There were many budget record labels during the 1920’s, sold primarily in low cost department stores, or dime stores.The Plaza Music Company had its tried and tested Banner, Regal, Domino, Oriole, and Perfect labels as established names. It decided to launch another label in 1927 under the name “Jewel”, perhaps to compete with Cameo’s “Romeo” record line, which was introduced the year before. This rare ad for the Jewel label came from the department store of Victor and Company, Buffalo, New York. It often advertised the records at 21 cents each, or 5 for $1.00.
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