Magnetic Earrings And Coro
August 9, 2023The Sparkling Legacy of Coro and Mylu Designs
As the Christmas season blankets our world in festivity, it’s a perfect time to reflect on the history of one company that contributed to the glittering adornments we often associate with the holiday spirit. The story of Coro, one of the largest and most prolific costume jewelry manufacturers of the 20th century, took an intriguing turn in the late 1960s with its acquisition of Mylu Design Co. This small but vibrant company specialized in novelty Christmas jewelry, capturing the magic of the season in wearable art.
Vintage Mylu Christmas Reindeer Pin
Coro’s Glittering Expansion
In early 1968, under the leadership of President Michael Tancer, Coro sought to expand its product offerings by acquiring Mylu Design Co. This move marked a strategic step for Coro, known for its diverse lines of costume jewelry, including the high-end Vendome line. Mylu, founded by Lynn Gordon and Marge Borofsky, was already gaining recognition for its whimsical and creative Christmas-themed pieces. Following the acquisition, Mylu continued to operate autonomously, with Gordon and Borofsky maintaining control over design, marketing, and sales. Coro’s manufacturing plant in Providence, Rhode Island, handled production, ensuring the quality and consistency that Coro was known for.
The collaboration proved fruitful. Mylu’s innovative designs were a commercial success, adding a festive sparkle to Coro’s portfolio and boosting the company’s bottom line. However, Mylu’s rise was not without its challenges. The company found itself embroiled in several lawsuits over design infringement, facing legal disputes with competitors like Van Jules, Ardell, and Andre Creations. Despite these hurdles, Mylu’s popularity soared, solidifying its place in the annals of holiday fashion.
Leadership and Transformation
Vintage Mylu Reindeer Brooch.
Michael Tancer, who had joined Coro in 1946 and ascended to the presidency in 1963, played a pivotal role in steering the company during this period of growth and diversification. However, Coro’s corporate trajectory took a dramatic turn in 1969. Following a major shakeup and acquisition by Richton International Corp., Tancer resigned from his position, ending a 23-year tenure with the company. His departure marked the end of an era but also the beginning of a new venture.
The Birth of Tancer & Two
In 1971, Michael Tancer joined forces with Lynn Gordon and Marge Borofsky to establish Tancer & Two (T & II). This new enterprise carried forward the creative spirit of Mylu, producing affordable and imaginative jewelry that ranged in price from $5 to $20. True to its roots, Tancer & Two also introduced a Christmas line, ensuring that the tradition of holiday-themed jewelry continued to enchant customers.
A Sparkling Legacy
Mylu Christmas child pin.
The story of Coro and Mylu is a testament to the enduring appeal of festive adornment and the creative minds behind it. As we celebrate the holidays, adorned with the twinkling designs that evoke memories of Christmases past, we honor the legacy of these visionary companies and the individuals who brought their sparkling dreams to life. So next time you see a vintage Mylu brooch or a Tancer & Two piece, take a moment to appreciate the history and artistry behind these cherished treasures.
