Help with dating and any information about Jonell label

[Impey]

Hi all

I’d really appreciate any thought people have about the likely age of this evening dress and potential thoughts about likely fabric (and hence how to remove stains!)

There are no labels except for the Jonell label (embroidered) and a 15 sizing but the fabric is a lovely iridescent red / black. The zip is metal but centred placed. The style is fairly reserved aside from the almost flamenco style frills in the front panel.

The only Jonell I can find is John Lewis own label (which was changed to Jonelle in 1963) so I’m guessing this is earlier (maybe late 50s) but I’m not good enough with my styles to say for sure!

Help please!

 

[Impey]

Slightly weird to reply to my own question, but I thought it might be useful to include the response I got from the John Lewis Heritage team just in case anyone else ever has a Jonell item and also a photo of the label jn question

You are indeed correct that the Jonell label was the John Lewis own brand, it is the earlier iteration of our Jonelle brand which was discontinued in the early 2000s. The label is also consistent with other examples of the branding from this period.

Jonell was introduced as a brand in 1937. It was a play on 'John L', as in John Lewis. By the 1950s customers could buy Jonell radios, bedding, fashion, and kitchen items. The label provided a new way of advertising the John Lewis brand, and every item was scrupulously checked for quality and value for money. In 1956 the trade name 'Jonelle' (with the extra e) was registered and by 1963 the Jonell version had been dropped, and Jonelle began to be used across all products.

 

[Midge]

Great information! This might be of interest for our label resource -paging @Ranch Queen Vintage .

 

[Vintagiality]

but I thought it might be useful to include the response I got from the John Lewis Heritage team

Thank you so much for sharing! If you give us permission to use the label image along with the info, we could add it to our label resource

 

[Ranch Queen Vintage]

Great information! This might be of interest for our label resource -paging @Ranch Queen Vintage .

Hi @Impey - This gown is so pretty, and I love what your inquiry uncovered about this brand! With your permission, we would welcome this addition to our Label Resource.

 

[retro ruth]

I immediately thought of John Lewis when I saw the title! I remember Jonelle but I didn’t know it used to be spelt differently.

I think your dress might be earlier than late 50s. Early 50s maybe?

 

[Impey]

Thank you so much for sharing! If you give us permission to use the label image along with the info, we could add it to our label resource

Of course!

 

[Impey]

Hi @Impey - This gown is so pretty, and I love what your inquiry uncovered about this brand! With your permission, we would welcome this addition to our Label Resource.

Of course!

 

[Impey]

I immediately thought of John Lewis when I saw the title! I remember Jonelle but I didn’t know it used to be spelt differently.

I think your dress might be earlier than late 50s. Early 50s maybe?

Thanks Ruth - I did wonder if it might be a bit earlier!