Richmond Palladium (Daily), Volume 41, Number 245, 31 August 1916 — Page 8

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THE RICHMOND PALLADIUM AND i$ UN-TELEGRAM, THURSDAY, AUG. 31, 1916

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"THIRTY FEET FROM SEVENTH : STREET"

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"THIRTY FEET FROM , SEVENTH STREET."

WM it leans to Biiy faraHmr e from It means that you select from a stock that represents the very cream of the furniture product ions of this country, a stock that is exclusive and not shown in other stores in Richmond!. You ask yourself how can this be, how comes it that other stores cannot duplicate the pieces sfciown here? THIS IS THE REASON: The large, high class, widely-known factories that make the best furniture, to simplify and cheapen their methods af distribution, sell to JUST ONE STORE in each city. They select the store that is in touch with the largest number of buyers of good furniture. As a result of this policy our stock is made up only from such lines as represent the very best values from every standpoint, in quality, in price, in range of assortment, in all things that mean advantage ta .furniture buyers, you will find this stock pre-eminent.

"Yes, it's William and Mary." Isn't there supreme satisfaction in being able to say that of tbe dining suite in your home? Would you have the same feeling about any other period styk? "It's William and Mary." That covers all you need say. Everybody appreciates your choice; you have given to your home the very best money can buy. You never will think of replacing this suite for any other. As the years go by the words, "It's William and Mary" will mean more and more to you, and many, many times as you continue to enjoy the graceful lines of tliat noble furniture beyond criticism in taste and design you will say to yourself, "How glad I am, I paid no more and yet was able to get my dining suite in William and Mary. The curves, the simple, graceful proportions so harmoniously true in the William and Mary suites we. offer, invite you to come in and look around.

The most complete line of living room furniture we have ever shown is ready for your inspection. A beautiful showing of big over-stuffed pieces in tapestry, including davenports, chairs, rockers and matched up living room suites. Odd chairs and rockers in all of the new period designs. Library tables in all of the new finishes and designs with thirty-five patterns to select from. Also a handsome showing of odd pieces for decoration, consisting of floor lamps, portable lamps, tea wagons, candle sticks, smokers sets, tea trays, statuary, pedestals, desks and in fact everything to make your home beautiful.

Never before have bed room suites been so beautiful as those we are now showing. The light, dainty lines of the new period designs are indeed handsome. We are showing an extensive line of suites in oak, brown mahogany, American walnut and old ivory designed after the periods of Adam, William and Mary, Queen Ann, Hepplewhite, Chippendale and Colonial Posters. You should see these new things ! You will not be urged to buy. COME IN AND LOOK ! -; " We Want You to See the Handsome Old Ivory Suite in Our East Window

"THIRTY FEET FROM SEVENTH STREET.

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"THIRTY FEET FROM : SEVENTH STREET."

Furniture Men Claim Service Sells Goods

"The public be served , Thi3 is the accepted principle wherever good merchandising prevails. A successful business always has been built upon the foundation of service and more service. Every successful firm in the city of Richmond owes Its prosperity to its willingness to serve the public with good goods at the fight prices. Look at the furniture stores of Richmond for an example. There isn't a city the size of Richmond In Indiana that has so many high class furniture stores as can be found here. Why? Dealers Help Select Furniture for Home. Because the head of each firm believes in serving the public. He has

subscribed to the creed of ' buyinff

goods that appeals, of selling them at a reasonable price, of co-operating with every housewife in seeing that she buys the piece of furniture that is best suited for her home. Service means personal interest not merely pecuniary interest. If the furniture dealers of the city kept their eyes glued on the dollar only and did not keep their eyes fixed on serving their customers with excellent furniture at reasonable prices they would be compelled to go out of business. We took a jaunt through the furni

ture stores the other day. None of the proprietors or clerks knew that we were on a sight-seeing expedition and were looking for experience and not for bargains. We paw service wherever we went. Clerks went to great

length to explain why period furniture is being used extensively for dining rooms; why chairs in a living room should not only invite rest, but also give it; why the covering of a chair mav make or mar the whole effect of

a drawing room; why lamps add to a!

room as jewels do to a costume. .

Famous Designers Draw Lines for Furniture. We learned that although styles in

furniture change, that it pays to buy

substantial pieces for the art work of the men who design the pieces does not change or lose its value, and that the "William and Mary" and "Queen Anne" period furniture is used today because the lines were drawn by mas

ters in their day. Modern designers have incorporated the salient features

of this period with variations to satisfy the needs of the American buyer.

It gave us surprise to be Informed

that the chair, for instance, is the

product of evolution. The square, bulky and heavy underframe of the first chairs gave way to curved, molded and carved pieces when the chair

makers discovered that heavy 'framing was not needed to give the chair stability. We learned that practically every piece of furniture that goes Into the home, from the kitchen to the bed

room had a history as interesting as

that of any gem In a jewelry store.

Art Has Driven Our Poor Furnl- . , ture Designs. Buying furniture is an art now-

days. The furniture dealer knows i . ji x

rnis, ana so ne is reaay o give sue-

gestions and advice. That's one reason why some of the monstrosities that

formerly made many rooms of a house look like a dragon's den have disappeared. Furniture dealers told the makers that people were tired of the over-elaborate carving and gingerbread work that ten and fifteen years ago made a rocking chair look as if some barbarian had tried to carve as

many grotesque figures on it as his mind could conjure up.

You may know before you enter a

furniture store nowdays that the deal

er and his salesmen are going to ask you about the color of the paper on your walls, the size of the room, how it is lighted, how manv rtnnrs and

windows it has. Then he will co-operate with you in picking just the kind of piece of furniture that will fit into

that room and give it a home-like, personal, agreeable and comfortable appearance. Dealers Co-operate in Buying for You. The furniture salesman doesn't want to sell you a big bill of goods, but he intends to sell you pieces that you really need to make your home attractive. Experience has told him that if he sells you furniture that pleases, you are going to return to his store again. He believes that a home well furnished by him will in the long run, by virtue of the silent advertising it gives him, bring him bigger returns and more trade than If he stocks your house with furniture that does not appeal to the eye and judgment of. your friends and neigh

bors. In fact, we recall that once when we were buying furniture for a house, the dealer advised to buy a few pieces but buy them right. "You'll have much pleasure later of coming down town and picking up other pieces that you believe you need?" was his way of putting it. We found that he was right. It is- this kind of real service that has made Richmond a real furniture market and gives its dealers the distinction of being real furniture men. The results of this service by all the dealers has been the expansion of their trade and the satisfaction of

knowing that thousands of pieces of good furniture have been placed In

Richmond homes.

LOOKING AHEAD. T see you're building a garage iave you bought your car yet?" : "No, but I'm saving- cigarett :mpona."

I H500 CEDAR I . fCC"Jlak1!a!C EPS I Ml nfl D J I , chest lr lYl-'rar wlliSJ 1200 Reed Cppcr Trtamed "iff ILVi I - j B3 ROCKER 45 Inch.. Long . f 1 5 1 ) , li! L l(B JiSlMfV ' . SU.OS yVUMi MUM HL. Iff UJ Only $5.98 WBnere tie Newer Things

Our new stock of the latest furniture styles and shapes offers a rare opportunity to give your home that coveted touch of elegance for little money. We have bought largely and wisely.

Solid Walnut ROCKER Upholstered in . Striped Velvet Seat. Cane Back, Very New Design, Worth $24.00 Now $19.20 SOLID MAH. ROCKER Cane Seat and Back Comfortable Different, but Very Pleasing in Design, Worth $18.00 Now $14.40

We have made our profit in the buying. We can give you furniture much nearer to the usual wholesale price than we have ever been able to do before.

Chairs, for Instance Nothing like having cozy, comfortable chairs around the fiouse if they're good ones. Some upholstered chairs are not what tYmy seem. The beauty of them is in the outside appearance, but the business part of them, like the works in a watch, is inside, and not always understood by those who buy them. We see to all this. Your only care Is in choosing to please your taste.

BLACK WALNUT CHAIR William and Mary Design, Fancy Hair Cloth Seat, Cane Back, ' Very Pleasing Worth $1S Now $12.00 FUMED OAK Winged Back ROCKER. Cane Seat and Back, - Something' New and Dlf. ferent' Reg. $19 Value Now $15.20

SPECIAL $85 Turkish Davenport, 82 in. long upholstered In tapestry, luxurious springs, August Sale price

$75.00 Turkish Davenport ... . .$59.75 $85.00 Turkish Tapestry Davenport $68.00 $1 10.00 Turkish Leather Davenport . . . .$88.00 $1 10.00 Turkish Velvet Davenport.,. . . .$88.00

SPECIAL Mahogany Davenport Seat, 74 In. long, upholstered in genuine morocco leather worth $59; "August Sale price

$60.00 mp: 1 $44.00

TURKISH ROCKERS

$27.50 for. $29.75 for.

Rockers $22.00 Rockers $23.75

$33.00 Rockers for.. $26.40 $50.00 Rockers for.. $40.00

Our Upholstered Furniture You can cut open and examine any stuffed furnfiure you get here. You'll find it is made just as we say. If we say it is stuffed with hair, you'll find hair, not moss or excelsior. The frame will be strong, made fox wear as well as for ornament. It will be worth every dollar you pay for it. It will give immense satisfaction, and if it ever wears out, you'll come back for a duplicate of it.

TURKISH CHAIRS

$25.00 for.. $33.00 for.. $35.00 for..

Chairs $19.75 Chairs $26.40 Chairs $28.00

$60.00 Chairs tor.. $48.00

BUFFETS $24.00 Buffets. $19.00 $35.00 Buffets. $28.00 $48.00 Buffets $38.40 $65.00 Buffets $52.00

TABLES $16.50 Tables $13.20 $23.00 Tables $18.40 355.00 Tables $44.10 $55.00 Tables $44.10

CHAIRS $2.00 Chairs.. $1.60 $4.00 Chairs. . $3.20 $5.00 Chairs.. ..$4.00 $7.50 Chairs $6.00

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About 25 Pieces of Reed and Fibre Living Room Pieces 3 to

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The Secret o! Comfort To make your home a HOME is easy, and costs very little if you get into the right store. We can furnish every room from kitchen to parlor with good, reliable furniture, and at prices that will surprise you if you've never been here before. If anything is bought here which doesn't wear well, we'll thank you for telling us. It is our intention to live up to our advertisements in spirit and in letter.

ONE MAHOGANY BUFFET 43 Inch top. 14x 42 plate mirror; value $49.75; August Sale Price $36.00

100 Piece BLUEBIRD DINNER SET Only $15.00

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$85.00 TURKISH DAVENPORT 82 Inches Long . Upholstered in Tapestry, $60.00