Opulent Style - DeJa, ReJa


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Solomon Finkelstein, founder of Reja, started his first retail jewelry company in NYC in 1939, called Deja Costume Jewelry, Inc. Du Jay, Inc. took Deja to court over tradename similarity and won in October, 1940 (Deja banned from using the name after April 1, 1941Deja jewelry is characterized by enamel figurals, usually over potmetal. Marks used by Deja include Deja, Deja Original & Deja Reg. And Jewelry with these marks dates from 1939 to March of 1941).
As of January 1941, the company name change to Reja. Reja operated from 1941 through December 1953. Reja jewelry is extremely high quality, and the company released a number of collections, among which are the Africana series and the Gardenesque series. Both included wonderful figurals of enamel on sterling, offset by colorful rhinestones, moonstones and pave clears. There was an entire series of enamel fruits, nuts and vegetables, some on pot metal and others on sterling.
Reja had a number of pieces with pale blue or rose pink moonstone cabs. Marks used by Reja include Reja Reg., Reja, and finally Reja Inc. Some pieces are also marked Sterling.

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Enamel Daffodil Flower Fur Clip by De’Ja