In 1943, the partners incorporated, and the company became known as Coro, Inc. Although the designs are well known for the Coro signature, the company did not manufacture the jewelry themselves, but contracted it out to fine designers to design it and other companies to manufacture it.
The original Coro jewelry designs were sold in five and dime stores. Even during the depression, sales were very good, and the company quickly developed a name for quality. In 1929, they opened a new factory in Providence, Rhode Island.
Adolph Katz oversaw the manufacturing part of the jewelry in the new factory. He did not actually design the jewelry, but had a good eye for quality and acquired designs from other jewelry designers such as Verecchio, Placco and Francois. Jewelry from this period is highly collectible today.
Collectors of Coro and Corocraft jewelry know the company for three particular styles of jewelry - Jelly Belly pins, Trembler pins and Duette Clips.
Coro "Jelly Belly" pins were normally figural types such as turtles, birds, fish and other creatures, and they featured a clear acrylic stone placed into the belly or center part of the pin. Trifari also made similar Jelly belly pins. They are much sought after and highly collectible today with prices always rising.
The tremblers were also often figural designs and featured a small extra piece added to a brooch on a tiny spring that made it move slightly. Some of these tremblers were also added to the clips themselves.
Coro is perhaps best known by collectors for their duettes. In 1931, the Coro company patented a unique type of brooch which they called the Coro Duette. This pin features a mechanism which locks two separate dress clips together. which made the clips look like one larger brooch. It was multi functional since it would be worn as a single clip, a double clip, or a combined clip worn as a brooch. If you see a Coro duette in good condition at a reasonable price, be sure to snap it up. They are very collectible and will be a good investment for you.
Photo of Jelly Belly Fish Pin and Coro Duette courtesy of ebay sellers joolbait and the*trinket*fairy
The following years was a time of many changes. In 1937 Coro became known as Coro Craft (two words) for their high end jewelry. (After World War II, the mark was changed to Corocraft -all one word.) In 1944, the Coro introduced the Vendome name started as a sub group of Coro. Like Coro Craft, it was intended to be their better line of jewelry. They continued manufacturing during the 1950s and 1960s
The early years though the 1960s were the hey days of manufacturing jewelry for Coro. After the 1960s, they were met with much opposition as they started manufacturing pieces with rhinestones. The later influx of Chinese jewelry proved to be more competition and Coro eventually closed their doors in 1970 in the US, although they still manufactured in Canada until 1998.
Here are some examples of Coro designer marks including Coro, Coro Duette, Corocraft, Pegasus Coro, Coro Sterling and Vendome:
No discussion of Coro jewelry would be complete without a mention of their fabulous thermoset plastic jewelry. While these styles are not as valuable as the duettes, tremblers and jelly belly pins mentioned above, they are nonetheless wonderful examples of this period of plastic jewelry manufacture. Lisner and Coro made some of the nicest thermoset pieces of all the designers of the time.