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Location June 1949:

Joell Manufacturing Co.
1408 Bedford Ave.
Brooklyn 16, NY

Joell Mfg. Co. Ltd.
1701 Lewis Ave.
Niagara Falls, Canada

Location: February 1950-March 1955:

Joell Manufacturing Company
1 West 34th Street
New York City

2516 Atlantic Ave.
Brooklyn 7, New York

Display ad "Handbag Buyer" June 1949, page 46

The 1950's

Quarter page ad inside front cover of the February 1950 issue of "Handbags and Fashion Accessories"

The Buyers came in January The Buyers saw in January . . . The Buyers raved in January

''"T H E LAURITA FIFTY is the neatest carryall at the sweetest price we've ever seen!" Have you placed your order for this newest carryall in the famous "Laurita Line" by JOELL.''

Joell Mfg. Co., Ltd., 1701 Lewis Ave., Niagara Falls, Canada
Showroom: 1 West 34th Street, Rm. 604. N. Y. C.

February 1950 issue of "Handbags and Fashion Accessories," page 68

Good Prospects for Carryalls

"Carryalls today can be purchased in department stores, drug, leather goods, chain, variety and accessory stores. This kind of distribution means that women are interested in the convenience and practicality offered by carryalls. It means also, that manufacturers are right in step with the times.

The Joell Manufacturing Company has sponsored carryalls along with its line of leather and plastic Laurita wallets, billfolds and purses. Plans for 1950 stress the carryall with even greater conveniences built right into the product. The success of his 1949 version has prompted Murray Menschik, of Joell to continue the line with the addition of the Laurita "Fifth.""

Joell's Laurita line specialized in trendy and original bags, focused on girls and younger women. School items like lunch kits and carryalls, endorsed and carrying the likenesses of early television personalities were important line. This illustration is to be found on page 46 of the January 1955 Handbags & Accessories.

Joell gets Annie Oakley license

"M. Menschick, president of Joell Manufacturing Co., has acquired the Annie Oakley trade name and is currently using it on a complete line of children's lunch kits. These are made of colorful vinyl plastic and include a lunch carrier and a thermos jug with cup cover. These retail at $2.98 and $3.98. The lunch carrier alone sells for $1.39. They're packed 12 to a carton." (January 1955 Handbags & Accessories, page 47)

Gail Davis played Annie Oakley on TV from 1952-1956. She was an excellent horsewoman, a crack shot and did many of her own stunts. There were few female characters in programming of the time that portrayed women as powerful and competent. For many Baby Boomer women, she was an early roll model.

Another area Joell Manufacturing participated in was specialized coin wallets.


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Page last modified on February 20, 2009, at 11:02 AM