Evening journal., 1916-11-29
Caldwell & co. jewellers
IN SPLENDID new STORE

In the early years OF the nineteenth
century young matchmaker opened
little shop at No. 1873 Chestnut street,
in Philadelphia lie was an industrious
Young man, highly skilled in his calling
and devoted TO am ideal That ideal was
quality. lie made that ideal the watch
word of his business lie determined TO
sell nothing but the best watches, clocks
and iewelrv the world could produce lie
hadn't much capital but he possessed in
teqritv and was able 20 establish valu-
able business connections with manu-
facturers and merchants at home and
abroad some of which have stood until
the present day.
Founded on industry, integrity and
oualitv. the modest little business flour
ished. lis steady growth necessitated
successive moves TO larger quarters at
Nos. l4O s22 and 9O2 Chestnut street.
And today. its steady growth in useful
ness and importance has compelled an
other move, this time 10 the Widener
Building. Chestnut, Juniper and south
Penn Square The modest little business
founded near the Delaware river so long
ago has become the most unique ana
wonderful ieweiry establishments in the
world that Of J. r. Caldwell & Co. And
the name Of its founder was James
Emott Caldwell.
There are but few business houses
which have carried tho same firm name
through three gcenrations as "a private
enterprise. During the long years OF MS
history this firm has never lost sight
off the ideal established by its founder
Supremc quality has ever been the ira
dition and aim of the house. Inc great
now establishment at Chestnut and Ju.
miner stands today as the triuon ol
this ideal-a monument TO fair dealing
and intelligent service Of which fmladel
phians may well feel proud
ONLY July 31st, the vast space in
the Widener Building now occupied
hy i r. Caldwell and Company was
emnty and unattractive The walls
were bare and the place was aDso-
lutelv without artistic interest. To-day
that unpromising space contains the
smartest iewelry establishment on the
face of the globe Today Messrs
j. E. Caldwell and Company are eN
tending their congratulations ant
! heartiest thanks to the artlsts @ @an'
artisans. who. with almost incredlDl'
inc Transformation.
The new store extends from Chest
nut street through Juniper to Soutl
Penn Square. II rs 81 rect Wiue ah'
% 200 feet deep There are nine iars
show windows on the four sides o
the store. The Chestnut street en-
5 trance Is most imposing lt IS oon
in Levanto marble and bronze afte
the style OF the Bank Of France
The Caldwell firm occupies the en-
tire first floor and part OF the sec
ond floor with their wonderfully com
= plete sales and display rooms. IN
balance Of the second floor is devote
TO the storage vaults. factories, en-
craving and polishing rooms, an
general Offices OF the firm.
\ The architecture Of the interior
n pure Regence, authoriatively worke
out TO the smallest detail. The pre-
vailing effect Of the interior is sul
gestive Of some great French chatea
ut OF the ancient regime.
in The spectator finds It difficult
rs regard this beautiful accomplishmel
ON OF art as commercial building Y
oh IL Is eminently practical and Is pr
We vided with every convenience Tor Il
display and selection OF goods al
do for the comfort of patrons which n
m man invention has conceived. TT
,st prevailing atmosphere Of the entil
establishment is that of well-bre
~, sincere hospitality which puts the vi
10 itor at once at ease and in propl
frametof mind TO enjoy the wonde
i. ful stocks that have been collect'
A from the four quarters of the glob