The Jewish Monitor (Fort Worth-Dallas, Tex.), Vol. 9, No. 21, Ed. 1 Friday, September 9, 1921 Page: 7 of 32
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Friday September 9 1921T
TIE JJEWI8H MONITOR
Save
streets 100x200 two itoriea high with
basement 60x100. In 1901 some stocks
were condensed some moved into an
other building- on opposite aide of Elm
street beyond the recognized limit of
the retail shopping district Wiseacres
predicted disaster but "trade followed
the flag." The erection of a six-story
r "X. "TV v.
if' 1
ALEX SANGER
and basement building was immedi-
ately commenced this was the west
half of the Main street front May
1907 witnessed another exodus of
some stocks and the condensing of
others to permit the tearing down of
00x100 on the corner of Main and La-
mar streets. On this site was erected
an 8-story and basement building to
match the structure erected in 1902.
The first and second floor and base-
ment were ready for business by
Christmas and the balance in April
1910 when stocks were rearranged to
permit the tearing down of 100x100
corner Lamar and Elm. The exterior
structure was quite complete January
1911 when contract was let for two
stories to be added to the 1902 addi-
tion also a ninth story 75x85 recessed
to give light and ventilation and to
hide the structure from the street It
has a 14 foot ceiling and makes a
model reserve stock room. Today the
complete edifice 100x200 nine stories
and basement stands as the last word
in the development of modern store
buildings an example of the higher
aote in retailing. In 1920 the main
building on the west 100x100 feet 8-
stories high was bought The Sanger
flag now floats over the entire block
bounded by Main Elm Lamar and
Austin streets.
The extenral beauty of the store
grows on the beholder the architec-
tural lines are dominated by simplici-
ty. The interior is inviting and com-
fortable cleverly arranged and re-
markably attractive. A metropolitan
atmosphere is at once apparent On
every side you see evidence of tireless
activity and industry not only along
the legitimate business lines by
seeking in every laudable way to In-
crease the stores value to the shop-
ping public. Color unity proportion
are harmoniously blended everywhere.
For safety comfort and convenience
tt leaves nothing to be desired. Every
sew feature in a show case will be
found represented here. Every lata
Improvement in an elevator every de-
tail In rest and dressing room baa bad
attention every late development in
' pneumatic cash carriers and In gravi-
' y bundle conveyors has been pressed
Into service.
' All pleoa- goods are found on the
second floor silk and muslin under
wear corsets millinery shoes art on
the 8rd floor. Furniture is given the
entire eighth floor while carpets and
draperies occupy the 6th. On the 6th
floor are reading writing and rest
rooms and lavoratories. All models of
comfort and convenience and a posi-
tive boon to the nerve racked and
weary laden woman. A recital hall
and . music aalon for pianos player
pianos talking machines and records.
- To relieve the conjestion on our 8rd
floor and to promote the legitimate
expansion of the Women's and Mis-
ses' Ready-to-Wear sections our en-
tire fourth floor 100 feet wide by 200
feet long waa in 1918 transformed
into an apartment de luxe.
It is a department that is equaled
by a few in the largest eastern cities
and absolutely surpassed by none.
Every one of the dosen different sec-
tions have now ample space. Each sec-
tion is presided over by a specialist in
that particular line and each section
has spacious daylight fitting rooms
with outside ventilation assisted by
electric fans when needed. For this
floor in the annex is provided a day-
light alteration room 45x100 feet
Everything possible for comfort and
convenience has been provided and
every facility furnished sales people
for efficient satisfactory services.
The Apartment de Luxe is a favor-
ite resort of fashionable women. Here
the lovliest and most luxurious of im-
ported garments are shown with an
appropriate setting. It is chaste and
dignified as befits the character of
this institution and the personality
that controls it In size it is approxi-
mately 25x22 feet and those best
qualified to speak unheiatatingly pro-
nounce it the quintessence of refine-
ment and good taste. The "Adam"
period influences the sntire design.
The exterior is of solid mahogany
while the interior ia finished n new
grey enamel wth relief line of mold-
ings and ornamentation in Chinese
blue. Beautiful medallions stand out
in white on a background of black.
The sunlight that streams through
the carnation glass windows is mel-
lowed by dainty chiffon draperies.
The walls are of art panels; soma
with sconces others finely silvered
mirrors. The Calvwood designs in gold
and black hardware is also much ad-
mired. The oval ceiling with its pan-
els of open work cane its solid pan-
els with csn covering its composition
frescoes and white and blue medal-
lions and its handsome electrolier is
the crowning effect that makes Its ap-
peal to artistic taste. Art pedestals
chairs and tables all of the "Adam"
period with appropriate door hang-
ings complete the furnishings.
The tea room on the 7th floor is
the loftiest dining room in the state.
Hgh above the dust and noise of the
street fr removed from flies and
mosquitoes this cosy inviting cafe
has a distinct atmosphere of comfort
and snugness which is enriched by
the simple refined elegance of its ap-
pointments. The floor is covered with
Wilton carpet and Parquetry border.
All the furniture wainscotting and
doors are in solid mahogany. The six-
teen windows on the South and East
show the old English casement effect
From these a magnificent view of the
city can be bad and an attractive viate
of the surrounding country.
The half of the basement is finished
in the quiet elegant style that obtains
on the upper floors fitted In solid
mahogany plate glass and mirrors.
No piece of furniture ever finished
with more care. Silverware cut glass
queensware electroliers bric-a-brac
art pottery general house furnish-
ings toys and sporting goods are on
show and sale.
The other half of the downstairs
floor is occupied by the "Economy
Basement Store'' for the sale of reli-
able merchandise of the less expen-
sive kind. This feature of our business
was added five years ago and is devel-
oping by leaps and bounds. Its com-
plete success is limited only by the
assigned space. How to allow them to
expand is as yet an unsolved prob-
lem. There are several hundred lady em-
ployees on the upper floors. For their
ssfety a single and double fire escape
has been installed the former is on
the outside the latter on the inside
of the building and is the second of
its kind in the country. There is also
an automatic sprinkler system with
tanks containing 40000 gallons of
water on the roof all the time and
two sources of supply from which to
replenish; chemical extinguishers are
also scattered throughout the build-
ing. The Underwriters consider the
Sanger building a very high type of
fire resistance and safety. So fully
have the most rigid demands of the
Fire Inspection Bureau been met as to
entitle Sanger Brothers to the lowest
possible rite.
The postoffice on the first floor
does a volume of business largely in
excess of many of the first class post-
offices in the State. There are two es-
calators the first in all the South. One
goes up and the other down change-
able however to make both run up
Capacity 4000 each per hour. There
are six passenger elevators two
freight elevators gravity parcel con-
veyors and pneumatic caah carriers)
and trash chutes from every floor to
the basement Thorughout the house
are stationed 30 Hahl's Automatic
clocks all controlled by a master
clock on the 6th floor. Uncle Sam's
psreel post delivers the bulk of oui
packages. Large motor cars supple-
mented by deliverey vehicles are tak-
ing care of the increased trade with
much satisfaction.
Sanger Broi.'s own plant supplies
steam heat electric light and powei
for elevators and fan so arrange
that light from the city plant can be
cut in for any floor or all the floors
at any hour of the day or night ani
power for every alternate elevate
can be similarly manipulated. ThU
means practically a duplication ot
the engine room.
For the mental improvement of the
employees and the Instruction of th
public the services of eminent lec
turers have been impressed .Anne
Shaw Faulkner Marx E. Obendarfer
Prof. N. Riddell Mrs. Porer's cook
ing school Msdam Coates' school oi
dressmsking and miillinery Bucknei
k Dishman memory and mind train-
ing Mrs. Bigelow demonstrating ta
ble decorations and others. Nor ia art
neglected. At frequent intervals worlo
famous pictures are placed on exhi-
bition thousands dsily inspect thes
art treasures without money ana
without price.
The salesforce who wait on the
Sanger clientele have been chosen
with imperative exactness. Fine 'cour-
tesies exist between sellers and spend-
trs with desire to please' on the
art of the salesperson. Courteous
and prompt response is given to every
order on request All merchandise
bought and offered for sale under
goes a careful examination.
This store was the first in Texas
to adopt the rule of strictly one
price. The first to insist on the Inflex-
ible rule of accuracy in statement
the first to protect customers from
the importunity of salespeople the
first to employ salesladies. The first
to insist on the return of goods that
proved unsatisfactory the first to em-
ply cash boys the first to prepay ex-
express on out of town pekages. All
these little things have wonderfully
helped to make possible the success
achieved by the most popular de-
partment store in the South a store
which is perhsps visited dally by more
people than any other public institu-
tion in the state.
The welfare of the employees is not
overlooked. There is an emergency
hospital with doctor and nurse in at-
tendance. An educational instructor
a graduate of the Prince Commer-
cial College teaches new metlieda el
salesmanship. There is an employee's
sick and benefit fund to care for the
living and lay away the dead. The em-
ployee's savings and building associ-
ation has provided homes for hundreds
of our employees.
Twenty-two years ago the Sanger!
loaned Uncle Sam for the Spanish-
American War Campaign a score of
the flower of youth and when peace
was declared they returned to their
old posts with honor. In the great
world war over one hundred of the
best and bravest volunteered their
services to the flag. Gold stars tell
our sorrow for three noble martyri
who fell that humanity might live.
On January 1st 1919 Sanger Bros
seeking to perpetuate the name of the
institution .became a ten million dol-
lar corporation. The sound principles
ideas and ideals the just and gener-
ous system and practices that have
made the House of Sanger what it ia
today shall mold and fashion its fu-
ture destiny.
A million of the common stocks
was reserved for employees who can
purchase same at fifty cents on the
dollar and complete the transaction
on the easy deferred payment plan.
THE GOLDSMITH CO.
Established by Isidor Goldsmith it
1874 the Goldsmith Company among
the pinoeer firms of Dallas the busk
ness houses that were in existence
when this firm waa founded and are
still in business today can be counted
on the Angers of one hand. Originally
established as a "Dollar Store" later
developed into a dry goods establish-
ment handling all the lines eoming
under this head the Goldsmith Com-
pany has kept pace with the growth
of progress of Dallas. Today the store
handles women's wear exclusively
catering with distinctive finely selec-
ted stocks to that vast assemblage of
women who delight in being walk
dressed and who desire clothes with a
difference. The present Vocstioa la at
the corner of Elm and Ervay streets
in the heart of the new shopping dis-
trict the firm occupying a handsome
four-story building specially erected
for them in 1918.
Holding strictly to the ideals of
good sewing reliability fair dealing
and progressiveneaa the Goldsmith
Company has won an enviable reputa-
tion throughout the state of Texas
and in every adjoining state.
-ITS IN
DALLAS
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Fox, George. The Jewish Monitor (Fort Worth-Dallas, Tex.), Vol. 9, No. 21, Ed. 1 Friday, September 9, 1921, newspaper, September 9, 1921; Fort Worth, Texas. (https://texashistory.unt.edu/ark:/67531/metapth296827/m1/7/?rotate=270: accessed June 26, 2024), University of North Texas Libraries, The Portal to Texas History, https://texashistory.unt.edu.; .