TRE-JUR, United States

Albert Solomon Mosheim developed House of Tre-Jur as a New York- based, American company with a French name as to insinuate that his company was affiliated with a French perfume house. Mosheim took a competitive spirit into every aspect of his business by competing for the patent on a, “triple compact,” a case for a complete makeup set. In naming the design a “triple compact,” as opposed to a, “vanity case,” Mosheim is credited as creating the first, “compact,” even though that technology was in use for a long time before Tre-Jur was established.