While gluhwein and eggnog warm us down to our baby toes, a heartwarming festivity known as Christmas in July brings out our evergreen Christmas trees and decks these – and our halls – with tinsel and bauble cheer.
‘Tis the Season
No matter what the weather.
Whether wintry southern hemisphere or sweltering northern hemisphere days, common ground is found by all as mid-year energies hit a lag. Trademark of the north’s wintry Christmas festivities, such quirky traditions have crept into marking (and marketing) the middle of the year in South Africa.
Looking to some reasons for the Season, we found a few fantastic stories worth sharing. Factual accuracy, however, cannot be verified – making these fiction or non-fiction roots worth taking with a pinch of your eggnog.
The origins of Christmas in July reportedly go back to 1884 in Ohio, and crop up again in 1894 in a French opera titled ‘Werther’ in which performers belted out lyrics that when translated were: “When you sing Christmas in July, you rush the season.”
Then in 1933, the festivities became an annual event as a woman by the name of Fannie Holt, the co-founder of a girls camp known as Keystone, based in North Carolina, decided to celebrate it with the girls.
Ms. Holt was renowned for her quirky and whole hearted nature. Her first Christmas in July was no exception. She brought in carolers and a Christmas tree, complete with a visit from Father Christmas and fake snow made from cotton. Campers would, in the years that followed, bring out their laundry bags to be makeshift stockings which were filled with sweets overnight.
Crafty gift exchanges followed suit in later years with it being said by the fourth generation director in the family, “One time my dad got a bejewelled toilet plunger decorated with feathers and glitter.”
Other happiness-inducing moments attached to Christmas in July include a World War II campaign by the U.S. Post Office that enabled those serving their country to get their Christmas cards and gifts in time for Christmas. In 1942, a pastor at a church in Washington, D.C. began an annual collecion of gifts and gave them to those in need via a gift-covered Christmas tree. Four years on and this service was broadcast to all in the States through radio.
May you be Merry and Bright
At the Jewellery Council of South Africa (JCSA) we are making a big deal of the slightly off beat, less commercial moments in the 2018 calendar.
We chose Christmas in July because we love the spirit behind it and and want to share its joy to the world reminders with our member jewellers and their customers. The JCSA is therefore marking the season with a competition that runs between 2- 31 July, with the lucky draw prize winner being the recipient of R16 000 in jewellery provided by any JCSA jeweller member.
In short, we are saying: “A very merry Christmas in July to you! Go on and gift yourself with an entry.”
Remember too that when you buy jewellery from a member of the JCSA, you’re not only buying a beautiful piece of jewellery, you’re also buying a promise from the seller that they will act in accordance with the JCSA’s Code of Ethics and Conduct.
This means you can buy with confidence.
You can know that your piece of jewellery has a fair market price, its components have been responsibly, ethically, and sustainably sourced. Above all, having all of your authenticity check points in place for complete peace of mind.