The daily Gate City. [volume] (Keokuk, Iowa) 1855-1916, 1912-10-27
About Sterling Silver.

Xar6 not cAPSoAAAo p ~ 49, ~|S't ~ /
Mi are simply telling some =
D,o,n facts about the various =
Zines that we describe that are =
- value to the prospective buy =
a. The jewelry business is diff =
terent from any other business =
Z that the customer is SO en- =
.,rely ignorant of the merchan- =
disc that they are buying and =
mist have implicit confidence =
Il the jeweler with whom hey =
daal The retailer on he other =
hand must place similar con- =
sdence in the manufacturer. =
mich OF the apparent fake" in I'll
the icwelry business is not de- -
s,re to be dishonest on the part ~
q the dealer but rather a case -
- misplaced confidence. 1t is =
surprising how little the real =
c,,ality of an article Is distin- .
srishable on the outside. Price .
has been such an element in =
h,s,ness in recent year, that =
many manufacturers have sprung -
IN Offering the NEST alluring =
yalues and whose product looks .
ane on the outside but which .
has no wearing quality at all. .
| + costs more to manufacture to- =
4 day than ever and yet in the =
;ewelry lines there seems to be .
continuous reduction Of price. =.
i stands to reason that there =
mist be similar lowering of .
quality.
when you buy sterling silver =
ware your first consideration is =
naturally the pattern and the .
weight of the goods and the .
nroportionate price. This is =
rightly factor to be consid- =
cred. but alcng with it is work =
manship. First, the real artis- .
tic merit of the design, the ac- .
curacy with which the die is =
cut, the condition of the dies .
chat is-are they constantly re- .
cut to keep the outline sharp, =
or are they neglected), the fin q
ish. and above all the treatment p
Of the metal. The mere mark .
sterling does not assure ali these =
things. and willie some Of them .
are easily seen some will only .
develop in use. Take sor in .
stance the treatment CT the sill =
yer before and during the pro =
cess of manufacture. Silver like =
all metal can be tempered or =
softened and the proper treatment =
Of silver is really profession. =
Take three forks Of equal weight =
end subject them to the same y
use. One not hardened enough =
will bend all out Of shape, che .
too hard is brittle and easily .
broken while the third properly .
hardened will retain its shape .
and give ten times the service =
of the other two. =
Now you would never be able =
ito distinguish any difference IN =
the new goods and to tell the =
truth we wouldn't either, but we .
knew what manufacturer can be .
depended upon and we take no 2
chances. About a year ago a =
small manufacturer brought out 9
almost an exact duplicate of one 9
Of the most popular patterns OF .
one of the cid reliable factories. .
Their price was nearly twenty Q
per cent less on the same weight =
goods, We bought few sample =
pieces and put them to test =
and the metal proved to be al .
most as soft as lead. Even 9
thought this was a heavy weight .
pattern there was no service at y
all in this new pattern on ac- .
count of it's softness. y
We might have bought this Z
new pattern and sold 1t in coed Z
faith and really have thought 4
that we were saving our custom Z
ers a good deal and in reality Z
would have been selling very 4
Inferior article. Don't think too 4
much about the price when you 4
buy something that you expect 4
to use all your life. We don't
mean to pay one more than an 4
other for the same thing but 4
don't let few dollars stand in 4
the way of getting something
good. We sell only the silver of 4
manufacturers who have proven 4
their dependability and we sell 4
all standard patterns at the very 4
lowest prices. We invite COM I
parison of prices and only ask 4
that you consider quality al well.
Another thing that is certainly
consideration is the superiority
81 our engraving. A most beau
tful pattern can be spoiled by
poor engraving and our engrav-
ing Is worthy of the best pattern.
At the present time we have six
Patterns in stock complete and
nave samples Of nearly all the
most popular standard patterns.
We will gladly show you the diff
terent patterns and submit prices
and you should feel no obligation :
70 buy. everyone likes nice :
sllyerWare and If Won don't feel