In the 1930s, the selling philosophy of The Napier Co. was that jewelry needed to have a “promotion story.” According to the company, pieces needed to have meaning or a trick promotion idea to be successful. Symbolism played a big part in creating those stories designed to pique public interest. Two cited examples were four-leaf clover motifs or a more esoteric model such as white rings to suggest life preservers. Again, as stated in the book, actual examples of Napier jewelry from this period are tough to locate. We have written history, but often that history was devoid of visual examples.
The same article that discussed jewelry with a “promotion story” also featured a new cigarette case called “The Glider.” The Glider held 14 cigarettes (seven on a side) and allowed a single cigarette to be pushed out from either end. These cases came in various enamel colors or engine-turned surfaces and could be monogrammed or adorned with applied decorative plaques. The story for this case was the novelty in the delivery of the cigarettes. As was the case for decades, Napier aimed to create conversation pieces that sparked dialog. Much like wearing a piece of jewelry today, it yielded an opportunity to open conversation between complete strangers.
Did you know that Napier not only produced fashion jewelry, but had 14k jewelry in its line? This and other interesting information can be found in The Napier Book. Feel free to share your 14k Napier jewelry. #napierjewelry #jewelryhistory #14kgold #napierhistory #thenapierbook #costumejewelry #thejewelrystylist From The Napier Book https://ift.tt/3cnbS9h
Another example of Napier product placement as featured in the September 1963 issue of “Woman’s Day.” The editorial was titled, “High Fashion Knits.” Shown here is one spread from that editorial featuring Napier bangle bracelets and earring clips. From The Napier Book https://ift.tt/3cnbS9h
#napierjewelry #productplacement #1960sfashion #knitwear #napierearrings #napierbangles
In the first half of the 20th century, The Napier Co. used product placement to obtain exposure with little to no marketing expense. Napier lent jewelry or giftware product for editorials or other companies’ advertising. Here we see Napier earrings featured in a 1952 advertisement for a Lederman designed cashmere coat made with fabric loomed by Einiger. T & C November 1952.
#napierearrings #napierfashion #townandcountrymagazine #1950sfashion #1950sjewelry #thenapierbook #jewelryhistory #productplacement from The Napier Book https://ift.tt/3cnbS9h
In the 1980s, as department stores turned to jewelry manufacturers to offer more competitive pricing, a new trend emerged within the industry. Trifari, Monet, 1928, and The Napier Co. all began to use “Gift with Purchase” marketing—a program designed to reward customers for purchasing the product. Gift products ranged from vanity items, velveteen jewel boxes, jewelry rolls, stuffed animals to jewelry.
Napier began its program in 1982 and continued through the 1990s. Prior to 1983, free item promotions were in place, but The Napier Co. had not implemented the “gift with purchase” advertising phrase in its marketing. The “Gift with Purchase” marketing became standard for the top leaders in fashion jewelry.
The single feather pendant necklace from the 1982 summer collection was one of many promotional gifts.
True Facts About Napier’s Commencement Date 1875 or 1878?
Since the 1930s, The Napier Co. had maintained the company commenced in 1875. However, for over 50 years (prior to the ’30s), the company documented and advertised its commencement date as 1878.
After years of “corporate genealogical” research, documents do not support the 1875 commencement date but do support the business commencing in 1878, including the following historical entry.
“The E. A. Bliss Company,” an incorporated stock company, manufactures chains and novelties in the Union Power Building. The business was commenced by E. A. Bliss and James E. Carpenter, in September, 1878 at Attleborough Falls. The present location was occupied January 1, 1881, Incorporated July, 1882. The company employs seventy-five hands, with a payroll of forty thousand dollars.”
Hurd, D. Hamilton, 1883, History of Bristol County Massachusetts, with Biographical Sketches of many of its Pioneers and Prominent Men
It is unclear why this change was made. Until internal archives are obtained, the reasons will be only supposition. However, as a business commencing in 1875, the company could claim it was the oldest America costume jewelry manufacturer. One of its competitors, Whiting and Davis, commenced business in 1875 in a neighboring town.
The history of the company’s beginning is quite complicated. For readers of the book, The Napier Co.: Defining 20th Century American Costume Jewelry, please go to section E. A. Bliss 1875-1900, page 22.
The postcard to the right was issued in 1928. It celebrates the company’s fifty years of business. Other advertisements published prior to the 1930s can be found in the Jewelers’ Circular–both as The E. A. Bliss Co., and The Napier Co. with the final tag line reading, “Established in 1878.”
Or Untold Story About Napier’s Commencement Date
The article reveals the hidden truth about Napier’s true commencement date.
By Melinda Lewis – May 14, 2014
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