Evening sentinel, Wednesday, September 28, 1910 · page 6

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Here it stands—complete at last; awaiting only the final
instructions to the salesforce and the last touches to the mer—
chandisé before its doors open.

it is the realization of five years of planning. based on
sixty-eight years of aetual or inherited experience. We be-
gan todream of a store like this twenty or thirty years ago.
Bylittle and little our ideals have taken form. Five years
ago we began to put them on paper. Two years ago we
secured the siteifor the building. A year ago .all that we .
held dre; ed. hoped for and planned began to exist in stone i
adders: and wood. .

And now‘it is finished!

Our feeling was we near the culmination of our preparations

to kneel reliefw-hot at all of anxiety. We are glad that the
WJ’k‘of getting ready is over. -We have no fear a, as to the
results: for we‘know that the work has been well done.

.~ ; We believe that we have as fine a store as can be built;
perhaps as fine a store as will ever be built. This is not
alonéour own'opinion-éjudges free from our prejudice tell us
We Not that we claim great outward or architectural beauty:
the building is simple and plain: some critics may say severely
attire. But” let them reserve their judgment until they see
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Realization of an Ideal

We have wasted no money in SHOW. There is no
tawdry elaboration anywhere-«as little inside as outwardly.
The beauty of New York's new store is the beauty of simple
elegance. harmony of proportion. excellence of arrangement.
For all it is so big. you will find it singularly cozy and comfort-

able. For all its superb appointments you will find it charm-
ingly homclike and restful. There is no cold grandeur about
Gimbels.

But. after all. the point of real importance is not how fine
a store this is. but how good’ a store it is to be. Since the
announcement of our coming to New York there has been
some curiosity as to who we are and what we intend to do.

The curiosity is natural. proper and gratifying. The time
has come to satisfy fully and frankly. The store itself. will
open September 20th. After that day you can best judge
us by our goods and our service. But from day to day until
then the New York papers will tell something about this store.
of the principles it stands for. and the ideals and traditions
that control it. '

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