The Ushers Astrology Zodiac Good Luck Coins Venice California

"The Ushers" or the "House of Usher" was a magic and astrology supply store in Venice, California. They issued these interesting astrology zodiac good luck coins in the 1930's.


Ushers Zodiac Good Luck Coin - Leo
Zodiac symbol Leo the lion crouching in jungle grass
The word "LEO" coming out of a star / LUCKY NUMBERS 2-7-9-5 / LUCKY DAY SUNDAY
Brass, 26mm, 7.36gm

"The Ushers" were Harry and Frances Usher, a pair of entertainers who performed around the United States in the 1920's and 1930's as magicians, mentalists, and psychics.
They retired from performing in 1935 and opened their store in Venice, a Pacific Ocean beach front community west of Los Angeles, California.
The store operated until around 1950 when Harry Usher passed away.

They soon began manufacturing coins or tokens to promote their store.
There are twelve tokens for the twelve zodiac signs.
They are made of brass, are 26mm in diameter, and usually have a copyright year of 1936.

The Magicians Tokens and Related Items by F. William Kuethe, Jr., published by The Token and Medal Society (TAMS), Volume 18, Number 5, October 1978, lists these items as number MT332.

I have had one of these since the 1960's but did not get around to researching them until 2010. These items are available in the usual place.


Ushers Token Obverses - Twelve signs of the Zodiac

The token obverse has the zodiac sign name, picture, lucky numbers, and lucky days.

The token reverse has a "good luck" quote, a circle of Zodiac symbols, and the Ushers planet logo.
There are least three different reverse types with differing inscriptions.
The Kuethe Magicians Tokens book does not differentiate the three reverse types.

Ushers Token Reverse Types:

The reverse has a circle of "good luck" text, a circle of twelve Zodiac symbols, and a planet logo.



Reverse Type 1:
Copyright notice above the planet
GOOD LUCK / WEALTH HEALTH HAPPINESS
COPYRIGHT 1936 BY (the planet is blank)
THE USHERS - VENICE CALIF

Reverse Type 2:
Copyright notice below the planet
GOOD LUCK / WEALTH HEALTH HAPPINESS
THE USHERS / VENICE, CALIF (on the planet)
COPYRIGHT 1936

Reverse Type 3:
No copyright notice
WISHING YOU / WEALTH HEALTH HAPPINESS
THE USHERS / VENICE, CALIF (on the planet)

Ushers Circle of Life Advertisement:


Ushers Circle of Life Advertisement - Page 1

THE USHERS SCIENTIFIC CHART OF LIFE
THE HOUSE OF USHER, VENICE, CALIF.
This advertisement was published in 1934.
Notice the "Blue Eagle" of the NRA in the lower right corner.
The National Recovery Administration (NRA) was the primary New Deal agency established by President Franklin D. Roosevelt (FDR) in 1933.


Ushers Circle of Life Advertisement - Page 2

Drawing of theatrical buildings and copies of newspaper notices about appearances of the Ushers.

 

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Very nice slice of Americana history, thanks for sharing.

 

I grew up in Hermosa and heard from older family members of the Ushers. Thanks for sharing.

 

Very interesting. Thank you.

 

There are actually two versions of what is called the Type 2 reverse above. In the one above, the V of Venice points to the C of Copyright. In another version, the V points to the left of the C. There is also a Gemini obverse where the twins torsos fade out at the bottom. I haven't found any varieties on the other obverses.