At one time the Autumn Leaf decal was not exclusively for the Jewel Tea Company and could be found on various pieces made by other major pottery manufacturers of dinnerware during the 1920s and 1930s.
The pattern became exclusive to The Jewel Tea Company in 1933. The Hall China Company made the Autumn Leaf pattern for the Jewel Home Shopping Service. The pattern could be purchased through an authorized Jewel Route-person. Even seconds or imperfect Autumn Leaf pieces were not found in the Hall Closet Outlet store.
Hall China’s Autumn Leaf line, in early years, was referred to as the "Hall," "Jewel" or "Autumnal" design. It was not until the 1940s that the pattern was named.
It is also believed that Max Hembry, buyer for The Jewel Tea Company, named the pattern, perhaps due to his earlier association with the Autumn Leaf Haviland pattern. The only similarity being that both patterns were exclusive Jewel Tea premium items.
Cunningham, Jo. 1976, 5th Ed. The Autumn Leaf Story.