The Wichita daily eagle. [volume] (Wichita, Kan.) 1890-1906, 1896-10-27
LOOKED LIKE FARMLAND
What . Reporter for the Eagle Saw In His
Rounds Last Night

Rounds Last Night.
/ Hundreds after hundreds of ladies,
the fairest and brightest in all Wichi-
IA, thronged the mammoth dry goods
store Of J. j. Mcnamara & Co, last
night. The occasion was the annual
winter opening OF that popular concern.
Promptly at 1870 o'clock the curtains
of the great windows We're drawn up,
the doors were thrown open and grand
scene burst into view simultaneously
with the inspiring tunes of Prof. Blume' 8
orchestra. A stream Of fair feminity
surged into the great double building
and in less than a minute every room
on the two floors was crowded. Ad-
miration sparkled in every ladies' eye
as she beheld the pretty things draped
and arrayed before her. The visitors
again sung the praises of the great dry
goods house which is built one might
sayy, on three simple business ideas. 1t
is well known that Mr.. Mcnamara has
built up his immense trade in Wichita
and the southwest on three principles.
The first of these is that he believes in
always having the latest and best. The
next is that he believes in absolute fair
treatment, and 1t is said of him that in
all his business career in Wichita he
has never lost a customer. His next
great principle Is that he tells the people
through the Eagle what he has got. In
advertising he does not exaggerate Be-
ing a very modest and conservative gen.
tleman IN everything he simply tells
the people what he has to SELL and when
they come to his store they find that
- LII.
AT present he is enjoying a remarkable
business-remarkab BILE for its volume
and in telling a reporter why he has
such splendid busienss, he explained
its operation on the above principle. The
ladies of the west, on the aggregate,
are probably the brightest ladies in the
world, They read their magazines and
fashion journals. Mr.. Mcnamara knows
this. He knows that he could not de-
ceive them if ne was so inclined and
the consequence is he buys the latest
in everything. Early in his business
career he learned this great trade secret
and he has always followed it. 1t is a
three times winner. Another idea fol-
lowed by him is the great idea of cour-
tesy. No matter how humble a woman
may seem 10 be, when she enters Mr..
McNamara's store she stands on an
equal with every other woman and they
are as good as any customers on earth.
In the city of Paris you cannot find
more genial and polite corps OF sales
men and salesladies than in Mr.. McNam-
ara's store. They ought TO be. Mr..
Mcnamara himself set them the ex-
ample.
But to return to the opening last night:
the entire house was blaze of electric
light mellowed by shades Of various
colOrs, Some eighty odd palms adorn-
ed the place 3 we'll as an equal number
OF chrysanthamums. Upon entering the
south door the eye was GREETED by a be-
wlldering array of dress fabrics includ-
ing the latest Paris novelties rarely
seen except in the metropolitan fashion
centers, These included rich brocades,
printed warp silks, novelties in satins,
corduroys OF all varieties and colors,
Russian nets, spangled laces. and figur-
ed chiffons. The variety OF beautiful
things is simply wonderful. In the cloak
room everybody expressed admiration.
The millinery department looked like a
nook in fairyland. 1t was the most com
plete millinery department the reporter
for the Eagle had ever seen. II was
the most facinating place he visited and
II is unnecessary to say that he fingered
there. While the linen department Is
less attractive 10 the eye il is one of the
most complete linen departments in the
west. Some very rare weaves in da-
masks. towels, spaehtels and Batter
burgs were noticed. 1t lacked no pro-
duct OF the weavers' art.
The lace department. was really a rev.
elation and how such a stock can be
sustained prfitably in Wichita is a
mystery that no one but such a splen-
did business man as Mr. Mcnamara can
fathom. II contained rare bits of en-
broideries. handsome BolerO jackets
and all the very latest fads in dress
The upholStry and carpet
department is very complete One OF
the pretty departments upstairs is that
devoted 70 plain and decorated imported
Chinaware from the famous kilns OF
Vienna, Austria and Haviland, France. |
The designs seen there elected exclama,
tons Of pretty enthusiasm. from Wichita !
ladies who are noted for their superb /
housekeep This little department,
would be a source OF great delight 10 I
any happy young couple who misht wish I
to spend an hour OF their precious honey /
moon there.
Mr. MCNAMARA Is 10 be congratulated /
IN his great success and the people Of /