Selro Faux Jade Snake Brooch | Sensational Serpents

History of Selro and Selini by Selro

The Selro Corporation, founded by Paul Selenger in New York City during the 1940s, created bold and theatrical costume jewelry. Selenger, a trained sculptor, brought his artistic vision and attention to detail to the jewelry industry. In the 1950s, he expanded the brand by introducing Selini by Selro, a complementary line that maintained the dramatic aesthetic of Selro while targeting a broader audience.

Selro designs featured vibrant faux stones, intricate metalwork, and exotic themes inspired by mythology, folklore, and cultural motifs. Pieces often showcased large, colorful cabochons mimicking jade, coral, and turquoise, paired with textured gold- or silver-tone metals. The company also added movement and flair to its designs by incorporating dangling elements, oversized dimensions, and bold motifs like the famous “Asian Princess” and “Devil Face.”

Boutiques and department stores across the United States sold Selro jewelry, attracting women who sought affordable yet striking statement pieces. Despite a lack of widespread branding or advertising, the unique designs gained recognition for their artistry and craftsmanship.

By the 1970s, the company ceased operations as the popularity of costume jewelry declined. However, collectors and vintage enthusiasts continue to celebrate Selro for its imaginative designs and unforgettable contributions to mid-century costume jewelry.