The age-herald. [volume] (Birmingham, Ala.) 1897-1902, 1899-12-21

pies the store number 1910 FIRST ave-
nue., both floors. extending from ave-
nue. to alley. It's history is the story of
the most successful business house in
Birmingham. Started January, 1896,
its achievements, it will be seen, have
been the work of less than four years.
1t is record of which any man might
well be proud and Of the man any city
might be proud. With these facts mos
of the citizens of Birmingham are in
a general way familiar, but 1t is the
purpose of the News not only to REFER
in general terms 10 these facts, but
to give in illustrat ton and in words q
more particular account of this great
store. of the proprietor and those
who have contributed in their several
capacities to its success.
TO begin, it might be well to state
that Mr.. Collins came from Mississippi
to Birmingham in 1895, where he had
been n successful merchant ard had
accumulated considerable property. AT
ter looking carefully over the field in
Birmingham TO embark in business
here, he bought the stock OF the 81.
Pierre Shoe Company, which had been
Gn business in the store now occupied
by Mr.. Collins. Recognizing the csapor-
tunity which was offered for a Fir &
class shoe store. Mr.. Collins d -
himself into the task of supplying the
opaning With the judgment - years
of business life, he purchased stock
(which had To recommend lis quality,
adaptability to the wants of customers
and prices which had not before been
quoted. He used the newspapers lib
orally to tell the people of his goods
Thus the first seeds of the great bust
mess were sown and the size of the
stock grew and grew, keeping pace
with the growing demand. Such IS a
cough sketch of the first ysar of the
big shoe store in Birmingham. The
succeeding years are alike in achieve
ment and fulfii.mert of bright prom
Uses.
AS in peorle, so in business houses
There is an individuality which disiin
guishes them one from another. The
atmosphere of Collins is charged with
1.-THE spirit of fairness, which dominates
every transaction. From the begin
ming, satisfaction guaranteed; YOU
money back if you want it" was the
rule adhered to unsweryingly, unit
| Passing from the statement of facts
to description of the physical feat
lures of the store, the News calls at
.tention to the handsome cut here re
produced. 1t conveys Il faithful Idle;
of the exterior of the building, which
is situated in the heart of the retail
fcenter of the city The big sign, bear
ing in letters of gold the name Col
Hin, oyfan1ii10 tho Qnttra Widtl
of the building, can be seen from afar
'rhe large show windows of plate glas:
ion either side of the wide entrance are
lin breadth and depth miniature stores
Their mlrrored sides reflect the vas
display of shoes and increase the i'm
pression of great size. The arcade be
fore the entrance has tiled floor, il
(which Collins" is spelled.
The interior is thing of beauty
by day and "joy forever by night
1T is a paragon of arrangement. econ
somy of space and artistic effect bein:
accomplished at one and the same time
Three skylights at intervals of fort,
feet admit a flood of light by day. ant
four arc lights and 10 incandescen
lamps convert the store by night int
q brilliant effulgence of rich, warn
color.
Shelving reaching almost to the cei,
ing and extending down both sides o
the store from avenue to alley is filled
with shoes in cordons. The space be
tween is conveniently arranged will
settees and chairs. having a seating ca
pacity of 100. Midway of the store ant
Toward the rear is the office at a con
siderable elevation above the floor
nj with nf FIJI,
store Is had with the office by means
Of the cash and package carrier sys