Postcards Help Sell Jewelry/Watches

 by Bruce Shawkey

Found this interesting article in a 1960s issue of Europa Star magazine:

A novel and charming kind of advertising campaign has been under-taken by the well-known Parisian jeweler, Mr. Henri Lesieur. First, let us explain that Mr. Lesieur is a native of the village of Estaing which, like many another French village, is famous for its beautiful cross, pictured above. Since he believes in giving the jewelry he creates a certain specific character, he has often found inspiration in some of the plants and motifs of his native country. He also made an exact copy in miniature of the beautiful village cross to adorn the throats of young girls all over France who, like their jewelry, to be a little out of the ordinary. Now Mr. Lesieur has hit on the idea of placing advertisements in various children's papers offering any child who wants it a free postcard-record which shows in color the village of Estaing with its cross and plays a well-known and charming tune "My father had five thousand sheep". In this way, the prestige of French jewelry and the strains of a tune from a remote corner of France are being carried all over the world. 

Any wholesaler interested in getting hold of some of these postcard-records may write directly to Monsieur Henri Lesieur, 115, rue du Temple, Paris 3e, France.