23rd May 2024

New Zealand General Plastics

G. Herring opened a New Zealand factory around 1956. Beauty Buttons was one of a couple of brands they only used in New Zealand (the other being Titan).


Under the name ‘British Buttons and Buckles” the directors of O.C. Rheuben (later General Plastics Ltd) opened a New Zealand factory in 1939. As in Australia, they changed branding of their buttons from beauclaire to Leda in the late 1950s. The design below was used in Australia from around 1950. This is a metalised example. the use of a strand of wire to secure the buttons to the card is new to my collection, and has resulted in a card that won’t lie flat!

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