There are many legends, secrets and speculations about the Selro company and its extraordinary jewelry. It worked in the jewelry market for only ten years, but we, connoisseurs of vintage jewelry, still admire the original design and unique beauty of Selro jewelry.
However, there are reliably known facts from the history of the company, and I will write about them.
The company was founded in 1949 (according to other sources, in 1950) in New York (USA) by an emigrant from Odessa, Paul Selinger.
The fate of the founder himself is interesting. Pavel Selinger was born in 1911, and earlier he was called exactly that, in Odessa in the family of an ordinary tailor. His father dies early and leaves his wife with two children in financial distress. During the revolutionary years, the situation worsens and Pavel’s mother decides to emigrate to her older brother in New York.
It is known that for a very long time, having traveled several countries, by all sorts of ways, the Selinger family gets to the USA only in 1927. And as we know, 1927 is the height of the American depression. Upon arrival, young Pavel and his sister Fanny begin working in his uncle’s jewelry store. One could assume that years later, having assessed the profitability of the jewelry business, Pavel opens his own jewelry production.
After receiving citizenship, Paul Selinger in 1942 goes as a private to World War II in the US Marine Corps, and in 1945 after its end continues to serve in North Africa and Japan. And only in 1948 Sergeant Selinger returns to civilian life. It must be assumed that he became interested in jewelry production when he worked in his uncle’s store, because after returning from the war, he gets a job in one of the oldest American manufactories “H. Pomeranz & Co. NY”. This company produced jewelry buckles, buttons, cufflinks.
The company Selini quickly gained momentum in production.
Selro jewelry was initially aimed at a design that was completely different from the jewelry of that time. At the initial stage, all Selro jewelry was not marked, and later this was not always done. They were sold with branded tags or in a branded box.
Despite this, all the jewelry created by Selro was so unique that it was almost impossible to confuse it with any other brand. High quality production, incredibly innovative rare jewelry design and the talent of businessman Paul Selinger were able to develop the company in a short period of time. Selro produced jewelry for the companies Florenza, Capri, Hattie Carnegie and, as some sources say, for HARGO. Paul Selinger personally participated in the development of the jewelry design. In the early 60s, Selinger opened another production line of jewelry with a more sophisticated design, “Selini”.
It is not exactly known what caused the decline in the company’s production, but it seems to me that the most plausible version is the deterioration of Mr. Paul Selinger’s health. He married quite late, at 52, and had no children. And since he had no heirs, there was no one to continue his business. He died at the age of 79 on December 16, 1990.
In 1960, “Selro Corporation” came under the control of the jewelry corporation “Expansion Ltd.”, which produced products under the brand name “Selro / Selini” until 1975.
Selro jewelry was loved by many Hollywood movie divas and people of the first magnitude. Jewelry with the faces of Thai, Asian and African princesses, devils, Chinese masks and with inserts of lucite – confetti are very popular. Everything is in great demand, the costume jewelry of this company conquers the hearts of collectors with its non-trivial design, original materials and bold textures. In Russia, there are many collectors of this excellent vintage costume jewelry. I would like to note once again that many products were released unsigned, but this does not bother true collectors at all. You can always accurately recognize the products of the company “Selro”, the distinctive feature of the jewelry and reference literature on the collection of this company come to the rescue.
