Joseff of Hollywood: Jeweller to the Stars

In the late 1920s, Eugene Joseff, leaving behind his Midwest roots and a career in advertising, ventured to Los Angeles, attracted by the burgeoning motion-picture industry. His early friendship with the renowned costume designer Walter Plunkett sparked the inception of what would become a legendary career in creating bespoke jewelry for Hollywood’s elite. Joseff’s foundational experience in a foundry and his innovative spirit led him to experiment with jewelry making in his Sunset Boulevard garage. His revolutionary matte metal finish minimized the camera glare from studio lighting, a game-changer for film production.

Creating Joseff of Hollywood

Joseff quickly became Hollywood’s premier costume jeweler, his creations adorning stars in iconic films such as Marlene Dietrich in Shanghai Express, Greta Garbo in Camille, and Vivien Leigh in Gone with the Wind. His meticulous research and extensive reference library became invaluable resources for costume designers, allowing Joseff of Hollywood to craft historically accurate and visually stunning pieces for the silver screen.

Joseff: The Retail Line

Recognizing the desire for his creations beyond the movie set, Joseff expanded into retail, selling his exquisite designs in high-end department stores. This move not only democratized Hollywood glamour but also showcased his belief, akin to Coco Chanel’s, that costume jewelry was about enhancing beauty rather than flaunting wealth. His marriage to Joan Castle, who later became a pivotal figure in the company, marked the beginning of a powerful partnership.

Aerospace: From Jewelry to Jets

The advent of World War II saw Joseff’s foray into the aerospace industry, manufacturing parts for military aircraft. This diversification highlighted Joseff’s adaptability and innovation, seamlessly transitioning from the world of glitz and glamour to the precision of aerospace engineering.

Tragedy & The Rise of Joan Castle

The untimely death of Eugene Joseff in a plane crash in 1948 left the company in the hands of Joan Castle Joseff. Against the odds, she not only sustained but also expanded the business, venturing further into television and maintaining the aerospace division. Joan’s leadership during a time when few women held such roles is a testament to her resilience and business acumen.

An Upcoming Generation

The legacy of Joseff of Hollywood continued through Joan’s family, with Tina Joseff taking the helm in the later years. Under her leadership, the company embraced the digital age, launching an online store and establishing a social media presence, thus ensuring that the Joseff legacy lives on in the 21st century.

The Legacy Continues

Today, Joseff of Hollywood’s creations remain a symbol of Hollywood’s golden era, with thousands of original pieces preserved by the Joseff family. Exhibitions featuring these timeless pieces allow us to appreciate the craftsmanship and artistry that defined Joseff of Hollywood as the jeweler to the stars.

Sources

Art exhibits enhance airport experience. (2015, Feb 27). PR Newswire 

Bauble spread; judith miller explains what sets costume jewellery apart. (2010, Nov 13). National Post

Byars, M., & Riley, T. (2004). The design encyclopedia. Laurence King Publishing. https://amzn.to/3ElmSlL

Cook, G. (1992). All That Glitters Give yourself plenty of time to browse at Collector’s Eye, which is a gold mine of vintage costume jewelry: Valley Edition. The Los Angeles Times.

MaxAI.me. (n.d.). Joseff of Hollywood. Retrieved from https://www.joseff-hollywood.com/#our-story-1

SFO Museum. (n.d.). Joseff of Hollywood: Jeweler to the Stars. https://www.sfomuseum.org/exhibitions/joseff-hollywood-jeweler-stars

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