The Birmingham age-herald. [volume] (Birmingham, Ala.) 1902-1950, 1906-03-22
IT WAS A GRAND
SPRING OPENING
LoVEMAN, JOSEPH G. LOEB HAVE
A MARVELLOUS DlSPLAY-DRESS
PARADE DAY AT THIS SUPERB
STORE.

The spring opening of Loveman, Joseph
& Loeb began yesterday and will con-
tinue today. Exposition day" is the way
the openings of this firm are now styled.
1t requires a comprehensive term to ex-
press the full significance of a dress
parade day at this superb store.
The success of the opening was even
more brilliant than in the past. Extern
sive improvements have been made, and
the appearance of the interior, particu-
larly ON the second floor, is entirely
changed. Some months ago the contract
for four magnificent elevators was let,
and they have been in operation for
few weeks They were built at cost of
struction The removal of the old eleva-
tors has given additional space to all
the floors and made a vast Improvement
in the general appearance of the store.
Among the recent changes in the ar
rangement of several of the departments
is in the Oriental department In order
to make room for the large stock which
is carried on the third floor, a magnfi-
cent display of rugs has been arranged
OF the first floor. Fifty thousand dollars
was expended recently in eastern rugs
alone. This department is in the rear
on the Third avenue side Some addi-
tional changes are yet to be made on the
first floor. The book department is to
be moved to the rear and the dress goods
will occupy the present book quarters
Haberdashery for men will be removed
to the quarters now used for dress goods
Changes will be made in the near future
that will affect every floor, and it is said
that the firm will expend 100000 in i'm
provements
The main changes on the second floor
have been made in the millinery and
ready to wear departments. They have
exchanged places to mutual advantage.
The entire floor presents a metropolitan
appearance. The decoration of the walls
and the hangings are effective and the
floor is covered with dark green velvet.
A large department which carried off
the honors yesterday is that devoted ex-
clusively to baby clothes. Mrs. Pitman,
formerly with the ready to wear depart
ment, is now the manager and buyer for
the baby department.. No expense has
been spared to make II complete and the
result has been to make ii the equal to
any of the exclusive stores n exclusive
Gotham. Nothing like it has ever been at
tempted in Birmingham. Every thing in
a baby's wardrobe has been thought Of
from the baby basket to the scales that
are now indispensable to weigh baby
at least once a week. Some of the baby
baskets are ornamented with blue for
get-me-nots. They are finished with soft
white materials, insetted with lace, and
daintiness and elegance are their chief
charm. The tiny dresses, exquisitely hand
made, have many little touches that make
them especially suited to the modern
baby whose wardrobe is carefully
selected as that of debutante. Besides
the long robes there are the silk socks
and many accessories completing the
most elaborate wardrobe The exquisite
handwork on all these garments, as well
as their individual style, attracted hum
dreds of women to this department.
Leading in interest was the display OF
hats Models from Felix, Virot, .Georgette
and Susanna Blum, and many other noted
houses were displayed. The high bandeaux
noticeable on the smartest hats were
seen on many of the models. Tuscan
straws, trimmed with plumes, arranged
as only Il French artist can do, were
shown, and the fine Neapolitan straws.
gorgeous with plumes, or finished with
the popular aigrette trimming, were adj
mired. The derby sailor is among the
smartest styles The crowns of them are
massed with roses and they are worn with
the fashionable tilt Picture hats are not