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Boucher, Mazer and Jomaz




Morning Glory Antiques & Jewelry

presents
~


JEWEL CHAT

Costume Jewelry Magazine



JEWELRY ADVERTISING


Mazer Jewelry

1926-1951
Jomaz Jewelry
1946-1981
Boucher Jewelry
1937-71

One of the most exciting reference sources for
attributing and dating vintage jewelry is the advertising in magazines from
years past. These wonderful old ads illustrate how jewelry was worn, when it
was made, and how it coordinated with the styles of the time.



Click on each picture for a larger view.

BOUCHER 1937-1971

Marcel Boucher was one of costume jewelry’s most
respected designers. He began by designing fine jewelry in New York City
for Cartier, moved into creating his own line in about 1937. Making jewelry with the marks "MB", "Boucher"
and "Marboux", his designs were fluid and detailed and his enamels have a
colorful soft iridescent quality that
make them a particular favorite.





BOUCHER 29 West 35th NYC
"Jester animated piece" and "Premiere Fleur" flower pins.
Mademoiselle March 1940

BOUCHER "Jester" fur clip, 1940.
Courtesy of Cathy Gordon

BOUCHER "Punchinello"
sold in 1940 for about $10.00
Vogue February 1, 1940

BOUCHER "Punchinello" fur clip.
Courtesy of Cathy Gordon





BOUCHER "Vendomo"
338 5th Ave, NYC
Courtesy of Evelyn Yallen
BOUCHER 3" by 2" brooch circa 1940.
Courtesy of Evelyn Yallen
MAZER 1941
Courtesy of Sherry Jones
MAZER "Le Printemps"






MAZER "Jewels of Elegance"
1946

MAZER "Jewels of Elegance" set shown in two color
combinations.
Courtesy of Cathy Gordon

MAZER "Jewels of Elegance"
sterling vermeil 1-3/4" pins (2) and 5/8" earrings with topaz colored
rhinestones. See the 1946 ad showing this in a different color way
HERE.
View #M25099

MAZER

"The Precious Look in Fashion Jewelry"




BOUCHER "Coquille D’Or"
date unknown
347 5th Ave., NYC
courtesy of Yvonne Miller
MAZER
1947
BOUCHER




BOUCHER advertisement showing the columbine
brooch at right, 1948.
29 West 35th, NYC

MB (Boucher) pave "Columbine" flower 3-1/2" pin set in silver tone,
circa 1948. Shown in Brunialti’s "American Costume Jewelry" on page 196.
View
View #M21885

Frances Langford
Ad for Max Factor cosmetics
Note the brooch is worn upside-down!
1946





MAZER
1948

MAZER necklace shown in the
ad at left.
View
View
View
#M19655

MAZER "Magicut"
1948 Vogue Magazine

BOUCHER "Opening Night"
Vogue Magazine 1950
patents #161,309 and 161,289 in 1950
147 5th Ave., NYC
by M. Boucher and R. Semensohn





MAZER
Vogue Magazine 1949

MAZER Bros. blue and
clear rhinestone necklace, 15" with 2-1/8" front drop.
View
View #M23528

MAZER

BOUCHER
March 1950







BOUCHER 1950 BOUCHER 1950 peacock tail wrap necklace.
Rhinestone feather choker priced in 1950 at $45.00
The magazine photo is of Anne Jeffreys 1951 wearing a Boucher wrap
peacock tail necklace in clear rhinestones.
MAZER "Blue Cotillions"
1951
courtesy of Sherry Jones
MAZER Terrazzo




BOUCHER "Prelude" 1956
"Flashing excitement…"

BOUCHER
blue baguettes and clear rhinestones 15-17" necklace shown in ad at left.
View #M23040

BOUCHER "Bangkok"
1956

MAZER "Maharanne"
Vogue Magazine 1959



Shown is a partial image of the 1961 ad. The entire ad features
jewelry by Boucher, Panetta, Richelieu and Lilly Dache.
Courtesy of Dan Day of "Queen’s Jewels"

MAZER
Buddha brooch, jade-colored glass with clear rhinestones set in a brushed
gold-tone, 1-3/4" by 7/8", circa 1961.
View
Courtesy of Dan Day of "Queen’s Jewels"