The Birmingham age-herald., 1924-03-16
FREEDMAN STORE l
 FllLOF THRILLS|
Birmingham's Newest Shop For Women Ready To. Open
 Monday Morning

Behind the imposing front of the newest building on Twentieth street, where windows were draped with drab canvas, a tireless band of workers Sat urday were fixing up a fairyland for Birmingham women.
 Salesgirls, decorators, electricians and carpenters worked in haste, under di- rection of Mrs. Augusta Friedman, to get everything in readiness for the open ing of Augusta Friedman's Shop Mon day. -~ s.se.s{ft
 \ The store will be formally opened to the public all day Monday from early in the morning till 10 o'clock at night. Mrs. Friedman extends an in gitation to everyone to come and ad- mire her beautiful new home...s
 The building. three-story brick and stone structure, has an attractive arr cade type entrance with 10 large in. dividual display windows. Other Bir- mingham merchants have admitted it was a monument to the city, it is said.
 Mrs. Friedman was not too busy to proudly escort the visitor around the new store and at once began talking about the French room on the second floor. Everything she said was modesty itself after one glance at the place. The French room was tastefully deco rated in blue and gold and ivory, with antique ivory and furnishings. Here, were being placed everything that wom- en could possibly wear-wraps, furs, dresses, coats and whatnot, purchased by Paul Miller, who has charge of mil. linery.
 Birmingham Made Fixtures
 All of the furnishings, decorations and fixtures were Birmingham products. bought from Birmingham dealers and manufacturers.
 The most interesting feature of the third floor was, the "beauty salon" 1" where milady can receive the best of at tention with the latest, most up-to- date and sanitary fixtures and appli- ances. The color scheme there, too, was blue and gold and ivory. The beauty salon" is not only declared to be the most modern and sanitary in the city, but also boasts of being the largest. Mrs. Olive Remond has charge.
 Coming down on the latest improved safety-type elevator, Mrs. Friedman stopped off at the balcony, where are located the clerical offices. From the balcony, there can be-had a magnificent view of the beautiful ground floor. The lower floor is devoted to toilet goods, perfumes, hosiery, jewelry, bags and negligee. The color scheme here is carried out with mulberry furniture and bronze trimmings.
 Realization Of Dream n
 The new Augusta Friedman Shop on Twentieth street, between Third and Fourth avenues, is the realization of a dream, which began eight, years ago, when the firm first opened a single of flee in the Jefferson County bank building, now The Age-Herald building. The shop was next moved to larger quarters at 403 Twentieth street, where it stayed for four years. Now it is moving into its new home with a greatly increased sales force and with the same idea of exclusiveness in styles for which it has become known. q"
 The building was constructed by the Charles W. Nall Building company, contractors. %The company completed the contract 15 days ahead of time to the qualification of Mrs. Friedman, who was so anxious to get settled in the new home.
 R. A. Mcleod 6 Co.,, did the plaster ing work of the walls, while the Evans Brothers Construction company built the fixtures for the French room on the second floor right here in Birmingham from the architects drawings. The Bir- mingham Paint and Glass company furnished the front of the store and in stalled the large glass display windows in the arcade.