The Detroit times., 1914-09-08
FINE new STORE
ADDED TO CITY'S
RETAIL SECTION
New Ettlinger House, in Gratiot-
ave-, Opens Doors to the
Public
MAKES SPECIALITY OF
BARGAINS FOR WOMEN
Dazzling Display of Latest Fall
Styles Offered For Inspec-
y, ton of Miladi

Added to Detroit's ever-growing.
modern and progressive shopping dis
ttrfct- the new Ettiingef- stefe,- Ia
the Liggett building, which opened
Tits doors to the public Saturday. The
Ettlinger store will cater entirely TO
women and misses, with merchandise
that represents the very latest fash
ions. In suits, coats, wraps, skirts.
furs. afternoon gowns, dancing frocks.
petticoats, waists, and millinery.
The new store Ii ideally located at
No. 1920 Gratiot-ave., at the. corner
of Farmer-st, and with Woodward
ave. . few steps to the west. II Is In
the very heart Of the shopping dis
trict. The Liggett building. recently
erected, Is modern In every respect
and the quarters provided for the
Ettlinger store are most attractive
and desirable.
Particularly fine display windows
surround the ground door entrance,
and the new Arm intends to make q
special feature OF attractive window
dressing. showing the up-to-the-mo-
ment modes In suits, dresses, blouses
and hats. The ground floor OF the
store 10 devoted 10 waists. petticoats
and millinery, and the second moor
to the suits and gowns. For the pres
emit the upper floors OF the building
viii not be used by the Ettltnger
company, although they hold lease
for them. Later special display Will
be made Of furs, TO which department
the third floor Of the building Will
probably be devoted.
For the opening Of the doors, the
friends and business well-wishers OF
the new store sent floral tokens OF
good luck In great quantities. and the
brilliant flowers We'd with the gay col
ors of the seasons styles, which seem
determined to be just as bright and
gorgeous as the tints Of blooms In an
autumn garden, probably to onset any
possible gloom reaching to America
from the European war storm.
To Judge by the fashionable frocks
displayed In the Ettlinger store, mi
ladi will 60 tripping along the boule-
wards, In the gayest OF raiment this
fall and winter, no matter how de-
murely simple may have been her
costumes heretofore. While black.
brown. blue. gray and other so-called
quiet" shades are shown In tailored
gowns and dressy frocks, all have
dash of the barbaric In vivid orange.
tango, tangerine, blues, green's, reds
and yellows, as developed In the
fluffy chiffon and soft satin blousee,
or IN the various combinations OF tex
lures and tints OF which the fashion
able gown Is made. There seems to
be q vsritable craze among women
folk for color this season. The true
feminine trait for following unexpect-
ed lines, however, is shown In the
fact that the all-black hat Of plain
velvet II the favorite Of the year and
its somberness win top the brilliant
plumage Of nine out Of every 10 wom-
en- during the fall season Of 1914.
The hats are small. medium and
large; rest fat on the head with soft
ly dropping lines, or tower In the
air with aggressive plumes and feath-
ers like the helmet OF huxzar; all
Of which means that every style that
IL becoming is>fashionable, and no
one need to fear being >called
"freak," for the freakier the >head-
gear, the smarter II seems to be
labeled by those who claim to know.
In the Ettlinger store the aim will
be to cater particularly to the women
with the medium-sized pocketbook.
The price tags will represent lot for
the money, In quality. style and gen.
eral worth. All Of the merchandise
is new and represents every style va
Ration OF the best American produc-
ers OF women's ready-towear gar
ments.
The store has attractive, modern
fixtures of mahogany, with walls tint
ed in old ivory. providing plenty Of
light. and an effective background for
| the display Of goods.