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Avon of Belleville & Marcel Boucher
Avon of Belleville, not to be confused with Avon Cosmetics Corp., was formed by Abe Mazer (Mazer/Jomaz) in 1945, producing fine quality jewelry out of their plant in Belleville Ontario. Much of Avon of Belleville jewelry is designed by Marcel Boucher, and although bearing the Avon of Belleville mark, also is imprinted with Boucher's signature 4-digit design numbers.

Avon of Belleville ceased to exist in 1971 which coincides with the time that Avon cosmetics began producing costume jewelry.

The first sign is the superior quality of the jewels.  Avon of Belleville jewelry has heft and uses the finest quality rhinestones. There are also the magnificent designs of Marcel Boucher that instantly sets this jewelry apart from the lower quality Avon Cosmetics jewels.

The jewelry was marked "Avon" in script and also in upper case block letters, along with Marcel Boucher's 4 digit design inventory numbers.  Examples of the signature are included below.

It's important to note that the block letter version of Mazer/Avon's mark used an upper case "N" and Avon/cosmetics used a lower case "n". See example of Avon/cosmetics mark  - last image.

D'Orlan is another Canadian company that continues to produce Marcel Boucher designs in Canada.  Below is a quote from Sandra Boucher, the wife and collaborator of Marcel Boucher as it appeared in VFCJ magazine, 2000:
"He (Boucher) expanded abroad and was paid a royalty from his sales arrangement in Belleville, Canada, and started a similar arrangement in 1953-1954 Paris. France was a difficult market and the effort petered out. The Canadian market was more receptive, although it was more conservative than America. The Canadians would come to NY to choose the designs they wanted for their market, and the molds were made in NY and then sent to Canada for production".

Luda Tovey
Muse Jewels
Date(s): October 7, 2003. Album by Luda Tovey. 1 - 29 of 29 Total. 6051 Visits.
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Sea anemone Avon of Belleville pin with Boucher design number 8338.

This brooch has substance and superb workmanship which is very different from the lower quality Avon/perfume jewelry. Blue aurora rhinestones are set into the end of each anenome frond with a larger, prong set stone in the center.  Beautiful metalwork.

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Design number 8338.  Note the upper case "N" which is different than the lowercase "n" of Avon/cosmetics pictured below.

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Large Avon (of Belleville) gilded bow brooch with pave set rhinestone edging finished in rhodium.

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Boucher design number 8597.  The Avon mark here is cursive, with the "A" in a distinctive font.

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Spectacular plume with black ice rhinestone baguettes running through the center and same rhinestones in chaton cut running throught the folded back.

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Marked "Avon" in cursive font with design inventory number 3488.

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AVON (of Belleville) pansy demi parure that's set with the tiniest blue aurora rhinestones.

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Brooch is marked with only the design inventory number 2017.  Earrings are marked 2015 with AVON in upper case.

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Signed BOUCHER pansy for comparison...

Boucher produced a number pansy pins under his own mark.  The design inventory mark on this piece is 6202.

Courtesy of Judi Bollan
Remnants from the Past

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Baguette drop earrings, rhodium plate.

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One of the earrings is marked with design inventory #969 and AVON in a cursive font.

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Very similar #6249 Boucher signed necklace for comparison...

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Brilliant pave set leaf with baguette center. Rhinestones are of the finest quality and the rhodium pin is beautifully finished.

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Marked "Avon" in cursive font with design inventory #8677.

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Avon (of Belleville) rhinestone plume.

Courtesy of Linn Alber
Linn's Collection at Rainbows' End

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Avon mark in script font

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Avon (cosmetics company) mark with lower case "n" in the mark.

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  Sign the Guestbook. Displaying 3 of 3 entries.
Abe Mazer was my uncle, married to my mother's sister. I have a very large collection of Uncle Abe's jewelry both from AVON and before he started the company. I am so pleased to hear such appreciation for his work. In 1928 he showed onyx and ivory pieces at the Paris Exposition of Decorative Arts. I have the pieces displayed at the exposition. Thank you so much for your recognition of his work.
basha krasnoff, Sun, 29 Sep 2013 7:12PM

The subject of Avon of Belleville was new to me. These are lovely examples, particularly the plume. My costume jewelry education continues! Thank you.
marly harris, Sun, 24 Feb 2013 9:24AM
Thank you.The information about the numbering system was very helpful.
Carol, Thu, 16 Dec 2010 7:21PM
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