Every once in a while, something unexpected and totally charming arrives in the mail. Such was the case when a Christmas card we received had something extra inside, besides a lovely greeting. The envelope was rather lumpy so I could not imagine what might be enclosed. The dear friend who sent the card has a generosity of spirit which is an inspiration to me. She is so thoughtful and ever mindful of the passions and interests of her friends. So when I opened the card and a very large size matchbook fell out, I knew she had once again given me something very special and very apropos. (Thank you, Nancy C.!)
This was no ordinary matchbook!
“Blazing fashions” –“Larry’s world famous dresses! 10,000 dresses to tell your friends about…at cut prices.” If I had to assign a particular year to this little gem, I would say 1957, based on the styles, hem lengths, and hairdos on display in the drawing. Certainly it is from the final half of the decade of the 1950s.
The back of the matchbook gives a nostalgic glimpse into the constraints of shopping hours during that time in history. “Get here by 2:30 P. M. to be waited on” and “Closed Sunday.”
I can just imagine some of the dresses, coats and suits available for purchase. This is especially enticing when you look at the list of brands carried by Larry’s:
Many of these fashion houses/designers I recognize, others I do not. Some of the notable brands are: Nini Ricci, Adele Simpson, Donald Brooks, Nettie Rosenstein, McMullen, Davidow, Mr. Mort, Herbert Sondheim, Nantucket Naturals, Kasper, Norman Norell, Christian Dior (New York), Oleg Cassini’s, Teal Traina, H. B. Wragge, Ann Fogerty. Some of the names are hidden beneath the match sticks (which are a good 3“ in length). Also hidden is a coupon to cut out and mail in and request the following: “Please Notify Me When Your Private Sale Begins.” Also mentioned is the fact that Larry’s is “Air Conditioned for Comfort” and “All Sales Are Final.”
A number of the fashion houses/designers listed also designed for Vogue Patterns during that time period, such as Nini Ricci, Christian Dior, and Teal Traina. And I would suspect that many of Larry’s customers were also women who sewed for themselves, as so many fashionable ladies did. I also suspect that Larry’s did a booming business during the holiday season – Christmas and New Year’s – when dressing up was de rigueur. So many stories reside in this little vintage piece, to remind us all that, although much has changed, fashion and dressing well is timeless.
Also timeless is this beautiful and sacred Christmas season. It is a magical time, filled with wonder and awe, a time when the generosity of spirit is abundant and enhanced by kindness and love. May your holiday be filled with such beauties and with the love and companionship of dear friends and family. All the best to you from me!