Smaller cards (approx 6×9 mm) seem to have come onto the market in the late 1940s. 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.
I’ve dubbed these light blue cards with rounded corners and this artwork the ‘Lovely Lady’ brand. Please see the General Plastics page for more information.
Probably dated from the 1950s as ‘American Styled’ fashions were popular in the late 1940s into the 1950s.
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, so these may have been made by the same company, possibly General Plastics.
These buttons were most likely produced by General Plastics prior to the use of the name ‘Beauclaire’ (pre 1951). See the General Plastics page.
There was Rosalea brand wool advertised in the 1930s. Perhaps these buttons came from the same company?