The San Francisco call., 1904-12-21
AN EXPOSITION OF
FURNITURE ART
Magnificent Wares Adorn Jos. Fred
ericks & Co.'S Magnificent
New Store

New Store.
What is more attractive than a new
store?-a store resplendent with rare and
beautiful wares and graced with that
indefnable beauty of architecture. char
acteristic Of the establishment of an en-
terprising merchant, who believes that
an elegant stock deserves an elegant set
ting.
When the doors of Joseph Fredericks
& Co.'S new establishment were opened
store and a stock of surprising beauty
were revealed to the public. From the
first floors resplendency of magnificent
woods and exquisite carvings to the top
most story's great collection of floor COW
erings and draperies there is beauty and
taste and elegance everywhere.
For over forty years the name of Fred
ericks has been associated with that
which is most worthy in all that per
tains to furniture and furnishings. And
so only those wares which are stamped
with merit and beauty are displayed in
this vast showhouSe of furniture art
AS you enter the building from Ellis
street the eye beholds magnificent col
lection Of dining room furniture involv-
ing all the different STYLES and periods.
SO tastefully arranged that the mere In
spect1on or so superior a stock is a
pleasure.
There are superb dining-room sets
some OF sturdy character. beautifully
carved; others simple in design and ar
tlstlc or execution in the most popular
nnishes. All the woods are represented
the quiet toned oaks, the elaborate ma
hogany and birdseye maple.
In the gallery you will find splendid
assortment of office furniture and chairs.
10 the business man or student this dis
play will be of unusual attractiveness.
offerfng as it does Nery complete line
OF the best office appurtenances. AS the
vlsltor journeys by elevator to the next
moor ne wonders what new charms await
him; and 1t may be safely asserted that
there is no assortment of bedroom fur
niture SO complete and beautiful as that
which occupies the second story of Fred
erlcks. everything there is meritorious
ana rashionable, ranging from the plain
to the most artistic
Next you find yourself marveIing at
the beauty of the draWing-room furni-
ture on the third floor. Not only are the
best modern ideas exemplified in this in
comparable collection. but the styles of
the dliterent periods are reproduced with
the mlnutest regard to detail.
The visitors first impression of the
fourth floor is vast area Of color for
mere is assembled the finest assortment
OF moor coverings in the city. From end
TO end or this great area are to be found
all the most beautiful specimens of the
InesI carpets and rugs gathered from
the dlnerent countries of the world.
Inc rug collection offers almost every
quality and make, from the gorgeously
intricate Oriental designs to the restful
toned rug of the American producer.
Last but not least are the draperies
and wall papers. Here are to be found
rare and beautiful styles
AS ono reviews his visit to this splen<
did store 1T seems difficult to compre-
hend how so much of the best work of
the world can be gathered under one roof.
Yet here is where the years of expert
ence and skill of this firm have reaped
ricn rewards. Tried and expert buyers
or every department have been through
out the world, searching for the things
which help to make the home beautiful
and attractive.
The people -of San Francisco and vi
cinity are indeed fortunate in having the
new store. ready for their Christmas
shopping, for more tasteful and varied
stock, particularly appropriate for gifts,
could not be imagined. It is desired by
Joseph Fredericks & Co. that every one
viii become acquainted with their new
store and its location, and for that end
a cordial invitation is extended to all to
visit and examine the new store at 81
to so Ellis street, near Market, where
every courtesy and attention will be
shown.