The Avon Jewelry Story: How a Catalog Brand Became a Vintage Icon - Episode #173

[00:00:00] Welcome to the Jewelry Resellers Podcast, your go-to source for all things shiny, sparkly, and of course, profitable. I'm your host, Desiree, and I'll be your guide on this dazzling journey through the world of reselling jewelry. We'll be diving deep into the art and science of reselling, uncovering valuable tips, insider secrets, and sharing stories from successful jewelry resellers. We'll explore market trends, industry news, and even discuss how to sell jewelry.

[00:00:30] How to Find Those Hidden Gems Just Waiting to be Discovered in Thrift Stores, Estate Sales, and Beyond. So, if you're dreaming of turning your hobby into a hustle, or if you're a seasoned pro looking to stay at the top of your jewelry reselling game, join me each week for insights, stories, and more on the Jewelry Resellers Podcast.

[00:00:53] One of the most popular names in vintage jewelry resale is Avon. People love it, collect it, still wear it, and decades after many of these pieces were first sold, Avon remains one of the most sought-after names in vintage costume jewelry. But Avon jewelry is more than just a nostalgic jewelry brand. For decades, Avon produced everything from

[00:01:21] simple everyday pieces to elaborate statement jewelry, novelty designs, holiday collections, and coordinated sets. And because so much of it was sold through Avon's enormous direct sales network, these pieces became part of everyday life for millions of women.

[00:01:42] Today, that history has created a huge secondary market and devoted collector base. Some pieces are extremely common. Others are tied to specific designers, collections, and eras that make them much more desirable today.

[00:02:02] So exactly how did a company best known for perfume, cosmetics, and the Avon lady become such a recognizable name in costume jewelry? And what should collectors and resellers know about Avon jewelry and accessories right now? So that's what we're talking about today, jewelry friends. Hello, my name is Desiree, and I am your jewelry reselling bestie.

[00:02:31] And if you're interested in getting a free copy of my helpful download titled The 20 Best-Selling Vintage Jewelry Brands All Resellers Should Know, head on over to JewelryResellersPodcast.com and join our newsletter. So the story begins long before Avon Jewelry's website.

[00:03:17] More interested in the books. That realization led McConnell into the fragrance business, but it also helped create what would become one of the most recognizable direct sales systems in American history. From the beginning, women played a central role in selling the company's products.

[00:03:39] One of its earliest representatives was Mrs. Pfe Albee, whom Avon recognizes as its very first saleswoman. Instead of relying only on traditional retail stores, the company built a network of women selling directly to other women in their own neighborhoods. And what's interesting is that the Avon name actually came much later.

[00:04:08] By the 1920s, the California perfume company had grown well beyond its original fragrance business. And the name Avon began appearing on company products during that decade. It was inspired by McConnell's admiration for William Shakespeare and Stratford-upon-Avon in England.

[00:04:29] McConnell believed the countryside surrounding the company's laboratory in Suffern, New York reminded him of Shakespeare's home. Now, the Avon line became so successful that the name eventually overtook the original company identity.

[00:04:48] In 1939, more than 50 years after the business was founded, the California perfume company officially changed its name to Avon Products. And by that time, the company had already developed the personal selling model that would later help make Avon jewelry so widely distributed. For generations, the Avon representative was part salesperson and part neighborhood fixture.

[00:05:16] She might have been a friend, a neighbor, someone from church, another mother at school, or simply the woman who regularly stopped by with the newest catalog. Customers flipped through brochures, sampled fragrances, looked at lipstick colors, and placed orders. And eventually, jewelry became part of that experience.

[00:05:40] So exactly when Avon jewelry began depends on what is actually considered the beginning. Avon's corporate history generally places its move into jewelry in the early 1970s. But costume jewelry researchers have documented jewelry being offered as customer gifts as early as 1963.

[00:06:07] Between roughly 1965 and 1969, a small number of jewelry pieces were available for purchase, although some were connected to purchases of other Avon products. By 1970, the category was becoming much more established. Researchers have identified a March 1970 advertisement for a set called Precious Pretenders,

[00:06:36] as the first known Avon Signed Jewelry Set. By the early 1970s, jewelry was no longer simply an occasional promotional item. It had become a regular part of the Avon catalog. And Avon already had the perfect system for selling it. The company didn't have to fight for shelf space in department stores or compete with traditional jewelry counters.

[00:07:05] Avon already had representatives bringing catalogs and samples directly into customers' homes. A necklace could be ordered at the same time as a bottle of perfume. Earrings could be added to the same order as lipstick or bath products. But unlike cosmetics, jewelry wasn't something that was used and later replaced.

[00:07:31] The pieces were worn, gifted, stored away, passed down, and often kept for decades. And that longevity is one of the reasons so much vintage Avon jewelry is still circulating today. The Avon company produced enormous amounts of jewelry.

[00:07:54] Necklaces, bracelets, rings, earrings, brooches, pendants, holiday pieces, novelty jewelry, and coordinated sets. Some designs were traditional and understated, while others were unmistakably connected to the decade in which they were made. There were all kinds of interesting delicate pieces and chunky gold-toned jewelry.

[00:08:21] Rhinestones, faux pearls, animal brooches, hearts, flowers, Christmas pins, and just about every style imaginable. And because Avon produced so much jewelry, the name eventually became associated with inexpensive catalog jewelry. But that reputation only tells part of the story.

[00:08:45] Avon also developed relationships with some very established names in costume jewelry and fashion. And those collaborations are one of the reasons why Avon pieces stand apart from the rest. Let's start with one of the best-known examples, and that is Kenneth J. Lane. Lane was one of the most famous costume jewelry designers of the 20th century.

[00:09:15] His jewelry was worn by Jacqueline Kennedy Onassis, Elizabeth Taylor, Audrey Hepburn, and the Duchess of Windsor. He became known for glamorous imitation jewelry that was deliberately theatrical, dramatic, dramatic, and luxurious in appearance without relying on diamonds or precious gemstones.

[00:09:40] Lane famously embraced the idea of quote-unquote fabulous fakes, and that philosophy made him a natural fit for the Avon brand. Avon began selling jewelry marked KJL for Avon in the mid-1980s. And this marking matters because a piece marked only Avon and a piece marked KJL for Avon

[00:10:08] may have completely different collector interests and value. Now, the Kenneth J. Lane relationship also reflects something Avon was especially good at during this period, making designer-inspired glamour available to a much larger audience. Kenneth J. Lane had built his career around dramatic, fashionable costume jewelry.

[00:10:36] Avon had built its business around accessible and affordable products sold directly to everyday consumers. Another major Avon collaboration came from Jose and Maria Barrera. The husband and wife design team established their jewelry business in New York in the early 1980s,

[00:11:01] and Barrera jewelry was sold through upscale retailers, including Neiman Marcus. Their designs were often bold, highly detailed, and unmistakably connected to the dramatic jewelry styles of the 80s and 90s. Avon sold Barrera design jewelry from 1989 through 1996, and those pieces are typically marked Barrera for Avon.

[00:11:31] Now, for resellers and collectors, that is a very important distinction. Finding the Avon name should never be the end of the identification process. Any additional wording, initials, or designer names can change how the piece should be researched. Another collaboration was with designer Celia Sabiri.

[00:12:01] Sabiri was already an established American jewelry designer before working with Avon. Her collaboration with the company began in 1987, bringing her distinctive design background into Avon's growing lineup of designer jewelry. Outside of Avon, Sabiri was known for modernist jewelry and design work, and her Avon pieces reflected a more deliberate designer aesthetic

[00:12:29] compared to many of the company's basic catalog jewelry offerings. And moving on to another significant collaboration was with photographer and jewelry designer, Corrine Simpson. Simpson created the Black Cameo Collection, which challenged one of the oldest conventions in cameo jewelry.

[00:12:53] Traditional cameos had overwhelmingly depicted white classical female profiles. Simpson created cameos that represented black women. Her black cameo jewelry became well known during the 1980s and the 1990s and was worn by many celebrities, including Oprah Winfrey. In the early 1990s, Simpson entered into a licensing relationship with Avon

[00:13:22] that became the Corrine Simpson Regal Beauty Collection. This collaboration allowed her designs to reach Avon's enormous customer base, and its significance went beyond jewelry design. For customers who rarely saw black women represented in traditional cameo jewelry, these pieces offered something very different from what had historically been available.

[00:13:51] Today, Corrine Simpson for Avon Jewelry occupies its own place within Avon Collecting, and those pieces deserve much more attention than an ordinary mass-market Avon jewelry piece. Another interesting collaboration was Avon also working with the Smithsonian Institution.

[00:14:14] Smithsonian records show that in 1995 its product development and licensing division signed an agreement with Avon Products to create jewelry based on objects in Smithsonian collections. That partnership added another layer to Avon's jewelry history. The company was not simply producing inexpensive accessories.

[00:14:41] At different points, it was working with established designers, licensing museum collections, and using historic or artistic references as inspiration for jewelry sold to a mass audience. And even Trafari became part of the Avon story. Costume Jewelry Research credits Trafari with designing and manufacturing Avon's Centennial Jewelry in 1986.

[00:15:11] And that was the year Avon celebrated its 100th anniversary. That collection is especially interesting because Trafari is one of the major names in American costume jewelry in its own right. The relationship between Avon and traditional costume jewelry manufacturers was far more interconnected than the average Avon catalog might suggest.

[00:15:41] And finally comes one of the most recognizable Avon collaborations of all, Elizabeth Taylor. In 1993, Elizabeth Taylor partnered with Avon for the Elizabeth Taylor Fashion Jewelry Collection. And this was not simply a celebrity licensing deal in which a famous name was placed on an already existing product.

[00:16:08] Taylor was actively involved in the design and marketing of the jewelry and paid close attention to the details, including quality, color, design, weight, and the overall feel. And that involvement made sense because Elizabeth Taylor was already famous for owning one of the most extraordinary, private, fine jewelry collections in the world.

[00:16:35] The Avon collection gave consumers access to a very different version of that glamour. Some of Elizabeth Taylor for Avon designs were inspired by Taylor's films, including Cleopatra, Elephant Walk, and The Taming of the Shrew. Other pieces reflected her interest in Indian and Persian jewelry, while some were inspired from her personal collection.

[00:17:03] Her jewelry was not necessarily cheap by Avon standards with prices ranging from approximately $50 to $250, and that put many of them well above Avon's ordinary fashion jewelry price point. Because the goal was still costume jewelry, but it was intended to feel substantial, dramatic, and luxurious.

[00:17:29] Today, Elizabeth Taylor for Avon has its own collector base, and the pieces are often immediately recognizable because of their size, color, and dramatic design. But that does not mean every Elizabeth Taylor for Avon piece is automatically valuable. The individual design, condition, rarity, and current buyer demand still matter. And that same rule applies to vintage Avon jewelry as a whole.

[00:17:58] The Avon name alone does not make a piece valuable, but it also does not make it entirely worthless because there is simply too much variation within the brand. Avon produced ordinary catalog jewelry, designer collaborations, anniversary collections, holiday pieces, limited edition collections, and countless designs that have developed different levels of demand over time.

[00:18:28] For resellers, the thing to examine is the mark or the signature. Avon may appear by itself, but many pieces include additional information. Marks such as KJL for Avon, Barrera for Avon, Corrine Simpson, or Elizabeth Taylor deserve further research because they identify a documented designer or collaboration. But initials can also be misleading.

[00:18:58] Costume Jewelry Collectors International reports that Avon confirmed several sets of initials found on its jewelry were actually internal manufacturer or vendor codes rather than designer names or designer signatures. Those initials include SH, MR, SP, LYK, BW, and WN.

[00:19:28] So initials next to the Avon name should not automatically be treated as if it were a designer's signature or stamp. Now the next step is identifying the actual piece whenever possible. Avon frequently sold jewelry as part of named collections and coordinated sets. Knowing the name of a collection can make it much easier to identify the correct era,

[00:19:55] locate catalog references, and compare actual sold prices. And of course, condition also matters. The better the condition, the higher the resale value. Adding in that complete sets can also be more desirable than individual pieces, especially when the original box or packaging is included.

[00:20:20] Original Avon boxes and cards can help confirm a collection name, show that pieces originally belong together, and sometimes increase collector interest. They can also provide useful clues when identifying an unfamiliar design. And of course, another important rule for collectors and resellers is to research sold listings on sites like eBay to determine market demand,

[00:20:49] perceived value, and current selling prices. So the next question is one that comes up constantly with Avon jewelry. Was the quality actually good? And that answer depends on the piece. Remember, vintage Avon was mass market costume jewelry. Most of it was never intended to compete with fine jewelry,

[00:21:16] and everyday gold-tone Avon jewelry was not pretending to be solid gold. But a surprising amount of older Avon jewelry has survived in very good condition, sometimes after 40 or 50 years. So let's fast forward to today. Avon jewelry never really disappeared. As of 2026, the company is still selling necklaces, earrings, bracelets, and rings,

[00:21:45] with most pieces positioned as affordable fashion jewelry rather than high-end or fine jewelry. But what is more interesting is the way Avon has started looking backward. Recent anniversary collections have drawn inspiration from older designs and heritage names, showing that the company is now treating its own jewelry history as something worth revisiting.

[00:22:13] That creates a full-circle moment for a brand whose vintage pieces have become collectible enough to influence what is actually selling today. For collectors and resellers, that makes dating Avon jewelry especially important. An Avon mark alone does not automatically mean a piece's vintage, because the company is still producing jewelry.

[00:22:39] Age has to be determined through a combination of designs, markings, construction, packaging, and whenever possible, known collection information. That is what makes Avon such a broad collecting category. Some pieces are common mass-market jewelry. Others come from specific eras and limited collections,

[00:23:05] or notable collaborations like we mentioned earlier. The name Avon can appear on a variety of pieces produced throughout the decades. And there is also an emotional side to the Avon vintage jewelry market. Avon jewelry is closely connected to nostalgia and memories. Many collectors remember their mother wearing it.

[00:23:35] Others remember a grandmother ordering from the catalog, receiving Avon at Christmas, or knowing someone who sold the products. Some collectors once sold Avon themselves, and that nostalgia has become part of the secondary market. It also remains affordable and accessible. A collector does not necessarily need thousands of dollars to build an Avon jewelry collection.

[00:24:05] Avon jewelry was never created to be rare or exclusive. It was made to be accessible, wearable, and easy to buy, whether it came through the neighborhood Avon lady, a catalog order, or a gift box passed from one person to another. That accessibility is exactly why so much of it survived, and why so many people still recognize it today.

[00:24:32] Even decades later, those same pieces have taken on a different role. They are no longer just inexpensive accessories from an old catalog. They are being collected, resold, researched, and worn again, often by people who are discovering these pieces for the first time. And that is what makes Avon unusual in the vintage jewelry market.

[00:24:59] Its importance does not come from scarcity alone. It comes from the sheer reach of the brand, the notable collaborations it created, and the memories attached to the jewelry that once felt completely ordinary. More than 50 years after Avon made jewelry a major part of its business, the pieces are still circulating, still being collected, and still finding new owners.

[00:25:28] A brand that began by putting affordable jewelry into millions of homes, ultimately created something it may never have intended to create. A lasting piece in the history of costume jewelry. So let me know your thoughts on this one, jewelry friends. Do you collect Avon jewelry? Have a favorite piece? Or remember buying it from an Avon lady years ago?

[00:25:57] And if you resell jewelry, is Avon something you still pick up whenever you find it? As always, thank you so much for watching and listening, and I'll check in with you again very soon.