2025: AVON JUST TURNED 135 YEARS OLD

Recently, I’ve been reflecting on the previous way of shopping, long before the internet. I admit, I barely go into a store now, unless it's for groceries. And I'm not alone. Billions worldwide shop online, especially during COVID and the trend has never really decreased.

Every day, a delivery driver stops at the house across from me with a package. I am not sure what is being delivered but it reminds me of the convenience of home deliveries, long before the online shopping trend existed. This meant the milkman, printed newspaper, or even dry cleaners deliveries, came to your door. And in the centuries past, coal and wood. 

Then it got me thinking...I remember how my mother used to receive an Avon booklet filled with makeup, gifts, perfumes, and jewelry. The "Avon Lady" would collect the order form and payment, then deliver a delightful gift bag a week later. It was always exciting to try out the free samples that accompanied the order.

As I grew older and moved out of my parent’s house, I encountered Avon sales booklets in waiting rooms at medical offices, work lunchrooms, an a lady in the house across from me, put the catalogue in my mailbox. 

Avon celebrates its 135th anniversary this year (2025), marking a long history of successes, challenges, growth and then reduced sales again. 

KEY MOMENTS IN AVON'S HISTORY

You can read a detailed version of Avon’s story on their website but I summarized important timelines below. Read: The Best Beauty Story Ever Told

1886: David H. McConnell, a New York traveling door-to-door book salesperson and part owner of the Union Publishing Company, discovered that his female clients preferred perfume samples over books! He then began concocting various formulas in his small New York office and focused on selling perfumes.

1892: McConnell established the “California Perfume Company” in Manhattan,, partnering with a former, fellow salesperson who had relocated south. 

1914:  The company expanded operations to Montreal, Canada.

1928: Their name was changed to Avon, after the birthplace of McConnell's favourite playwright, William Shakespeare, born in Stratford-upon-Avon, England in 1564.

1929: Avon's bottle below, with the first logo.

1939: The company title officially became Avon Products, Inc. 

1946:  Avon is listed on the stock exchange as sales were exploding and it was time to get more investors to expand internationally, which they succeeded in doing quickly.

1948: Claudette Colbert was one of several actresses appeared Avon advertisements. I love the tag line. I think Avon lipsticks are sensational!

1948: Avon entered 10 new countries, experiencing significant growth.  

1954: Launched the famous "Ding Dong – Avon Calling!" campaign. Here is a commericial I found on youtube by ElectraChime. Incredible!

1963: Avon began offering a select line of jewelry to customers, though items often accompanied other products like makeup sets, or were incentives for larger purchases. Many didn't have the Avon signed logo during the 1960s.

1970: The company began promoting jewelry more earnestly with the introduction of the first marked set, Precious Pretenders, in late 1970 and it was featured in Woman’s Day magazine.

The one of the first ad promoting the Precious Pretenders jewelry line in late 1970/early 1971, Precious Pretenders.

I am proud to own the 1971 Gold Tone Lotus Brooch. Photos don't do justice. The set featured gold tone earrings, necklace, bracelet and the Lotus brooch as shown above.

1971: Avon officially included a dedicated jewelry section in their catalog.

1975: Avon became the world’s largest jewelry producer, creating necklaces, bracelets, earrings, brooches, jewelry sets, cufflinks, watches, and rings for both men and women, including holiday-specific jewelry for occasions like Halloween and Christmas. This is a great advertisement below.

1979: Avon purchased Tiffany & Co., which was a higher scaled jewelry brand for $104 million to build up their product offering but sold Tiffany several years later.

1985: Avon owned 50% of Liz Claiborne up until 1987. But eventually they sold the brand in 1987.

1986-2005: Kenneth Jay Lane, a renowned costume-jewelry designer admired by Hollywood and royalty, created jewelry for Avon, marked "K.J.L. for AVON."

1989-1996: Jose and Maria Barrera designed jewelry for Avon. This is the marking on the jewelry.

1992: Avon UK launches the Breast Cancer Crusade, selling a pin to raise funds and awareness.. This ribbon is now a standard reminder of the support for breast cancer in several countries. According to their website, 'Avon raised $800 million to breast cancer causes, educated 180 million women and funded breast health screenings for nearly 20 million women.' This is the famous brooch created to commemorate breast cancer awareness. Admittedly, it's found everywhere for a cheap price since it was so mass produced.

1996: Launched the first e-commerce website

1998: Celine Dion collaborated with Avon to release a "My Heart Will Go On" necklace inspired by the jewel worn by Rose in "Titanic."

2010: Avon acquired Silpada, a direct seller of silver jewelry.

2013: Due to a massive decrease in business, Avon sold Silpada including back to its co-founders for $85 million. 

2016: Silpada ceased business

2017: Avon sold its jewelry unit back to Rhinestone Holdings, a holding company for Slipada, at a loss.

2020: Avon was sold to the Brazilian company Natura & Co. family

AVON PARTNERSHIPS

Over the years. Avon has established partnerships with notable costume jewelry companies such as Swarovski, Centennial, and Trifari. Renowned designers include Coreen Simpson, Louis Féraud, Celia Sebiri, Shaill Jhaveri, Luke Razza, Nicky Butler, and actress Susan Lucci. Some Avon pieces are marked with internal codes rather than designer initials, and collectors can find items that were presented to sales members.

Additionally, Avon has established partnerships with notable costume jewelry companies such as Swarovski, Centennial, and Trifari. Renowned designers include Coreen Simpson, Louis Féraud, Celia Sebiri, Shaill Jhaveri, Luke Razza, Nicky Butler, and actress Susan Lucci. To be honest, I don't know who half of these people are! 

But I also learned that some Avon pieces are marked with internal codes rather than designer initials, and collectors can find items that were presented to sales members.

The value of vintage Avon jewelry—marked "AVON" in all-caps or script—often depends on its association with prominent designers from the late 20th century.  Here are the markings of Avon through the decades. Jewelry will usuall have the stamps from 1972 onwards.

KEY AVON MARKINGS

OTHER MARKINGS ON AVON JEWELRY

When examining Avon jewelry pieces, you may find additional markings not just the logo, or insignia above. There can be numbers and letters on Avon jewelry that can indicate the vendor, production line, a gift to an Avon sales rep that achieved high sales, or a manufacturing year. 

Vendor code: Initials identify the vendor who made the piece.

Production line: "NR" on an oval tag represents a production line.

Manufacturing year: Numbers may show the year they were made. For instance, jewelry from 1945 might have numbers like 2300–2350.

Other Avon jewelry markings include:

• Sterling silver pieces typically have a "925" mark.
• A serial number helps identify a piece of jewelry and track its history.

A SELECTION OF AVON ADS FROM YEARS PAST 

Note: I found these ads on Pinterest. You can estimate the date of the advertisement by the type font, as used above. 

THE GREAT IMPOSTER: AVON OF BELLEVILLE

After extensive research about Avon online, I discovered a Canadian company, Avon of Belleville, which produced costume jewelry between 1945 and 1971.

This is not affiliated with Avon but it is always mistaken to be. In fact, most jewelry was designed by Marcel Boucher, who used to work for Cartier. That meant that the name, quality, and style have caused confusion over the years. Michel Boucher, who used to work for Cartier in France. Their jewelry is attractive with each piece bearing a number coinciding with their different Avon logo signed. Here is a photo of an original Avon of Belleville piece that was sold on Etsy, though the link is no longer available. Still, it is stunning. Look at the logo and the "Made in Canada" information at the bottom.

According to the now-defunct Vintage North Blog, more details about Avon of Belleville can be found. The markings to identify the YEAR of MANUFACTURING are as follows:

YEAR - STAMP OF PRODUCTION

1945:  2300-2350    1946:  2351-2450

1947:  2451-2550    1948:  2551-2750

1949:  2751-3000    1950:  3001-3500

1951:  3501-4500    1960:  7802

1962:  8291             1965:  9100

If you want the authentic Avon brand, it is advisable to verify the authenticity of the Avon marks to ensure genuineness. Some pieces are misrepresented online. I must admit, I have actually be extremely impressed with Avon of Belleville pieces. They were sparly and the 1940s to 1960s is my personal favourite jewelry style over more contempary pieces.

Although, Avon was a household brand recognized globally, Avon of Belleville was more popular in Canada and even parts of unique since Marcel Boucher had quite a reputation since he worked for Cartier.  

CONCLUSION

In recent years, Avon has faced challenges over the decades including declining sales, heavy competition and sadly, they recently were filing for bankruptcy due to liabilities related to talcum powder litigation. You can read the status of the company here. 

Despite these obstacles, Avon continues to innovate with new products, and the jewelry division remains active with gorgeous pieces that have really impressed me. Here is their current website, listing newer styles and contemporary jewelry. The quality seems excellent, with many pieces now being sterling silver since being owned by Brazilian company Natura & Co. since 2020. Wowza. Stunning pieces still are created and I'm impressed. This Sterling Silver Genuine Garnet and CZ Necklace is currently on their site and it is gorgeous!

Now, onto my collection.. I am offering great vintage items, from various periods of Avon's jewelry line, availble for purchase at great prices. Here's just a few items but all can be found on my ETSY shop. 

Thanks for reading..

Until next time.

Nancy

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Note: This article does not intend to infringe copyright laws. Most photos were taken from Pinterest, the Avon website or from my personal collection. This article was written to promote and educate people about Avon and Avon of Belleville.