1970s Trifari Scarab Pendant With Gold-Toned Chain

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This is part of Chairish’s Costume Jewelry assortment.

This is the rare Trifari pendant you have been waiting for! A … Read more This is part of Chairish’s Costume Jewelry assortment.

This is the rare Trifari pendant you have been waiting for! A dynamic, enameled scarab pendant in orange & blue tones, ca. 1970s, possibly designed by Kunio Matsumoto, accompanied with a heavy gold-toned rope 16" chain. This pendant came from the estate of a former Trifari sales rep.

The three kings of Trifari were Gustavo (Gus) Trifari, Sr., Leo F. Krussman, and Carl M. Fishel. In New York City in 1918, Gustavo Trifari, Sr. was designing and manufacturing elaborate, rhinestone encrusted hair ornaments when he met salesman Leo F. Krussman who worked for a hair ornament house. Times were changing; women were cutting their hair, making elaborate hair ornaments obsolete. The two men instead saw a future in costume jewelry and formed a partnership. Mr. Trifari designed and manufactured pins, while Mr. Krussman sold them. The business was a success and in 1925, Carl M. Fishel, a former company president of a large hair ornament business, joined Trifari and Krussman in the venture. The three men’s strengths built a very successful company: Mr. Trifari ran the factory, Mr. Krussman was in charge of finance, and Mr. Fishel led the sales force. Although the company was commonly known as Trifari, its actual name was Trifari, Krussman and Fishel, Inc. According to former Trifari saleswoman Wendi Mancini, the Trifari family name was originally pronounced ‘Treh-fairy’. When Hallmark Cards purchased the company in the late 1970s, they changed the pronunciation to ‘Treh-fahry’, as they felt it was easier to say. In 1930, fine jewelry designer Alfred Philippe joined Trifari. In 1946, Trifari jewelry sold for $10 and up, making it a high-end costume jewelry purchase. In 1952 and 1956, Alfred Phillipe designed costume jewelry for First Lady Mamie Eisenhower to wear at the inaugural balls. Advertising was an essential part of the Trifari program. In 1938, Trifari commenced national advertising. Department store clients received two percent of the previous year’s billing for co-op advertising. According to Irving Wolf, former president of Trifari, “It helped to build Trifari to what it was. Stores were impressed with the caliber of the advertising”. According to Wolf, advertising throughout the year enabled the business to thrive all twelve months of the year, as opposed to typically doing three-quarters of the year’s business in the last three months of the year. In 1939, due to problems with labor unions, Trifari moved all its manufacturing from New York to Providence, Rhode, Island. Management, design, and sales offices remained in New York City. Gustavo Trifari, Sr., died in 1952. Krussman and Fishel retired in 1964 and the sons of the original owners, Gustavo Trifari Jr., Louis F. Krussman, and Carlton M. Fishel, assumed their father’s positions and responsibilities. In 1975, Trifari was sold to
Hallmark Cards; then in 1988, Hallmark Cards sold Trifari to Crystal Brands.166 Crystal Brands renamed themselves the Monet Group. In 2000, the Monet Group, including the Trifari brand, became part of Liz Claiborne, Inc. Source: Mid-Century Plastic Jewelry, Schiffer Books, 2005. See less