The Birth of Blanche Viano and Judy Lee Jewelry
Blanche Viano, a young housewife and mother, was looking for ways to help support her household and earn some extra income. However, as a mother and housewife, working outside the home was not an easy option for her. In 1949, Blanche made a bold decision and started her own company from her home in Illinois.
This new venture quickly took off, and her husband, Aldo Viano, joined the company as the general manager. Together, they established the sales model for Judy Lee Jewelry. Based in Chicago, Illinois, they introduced a home-sales style that aligned with the popular home-party selling trends of the time, quickly gaining popularity.
The Features and Appeal of Judy Lee Jewelry
Judy Lee Jewelry became well-known for its innovative sales model. Hostesses (sales representatives) were called "Queens" and could purchase jewelry based on their sales through a points system called "Diamonds for Datings." This system functioned like a point-based reward program, offering customers attractive perks and making the jewelry more desirable.
Additionally, Judy Lee jewelry gained significant attention when it was gifted to participants in the Miss America beauty contest. The brand also served as the official jeweler for the Miss California contest, creating special crowns for the winners and jewelry ensembles for the contestants.
Advertising and Reputation
In a 1965 advertisement, it was claimed, "Judy Lee jewelry is worn by the most beautiful women in America and is highly regarded," further boosting its popularity and reputation. The brand's success continued to rise as its jewelry became associated with elegance and beauty.
The black and hot pink box captivated many American women at the time.
Features and Appeal of Judy Lee Jewelry
Judy Lee Jewelry is known for its diverse designs that cater to various tastes, including pearls, evening wear, summer jewelry, and unique brooches. One of its key attractions is its affordability and the convenience of private shopping from home, which quickly gained significant support in the Midwest market. Many fashion stylists and "Queens" (sales representatives) sold the jewelry from their homes, contributing to its widespread popularity.
Affordability and Customer Service
Additionally, Judy Lee Jewelry offered excellent customer service, including a 60-day guarantee on purchases and a free stone replacement service. For example, if a customer lost one earring, it could be replaced for half the price of the pair. Blanche Viano always kept the perspective of a housewife in mind, making sure that her attention to detail was reflected in both the quality of the jewelry and the customer satisfaction it generated.
Quality of the Jewelry and Durability
Even today, when examining Judy Lee Jewelry, many pieces still display their high quality and excellent condition. This speaks volumes about how carefully Blanche Viano managed the jewelry she sold from home, ensuring its durability and enduring beauty.
The History and Evolution of Judy Lee
Judy Lee Jewelry lasted until around 1972 before being acquired by another company, ending its jewelry sales operations. However, despite this, Judy Lee Jewelry continues to be loved by many collectors to this day.
How to Identify Judy Lee Jewelry and Its Characteristics
Judy Lee Jewelry features both pieces with and without markings. Key identifying features include the distinctive rivets used to secure the stone settings and the filigree attached to the backs of the findings. Moreover, many designs come in different color variations, and referring to the 1965 catalog can help in identifying specific pieces of jewelry.
Here is a link to the catalogue.
Most Judy Lee jewelry pieces are named, reflecting a unique personality in their design, much like Sarah Coventry. Particularly, many pieces feature Victorian-style designs that exude a classic and elegant impression.
Additionally, in the later collections of Judy Lee jewelry, designs incorporating gunmetal (a metal plated with a dark, almost black tone, as opposed to traditional gold or silver) became more common. Gunmetal, with its distinctive hue and atmosphere, is a highly popular material in vintage jewelry, adding a special charm and depth to the pieces.