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History of Continental Jewellery Inc., Montreal, Canada
1943 – 1997
The following is an excerpt from a press release provided
directly by Continental Jewellery Inc., dated May 6, 1986, which wonderfully details the
history of the company.
Many thanks to Laura Collins, fellow jewellery researcher,
collector and friend, who has generously shared this information with us that so
that other collectors may learn and benefit.
"Like many of today’s
thriving Montreal companies, Continental Jewellery had modest
beginnings.
In 1943, Sam Baker and
Sol Mayoff decided to become partners and believing in their lucky star
launched the business with only $5,000 in capital. They set up shop in a 500 square-foot store
front in a Vieux Montreal building.
There, with four employees. They sold costume jewellery, various
accessories and religious articles.
Import quotas
established by the government in 1947 were a great boon to their business. Already well known as Continental Jewellery,
the small firm began to manufacture rhinestone articles which were all the rage
at the time. The ever growing demand
forced them to move into a larger space on Bleury Street. The
company then had four Canadian representatives and imported material from the United States.
In 1951, Continental
Jewellery became the largest, manufacturer of mid priced rhinestone jewellery
in the country. Due to the whims of
fashion, the  market for rhinestones was gradually declining. To protect its market share, the firm hired a
European designer to create a major line of fashion jewellery, making
Continental one of the most important fashion sources for the Canadian market.
The company moved to
its present location at 55 du Mont-Royal Avenue West in 1963.
Six years later,
partners Baker and Mayoff diversified the manufacturing end of the business and
developed their own gold line. This did
so well that today they make 95% of their own gold jewellery, importing only
5%.
Continental’s clients
included large chains like The Bay, Eaton, Simpson, Birks, People’s as well as
a majority of independent jewellers and it now employs a staff of 360. The firm does an annual retail business of
$80 million."
Continental jewellery continued to expand the company up
until 1997 when the company was sold to an interest in the far east. It is difficult to have a discussion regarding Continental
jewellery without mentioning Sherman
jewellery. Continental’s line of
rhinestone jewellery was said to be the main competition for Sherman
which was also being produced in Montreal
at the time. Continental’s high end rhinestone jewellery was very similar to Sherman
designs but usually had less stones.
These pieces were offered as a lower priced alternative.
Many collectors of Sherman jewellery have been pleasantly surprised at the quality and
beauty of Continental's vintage rhinestone jewellery lines.
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