Solomon Finklestein started Deja Costume Jewelry in 1939. Located in New York City, Deja manufactured costume jewelry for retail trade and used the marks Deja, Deja Original, Deja Reg, and Deja Fleurs. However, another company named DuJay sued Deja for trademark infringement because of the similarity of the names. They won, and in January of 1941 the Deja Company name was changed to Reja. Reja operated from 1941 through 1953 when the company declared bankruptcy and production ceased.