Life, 1915-11-18 · page 35 of 52
Life — November 18, 1915 — page 35: what you’re looking at
What you’re looking at
This is **primarily a diamond sales advertisement**, not political satire. Jason Weiler & Son, a Boston diamond importer established in 1876, is marketing direct-to-consumer diamond sales via mail order. The "joke" or sales pitch is the claim to undercut retail jewelers by 20-40% by eliminating middlemen. The illustrated diamonds show various cuts and settings (1-carat through 3½-carat stones, men's rings, dinner rings). The accompanying book offer promises to educate buyers on diamond grading and pricing ($10-$20,000 range), positioning the company as a trustworthy "authority." **Context for modern readers:** This represents early mail-order commerce and direct-to-consumer marketing—somewhat revolutionary for the 1920s-30s era. The ad's reassurance ("no money in advance," "money refunded if not satisfied") suggests customers were skeptical about buying expensive goods by mail from strangers, a significant sales barrier before internet commerce normalized such transactions.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
BuY DIAMONDS pmecr From Jason Weiler & Son, Boston, Mass., Lead- ing Diamond Importers and save 20 to 40% on | retail or your jewelers’ prices. THIS BOOK | | R over 39 years the house of Jason Weiler & Son of . 5 y . * will il Boston has been one of the leading diamond importing _ AW Ht eeaiel Bashi’ concerns in America selling to jewelers. However, a SAS your name and address. large business is also being done now by mail direct with “RIN AAI _-s cre a fon 2 customers at importing prices! 7 a Yr. paying Retail dealers’ . a 7, Here are some of the diamond offers—direct to you by Tif Ne sie iter et mail—which clearly demonstrate our position to name , buy diamonds. Prices on diamonds that should surely interest any present PA Tells how they or prospective diamond purchaser:— q are mined, cut and _ marketed This . book shows weights, sizes, f prices ($10 to J Ci N WS 7 f $20,000) and ‘ \\ ANS is considered n % \ authority. It 1 Carat #95.00 Carat $43.00 Princess Si f ; iMustrates Tala Tearat tenuine dia. This H-cerat genuine die Carat $32.00 aan’ YF diamonds sodpertectyeat. Mownted freut. Mounted meng ecrrastrintgaey, Sixteen perfectly cut dis- MP from }car- m book: ir y style 14k. solid in any ttyle 14k. solid andpertectlycut. Mounted monde completely sur- 5 Bas at up toa d from gold setting. Money re- gold ing. Lapa d Fe in Tiffany style 14k. solid rounding five beautiful aig $100,000 fanded if you can dupli- funded if youcan duplicate gold sentng” Money ree equare cut sapphires of . k; 1 dressed cate itforless than $125.00. it for less than $60.00. Our forges’ It can be cups rich velvety blue, ect in collece i aaie ro} Piicesdirectto vos $43, cated by any jeweler for golid platinum. ) veil + oe + 99% Keeathan$d Our 83D. Our price, direct a ” : price, directto you * If you can duplicate this — . ring for less than $120.00, se back and money will be refunded. i} t Uf} y Men's Octagon : is ui Top Diamon: Men's Diamond 3%Carats'S75.00 ¥, Carat $65.00 Ring #280.00 Ring $176.00 i Heavy 18k. gold setting Perfectly cut blue white mond is of great bril- This {-carat genuine dias green-¢old finish— inlaid diamond mounted in 18k. cys fine color and per- mond ie ol freatbrilliency with black enamel as solid gold pierced setting fectly cut. Mounted in andpertectlycut.Mounted shown in illustration, in the new olive finish, ladies’ or men’s style 14k. in men’s tooth belcher 1¢k. Platinum border around Diamond is securely em- tolid gold setting. Money solid gold setting. Money diamond. Perfectly cut bedded in solid platinum refunded If your jeweler refunded if your jeweler blue white diamond. equare top. Money re- can duplicate it for can duplicate this for less Money refunded if youcan funded if your jeweler can less than $725.00, Our than $85.00, Our price, decheala icslee bere for uoticane thie ring for bese iret to you by jess than $350.00. than! Our mae se, "65. Surpice ss 280. piicetoyos «sh 1D IT IS NOT NECESSARY TO SEND-MONEY IN ADVANCE If you are interested in any of the above direct diamond quotations, or the hundreds of others which we illustrate in our Diamond Book (a copy of which we will send you FREE), then write us TODAY. We will send to your Bank or an Express Company a selection of diamonds for your approval. You will be under no obligation togmurchase any of them. We pay all express or mail charges, both ways, whether you purchase of: not. Our Diamond guarantee goes with every purchase, guaranteeing full value for all time, Money refunded in full if not entirely satisfied. re 371 Washington St: “Boston: Mass ashington St Besta eR Foreign Agencies — Antwerp and Paris comicbooks.com