Gustave Sherman was born in Montreal on October 15, 1910 to Jewish parents who had immigrated to Canada from Eastern Europe. Gustave started his career in the jewellery field as a salesman before hiring jeweller Dmytro (aka Jimmy) Kurica (pronounced Koretza), and opening his Montreal manufacturing firm Sherman Costume Jewellery in 1947.
Sherman jewellery was known for its quality and is often identifiable by its use of aurora borealis coatings and monochromatic colour combinations.
Rhinestone jewellery fell from fashion in the 1970s, causing Sherman’s business to go into decline. Gustave closed his business in 1981 and passed away in 1984.