Monet (the brand name is pronounced Monet – with the accent on the last syllable) is one of the most famous brands of American jewelry. For many years Monet has been associated with quality and style. For nearly 80 years, Monet has been making elegant, stylish products that are recognized all over the world.
The history of the Monet brand
In 1927, brothers Michael and Jay Chernow began producing gold-plated monograms for car owners in a small factory in Rhode Island, USA. The company was called Monocraft. Minograms had an unusual design and quickly became popular.
In 1929, the demand for cars fell, as did the purchasing power of people, which fell sharply due to the Great Depression. Michael and Jay were able to adapt to the circumstances and reorient the brand. The company now created handbag monograms that allowed for customization of this essential accessory in the department store upon purchase. This flexibility has helped the company stay afloat and the products have enjoyed incredible success for their quality and superior design.
In 1937, the Monet company began to produce jewelry – brooches, necklaces, rings, bracelets and clips, which captivated many. The brothers relied on quality and affordability, and they did not lose. The result is one of the most beautiful pieces, unmatched in quality.
Possessing excellent taste, the brothers created jewelry of jewelry alloys of excellent quality and design, which were very popular among girls. Even then they patented for revolutionary inventions: clips, to which we are so accustomed, new types of locks for traditional earrings, as well as a barrel lock for a necklace. These inventions radically distinguished Monet from all other jewelry manufacturers of the time.
From the very beginning, the Monet company produced jewelry mainly from precious metals.
Many manufacturers began to copy the design of Monet jewelry, reproducing it in inexpensive materials, thereby not only creating competition for the brand, but also the demand for a unique brand design in a cheaper version of other companies. Since 1955, the Monet company has become the first in the history of costume jewelry to mark its products.
Suzy Parker, Monet Jewelry Ad, Vogue, April 15, 1957 | Monet jewelry, Jewelry ads, Suzy parker
In 1968, a contract was signed with General Mills, the largest food corporation. The “golden time” has come for the company: amazing products and new collections were created, in which crystals of the highest quality began to be used more and more often. The release of inexpensive and affordable jewelry began, which everyone could call themselves. It was under the leadership of General Mills that in 1980 the Monet brand began a fruitful partnership with Yves Saint Laurent, acquiring a Laurent license. This contributed to the company’s entry into the international level.
In the 1970s, the brand was so popular that Monet products were ordered in advance by US department stores (several years in advance)!
From a small family business, the brand has grown into a large international company. To expand its markets, Monet merged with Trifari and Marvella into a single group, and then transformed into the Monet Group.
However, already in 1984 the owners of the company changed. By 2000, the brand was acquired by one of the largest American corporations, Liz Claiborne, Inc. The Monet brand continued to produce jewelry, the style and quality of which remained unchanged. In 2009, due to the financial crisis, the Liz Claiborne Corporation began to close its representative offices all over the world.
In August 2012, the rights to the Monet brand were sold to the JC Penney department store chain. The new owners of the brand were not engaged in wholesale sales, they only sold jewelry in their department stores.
The design of the original jewelry of the Monet brand of the 30s and 40s is ready for the XX century, it is characterized by laconicism and style, clear lines and straight edges. Today the Monet brand is appreciated by both lovers and collectors of costume jewelry.
Classic Monet Jewelry Design
Marking is a guarantee of the originality of Monet products.
- Monocraft first used – 1928
- Monet since 1937
- Monet copyrighted since 1955
Since 1989-1994 the company was owned by Crystal Brands Sewelry Group
1994-2000 – Chase Capital Partners, Lattice Holding, and since 2000 – Liz Claiborne Inc.