The provided sources, primarily a catalog of vintage jewelry items from Amazing Vintage Jewelry, detail a wide array of birthstone pendants and rings offered by Avon. While a comprehensive gemological treatise is not possible given the limited scope of these sources, a detailed overview of the birthstones featured in Avon’s collections, their presentation in jewelry, and the historical context of birthstone jewelry can be constructed. The catalog focuses heavily on pendants and rings, with a strong emphasis on the marketing of birthstones as personalized gifts. The information suggests a popularization of birthstone jewelry throughout the mid-to-late 20th century, particularly through direct-sale companies like Avon.
History and Lore
The sources do not provide a detailed history of birthstone lore. However, the very existence of a dedicated “Birthstone” section within the Avon catalog indicates an established cultural practice of associating specific gemstones with months of the year. The catalog’s emphasis on gifting these items suggests a connection to the tradition of giving birthstone jewelry to mark birthdays or other significant life events. The catalog lists pendants and rings for January (Garnet), February (Amethyst), March (Aquamarine), April (White Sapphire), May (Emerald), June (Alexandrite), July (Ruby), August (Peridot), September (Sapphire), October (Rose Zircon and Topaz), November (Golden Topaz), and December (Blue Zircon).
The catalog’s presentation of birthstones as readily available, affordable jewelry pieces suggests a democratization of access to these traditionally valued gems. Historically, birthstones were often reserved for royalty and the wealthy, but Avon’s business model made them accessible to a broader consumer base.
Gemological Properties (as presented in the catalog)
The sources offer limited gemological information. The catalog primarily names the gemstones, rather than detailing their properties. However, we can infer some characteristics based on the stones listed and their context.
- Garnet (January): Listed as a birthstone pendant.
- Amethyst (February): Featured in “Love Story” earrings and necklaces.
- Aquamarine (March): Offered as a pendant, both individually and as part of the “Love Story” collection.
- White Sapphire (April): Included in the “Love Story” line of earrings and rings.
- Emerald (May): Mentioned as a birthstone.
- Alexandrite (June): Listed as a birthstone ring.
- Ruby (July): Offered as a birthstone ring and pendant.
- Peridot (August): Featured in the “Love Story” collection and as a birthstone bracelet.
- Sapphire (September): Listed as a birthstone ring.
- Topaz (October): Available in Golden Topaz (November) and Rose Zircon (October) varieties.
- Blue Zircon (December): Offered as a birthstone ring.
It is important to note that the catalog does not specify the quality, cut, clarity, or carat weight of these gemstones. The focus is on the symbolic value of the birthstone rather than its gemological characteristics. The use of “Zircon” in October and December is also noteworthy, as it suggests the use of a less expensive gemstone to represent the birthstone for those months.
Avon’s Birthstone Jewelry Collections
The catalog highlights several distinct collections featuring birthstones. The “Birthstone” section itself offers a range of pendants and rings, each labeled with the corresponding month. The “Love Story” collection is particularly prominent, offering earrings, necklaces, and rings for each birthstone. This collection appears to be marketed towards romantic gifting, emphasizing the personal connection between the giver and the recipient.
Other collections, such as “Emmons” and “Sarah Coventry,” also incorporate birthstone elements, often within broader design themes. The catalog also features “Hostess Sets” which include pins and earrings, sometimes incorporating birthstones. The variety of designs suggests Avon catered to a wide range of tastes and budgets.
Materials and Construction
The catalog does not provide detailed information about the materials used in the construction of the jewelry. However, it frequently mentions “goldtone” and “silvertone” finishes, indicating the use of base metals plated with gold or silver. Rhinestones are also prominently featured, suggesting a significant use of simulated gemstones. The catalog also mentions “Tortoise Fashions” items, indicating the use of tortoiseshell-like materials, though the specific composition is not detailed. The emphasis on affordability suggests that the jewelry was primarily constructed from less expensive materials, making it accessible to a wider market.
Marketing and Presentation
The Avon catalog is a marketing tool, and the presentation of birthstone jewelry reflects this. The items are often photographed on models, emphasizing their aesthetic appeal. The use of evocative names like “Eternal Spring” and “Night and Day” adds to the romantic and aspirational quality of the jewelry. The catalog also includes price lists and ordering information, making it easy for customers to purchase the items. The inclusion of a “Price Guide” from 1964 suggests a long history of offering birthstone jewelry.
A Table of Featured Birthstones
| Month | Birthstone(s) Listed | Collection Examples |
|---|---|---|
| January | Garnet | Pendant, Love Story Earrings/Necklace |
| February | Amethyst | Love Story Earrings/Necklace |
| March | Aquamarine | Pendant, Love Story Earrings/Necklace |
| April | White Sapphire | Love Story Earrings/Ring |
| May | Emerald | Birthstone Listing |
| June | Alexandrite | Ring |
| July | Ruby | Ring, Pendant |
| August | Peridot | Love Story Earrings/Necklace, Bracelet |
| September | Sapphire | Ring |
| October | Rose Zircon | Necklace |
| November | Golden Topaz | Ring |
| December | Blue Zircon | Ring |
Conclusion
The Avon catalog provides a fascinating glimpse into the popularization of birthstone jewelry during the mid-to-late 20th century. While the catalog does not offer detailed gemological information, it demonstrates how birthstones were marketed as affordable, personalized gifts. The emphasis on design variety, accessible materials, and romantic presentation suggests that Avon played a significant role in making birthstone jewelry a mainstream fashion trend. The catalog serves as a valuable historical document, illustrating the changing landscape of jewelry consumption and the enduring appeal of birthstone symbolism. The limited scope of the provided sources prevents a comprehensive analysis, but it clearly demonstrates Avon’s significant contribution to the birthstone jewelry market.