Florenza was founded in New York by the famous designer Dan Kasoff. The story of how Dan Kasoff found his calling is quite interesting. One day young Daniel went to a restaurant in New York, and his coat got stolen from there. One of the visitors, the owner of the Speier jewelry company, came to the young man's aid and gave him money to buy a new coat. Daniel paid off his debt as soon as he could, and as a reward for his decency the man offered him a place in the Speier jewelry company. Daniel worked there for 10 years, and after gaining a wealth of experience, he opened his own business in 1948, naming it Dan Kasoff, Inc.
The company sold jewelry around the world and was widely represented all over the United States in stores such as Lord & Taylor, Bloomingdales, Sax Fifth Avenue, and Bonwit Teller.
In 1950, Daniel’s son son Larry joined the family business. At the same time, the company got its world-famous name, Florenza, in honor of Daniel's wife, Florence.
The new line of the rebranded company became renowned for its own unique style. Many pieces reflected the Victorian and Renaissance styles, and typical materials for them were vintage gold metal, enamel, carved cameos, matt and Aurora Borealis rock crystals. There were two kinds of cameos: hand-carved from natural sea shell and the so-called Wedgwood Mocha produced by the famous Wedgwood company.
Florenza always used only the best stones from Germany, Austria and the Orient, often made especially for them. All the Florenza jewelry had either 24k gold coating, or exclusive gold alloys finishes with imposing names such as Florenza Gold, French Gold and French Rose. Moreover, Florenza had exclusive contracts with Revlon and Estee Lauder for the production of lipstick cases and solid perfume containers. The company also produced ring cases, picture frames and nodding animal pin cushions.
Among their clients and partners, Florenza also had such companies as Coro, Weiss, Hattie Carnegie, Capri, and Kramer, developing the design and making a number of jewelry for these brands as well. After the departure of Dan Kasoff, his son Larry carried on the company's business. Tragically, in 1981 Larry was involved in bad automobile accident which almost took his life. After that, the famous jewelry brand closed down, forever remaining in history as Fabulous Florenza.
At the moment, the price for Florenza jewelry is quite moderate, but there is a steady rise in prices for products of this brand, with complete sets, cameos and ornamental bracelets being especially valuable. In any case, buying a Florenza piece you are getting jewelry of the highest quality with a great design, that promises to grow in price with time.
At different times the following marking of Florenza products was used: