Smaller cards (approx 6×9 mm) seem to have come onto the market in the late 1940’s. Before that the cards were larger (approx 10×20 mm). The price per button was often written on the card, and the number the customer wanted would be cut off. As a consequence, there are many partial cards out there which makes identification difficult. Also, many of the complete cards are not labelled by country and/or maker; instead they are labelled something along the lines of ‘Lastest Fashion’ or ‘Fashion Buttons’. Therefore, even when labelled, it can be impossible to know whether they were manufactured here, or imported then carded here.
Probably dated from the 1950’s as “American Styled” fashions were popular in the late 1940’s into the 1950’s.
LATEST FASHION/FASHIONABLE BUTTONS:
The illustrations below are from advertising dated between 1942 to 1946. One shows buttons shaped as a silhouette of a lady that has also been seen on Coronet branded cards. Perhaps this indicates these were made by the same company.
There was Rosalea brand wool advertised in the 1930’s. ? This is the same company.
On the back of these 2 button cards is printed “J.G.L. presentation”. J.G. Lloyd were plastic manufacturers that operated from at least 1940 to 1965. They produced plastic buttons as well as vials, jars, toys, jewellery, hair ornaments, kitchenware, electrical fittings and hardware.
John George Lloyd, of Hungarian descent, fled from Austria to Australia in 1939 and established J. G. Lloyd and Company Pty. Ltd. the following year. The company operated at Goldie Place and Elizabeth Street, Melbourne in the 1940’s, before moving to 94-106 Pelham Street, Carlton. They supplied buttons for the military from 1941-1957. The company was still around in 1965.
One of the company’s subsidiaries was Duranol Co. Pty. Ltd. (Lloyd was one of the directors). Buttons were produced under this name, as well as the lovely plastic MacRobertson and Hoadley chocolate boxes you sfind in vintage stores (see above). In 1965 Cope Allman (Australia) Ltd. acquired a majority share of Duranol Pty. Ltd., Modern Mouldings Pty. Ltd. as well as J. G. Lloyd Pty. Ltd.
Below are some examples of animal shapes punched from sheets of casein. These style of novelty buttons were popular from the late 1930’s, but probably imported. (Ads from around 1939 show the dark koala and state it is European).