In the mid-1940s, LaFrance founder Joe Teti was working as a valve designer. When he suggested to his employer that they do their own industrial castings, they disagreed, and he quit. “I guess I was pretty brash,” Joe said, “When I couldn’t convert the company, I went my own way.” At the time, a type of jewelry called marcasite was in high demand. Joe was going to school and selling it on the side.
During WW2, many American jewelry manufacturers had to re-tool their precision equipment and utilize skilled workers for war-related production. Facilities that continued creating jewelry were faced with material shortages, as base metals were restricted to war use. Sterling silver, used in marcasite jewelry, replaced these metals in jewelry making.
By 1946, costume jewelry sales were skyrocketing. The war had impacted clothing availability, and accessories became essential in adding variety to limited wardrobes. Marcasite jewelry was in high demand, but the supply was low. Joe recognized this as an opportunity and decided to manufacture his own. He had the necessary skills, knowledge, and engineering background, so he borrowed 800 dollars and set up a manufacturing facility. With a 1,200 square foot loft in South Philadelphia, and three employees, LaFrance Jewelry Company was established in June of 1946.
Marcasite jewelry refers to the distinct look of tiny pieces of faceted marcasite (white iron pyrite) set into sterling silver designs. Marcasite became an alternative option for commoners during the reign of Louis 14th of France when only the King was allowed to wear genuine diamonds. It peaked again during the Victorian Era, when Queen Victoria wore understated marcasite as a substitute for diamonds during a period of mourning. It became popular among the masses, as most people couldn’t afford diamonds. In the 1940s “Genuine French Marcasite Jewelry” pieces were advertised in the United States. The jewelry was made in France, or made in the U.S. with French marcasite stones… and that is why our company is called LaFrance.
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