Evening journal. [volume] (Wilmington, Del.) 1888-1932, 1916-11-01

Following alterations that have been
in progress for a month in the Market
street end OF the Queen Theatre
Building, the Castelberg National
Jewelry Company opened a fine new
store there last night The opening
was in the form Of a reception to the
public. and all the evening the place
was crowded with young and old,
eager to inspect the new business
house which has taken its place along
with the other industrial centers on
Market street. Polite statesmen escort
ed visitors about and an orchestra
rendered a pleasing program Of must
cal selections. but nothing was sold
Outside and in the store is metro
politan in every respect. The artis-
tic electric lighting effects in the
show windows are calculated to draw
the attention OF ever passer-by. The
northern window, its display behind
bars, was ablaze with diamonds and
/ jewelry, in which the company spe-
| cializes Another window showed a
]
! window was given over to a rich dis
/ play Of bric-abrac and cut glass.
Upon entering the store, the watch
repairing department. in charge of an
/ expert, is 10 the right. while TO the
I left is seen a curtained room where
customers who desire to be waited
upon in private may be served. A
/ large horseshoe-like counter fitted
with show cases filled with everything
beautiful in the way of jewelry faces
the entrance.
Rings, a la solitaire. of every con-
ceivable setting and from small and
lower-priced stones to big chaps. fair
! ly radiating light. double and triple
stones, dinner rings. brooches, pins.
lavallieres. necklaces glowed and
twinkled on their velvet beds. And TO
add TO the display flowers banked and
strewed the walls and cases and gave
forth their perfume.
Back Of the store proper are the
Offices The furniture and woodwork
throughout the store is of mahogany
set off by rich velour hangings.
In the rear is a mezzanine floor
which is fitted up as an optical de-
partment. The lighting fixtures
/ throughout are effective. Glazed
bulbs are used and give a soft lighting
effect to the whole room.
The Castelberg National Jewelry
Company. with headquarters in Wash
ington and Baltimore, is opening
/ branch stores all over the country,
the store in Wilmington being the
twelfth that it has opened in the last
six months.
The late Jacob Castelberg opened
the first store in Baltiomre half a
century ago. In 1898 the firm adopted
| the present name. They were the
originators Of new business idea
| known as personal credit" This
principle has become the largest sin
gle factor in the bushes.
Joseph Castelberg, the present head
Of the business, has put forth all his
efforts toward perfecting the credit
idea. Since he was senior member OF
the firm in 1913 he has been establish
ing agencies in every town of thou
sand inhabitants and over in Mary.
land. Virginia and West Virginia, anC
among the stores he has opened may
he mentioned those in New York
Washington, Norfolk, Wilmington
Richmond. Detroit, Cambridge ant
Alexandria. II is interesting to mote
that Mr.. Castelberg chose Wilmington
from six other cities that were undel
consideration as prospective cities fol
the twelve Castelberg stores. He hai
stated that he will do all he can Il
further the interests OF this city.
Aaron Levitt, the manager Of the ne'
store, is one Of the firms most value
employees and has Oeen a member OF th
Casteiberg forces for number OF year
Mr.. Levitt came here about four month
ago and while seeking TO find Location
for the establishment took small quar-
ters in the Ford building
Mr.. Levitt is a young man, but h
possesses business character OF the mos
energetic sort, is a keen observer ant
reader of humanity and has extraordi
nary social gifts in winning and keepinl
friends. Hsfs regarded as being speci
elly qualified TO manage such a large ant
important business as the Wilmington
Castelberg store will be, and this largel.
through his magnetic personality.
Mr.. Levitt's family is now in Balti
more but he intends TO bring his house
hold 10 this city as soon as he finds th