Life, 1912-10-31 · page 3 of 44
Life — October 31, 1912 — page 3: what you’re looking at
What you’re looking at
This page is **entirely an advertisement**, not satirical content or a cartoon. It's a formal testimonial for Theodore B. Starr, Inc., a luxury jewelry and goods retailer located at 5th Avenue and 47th Street in New York. The ad reproduces an endorsement document dated February 15, 1862, signed by eight prominent mercantile firms (Read, Taylor & Co.; Peckham, Merrill, Fitch & Co.; and others). These businesses vouch for Theodore B. Starr's integrity and reliability in selling precious stones, jewelry, silverware, and other luxury goods. The advertisement emphasizes that the business has thrived for fifty years by maintaining the founder's original commitment to quality merchandise and customer faith—a pitch emphasizing reliability and established reputation to appeal to wealthy consumers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
THEODORE B. STARR, INC. LOUIS MORRIS STARR, President HOWARD WHITE STARR, Vice President A Document of 1862 a UR intimate acquaintance during many years past with Mr. Theodore B. Starr, and our perfect con- fidence in his integrity, faithfulness and business ex- perience induce us to cordially recommend his services to all who may want any goods in his line of business.” (Signed) Read, Taylor & Co. Peckham, Merrill, Fitch & Co. Arthur Rumrill & Co. Randel & Baremore February 15th, 1862. Among the many persons, who to- day know and depend on the relia- bility of this house, there are few who remember the first public announcement of its founder, Mr. Theodore B. Starr. In substance, that announcement stated that the satisfactory selection and purchase of precious stones, jewelry and silverware, on the part of the buyer, called for integrity, faithfulness and experience on the part of the seller. In the latter capac- Sackett, Davis & Co. Ve J. Magnin, Guerdin & Co. Freeman & Ryer Schuyler, Hartley & Graham ity Mr. Starr offered his services to the public, and printed in substantia- tion the endorsement of eight of the most prominent houses of the day. It is that endorsement which we have reproduced above. In the fifty years that have elapsed, the business then founded has grown to greatness—due entirely to the strictest maintenance of its founder's policy, which was and is to deal in reliable merchandise and to keep faith with every customer. DIAMONDS AND PEARLS OF EXCEPTIONAL QUALITY JEWELRY CLOCKS BRONZES WATCHES STATIONERY LEATHER GOODS SILVERWARE 5TH AVENUE AND 47TH STREET NEW YORK comicbooks.com.