striking piece is signed “Joseff Hollywood” in block letters on an applied plaque.
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