The “V for Victory” campaign began in 1941, as fatigue set in from years of a harrowing war. Belgian refugee Victor de Laveleye proposed the letter “V” as a rallying emblem for the Allied forces and encouraged citizens to draw it everywhere. “V” not only stood for the French “Victoire” but for the Dutch “vrijeid” (freedom) and the English “victory.” De Laveleye explained on his radio broadcast that “the occupier, by seeing this sign, always the same, infinitely repeated, understands that he is surrounded, encircled, by an immense crowd of citizens eagerly awaiting his first moment of weakness.”

Victor de Laveleye. Image credit: The Brussels Times

The “V” began to appear written with chalk on the boots and helmets of soldiers, flashed with a hand gesture, and printed on stamps and pamphlets. Winston Churchill magnified the campaign using the hand gesture, middle and index fingers forming a V when addressing his fellow citizens. Soon enough, the “V” was everywhere throughout Europe and the United States – including on pins and jewelry.

Lot of WWII Victory Pins and Medals. Image Credit: Invaluable.com

Patriotic jewelry was hugely popular in the United States during World War II. Because of rationing, new jewelry was scarce, but victory pins could add style and patriotism to an ensemble. The pins featured the letter “V” and often included the colors of the American flag. They were commonly made from unconventional materials – most metals were required to manufacture tanks, airplanes, and weapons, so jewelry was created out of bakelite, enamel, wood, or celluloid. Higher-end pieces were made from sterling silver, which wasn’t used in manufacturing. In addition to the “V,” wings and flags were popular motifs.

WWII Sweetheart Bracelet. Image: The Gemmary

Sweetheart jewelry, sold to soldiers to send home to their wives, mothers, or loved ones, was prevalent during World War II. Wearing sweetheart jewelry lets civilians show support for their enlisted family members and feel connected to them while serving overseas. Though the custom began during the First World War, it exploded in popularity during World War 2. Hearts were a popular motif for these pieces, including ribbons and bows in patriotic colors.

A blue star indicated a son or husband in service on a red-bordered white background. A gold star indicated a loved one killed in battle. Pearls also became a popular way to commemorate those lost in the attack on Pearl Harbor.

During the war, many sacrifices were required of civilians. Sweetheart and victory jewelry became a way for people to feel connected to one another and to garner strength and morale for the ongoing fight. Cultural significance and unique style make World War II jewelry an essential collector’s item.