Masback’s Red Diamond Axe
Masback Hardware Company
New York, New York
1930 – 1950s
The Red Diamond brand was the flagship private label (or “house brand”) for the Masback Hardware Company. While Masback was primarily a wholesale distributor for other manufacturers, it used the Red Diamond name to market their own high-quality line of tools and hardware supplies.
The Masback Hardware Company was a large regional hardware wholesaler based in New York. By using a private label, Masback could offer retailers a “premium” alternative to national brands, often at a more competitive wholesale price.
There were far too many “black diamond” axes across North America – finally, someone thought to use a different color.
Red Diamond Axe Details
Masback was late to the private-label game compared to most of the other large Hardware companies and wholesalers, with the brand only being registered in 1930. However, they quickly expanded into a wide range of hand tools (such as axes), power tools, and maintenance supplies.
The brand name “Red Diamond” is written in italics with an underline coming from the foot of the”R”.
The Red Diamond axes would have been made for Masback by a large national axe producer. While there are no records of who made them, Red Diamond axes show characteristics of being made by:
- Kelly Axe & Tool Works: One of the world’s largest axe makers. They were known for producing “hardware house” brands to very high standards.
- Vaughan & Bushnell: Another likely supplier for Masback’s smaller hatchets and hammers.
It’s unclear exactly how long the Red Diamond axes were produced, but the axe industry was in steep decline by the 1950s, and most hardware companies were not paying the extra money to get their branding stamped into axe heads.
The History of Masback Hardware
New York, New York
1875-1980
The beginning of the Masback Hardware Company is a little fuzzy, with their own marketing claiming “Since 1875”, but some directories mention 1877. I will trust the marketing.
The Masback Hardware company began in 1875 when Jonathan Masbach, a former baker, opened “J. Masbach & Sons Hardware” on Third Avenue in New York City. The initial venture involved his sons, Herman and Robert. The ownership expanded in 1884 to include the youngest brother Charles (Carl), and the business rebranded to Masbach Bros.
The Shift to Wholesale.
While the family managed several retail locations, Robert Jonathan Masbach emerged as the primary architect of the company’s long-term success. In 1896, Robert established the wholesale division of the business. By the early 1900s, the company moved its operations to Warren Street, eventually occupying five adjoining buildings to accommodate its rapid growth.
Third Generation and Name Change
Following Jonathan Masbach’s death in 1915, the third generation (Edwin R. Masback and Harold E. Masback) joined the firm. Around this time, the family transitioned the spelling of their surname from “Masbach” to “Masback.” Under this new branding, the company solidified its reputation as one of the largest wholesale hardware houses in the region.
Expansion and Legacy
In 1936, needing even more space for its large wholesale operations, the company moved to a large facility at 330 Hudson Street. Robert J. Masback served as Chairman of the Board until his death in 1943, by which point the firm was a major player in the industry. The Masback Hardware Company remained a fixture at the Hudson Street location for over forty years, continuing operations until around 1980.
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