AT YOUR RESIDENCE rinn— Miiaii bf lira. P. D. Gray PERLMUTTERS' NEW STORE WITH ITS TWO BIG SHOW WINDOWS THE new Newark Avenue is about to be ftill further beautified by one of the fineat atore buildings in New Jersey, and plans for the building have just been completed by Architects John T. Rowland. Jr., and Frank Enrich. Jr. Harry and Joseph Perlmntter. two young men who have accofllplished much in retail merch- andising in Jersey City by their novel and up-to-date methods, will build this magnificent structure at 17s and 177 Newark Avenue, between Barrow Street and Jersey Avenue, and direct- ly opposite the new Keith-Proctor Theatre, itself a splendid building. The new building, which will have a frontage of 50 feet and a uniform depth of 136 feet, will be three stories high, with an exceptionally deep basement, and will have an orna- mental front of raised terra cotta brick, which will be very unique and in itself attract attention to the build- ing. This terra cotta front will be further ornamented by colored trim- mings, likewise of terra cotta. and constituting a form of decoration that is now being used very extensively in the large New York buildings. The interior of the building will be fitted up in the most approved and modem man- ner, and every feature for the comfort of the shopper that mpdem ingenuity can devise will be introduced in the big building. No expense will be spared in either the fixtures or the furnishings, and from basement to loft there will be noth- ing that is not the equal, if not the supe- rior, of any New York store. Further than this, there will not be a post in the building— a feature that will be greatly appreciated by the shoppers, who are forced to dodge these obstacles in other stores. There will be two large elevators from the top to the bottom of the building, and the whole structure will be brilliantly lighted by electricity. There are many features that have not as yet been made known that will come as a 'surprise to^the OCTOBER. 19Q7 shopping public, but there is no Jioubt of the fact that the store will surpass any- thing in the State, and that the coming business block of Newark Avenue will receive its most valuable addition with this building. The reputation of the Perlmutter store, which was started in 1869. and since then has been one of the leaders in its line hi the State, is such as to insure the public that they are about to have a shopping em- porium here that will compel them to patronize home trade, and induce many who are now going to New York for their shopping to remain at home and buy their goods here. The motto that the Perl- mutter store has adopted. " If we show it, it's right." will be as apt as ever in the new store which will be built in so short a time on the new site. 1

AI-modernized reading of the original text

AT YOUR RESIDENCE Dinner served by Mrs. P. D. Gray PERLMUTTERS' NEW STORE WITH ITS TWO BIG SHOW WINDOWS THE new Newark Avenue is about to be full further beautified by one of the finest store buildings in New Jersey, and plans for the building have just been completed by Architects John T. Rowland. Jr., and Frank Enrich. Jr. Harry and Joseph Perlmutter. two young men who have accomplished much in retail merchandising in Jersey City by their novel and up-to-date methods, will build this magnificent structure at 17s and 177 Newark Avenue, between Barrow Street and Jersey Avenue, and directly opposite the new Keith-Proctor Theatre, itself a splendid building. The new building, which will have a frontage of 50 feet and a uniform depth of 136 feet, will be three stories high, with an exceptionally deep basement, and will have an ornamental front of raised terra cotta brick, which will be very unique and in itself attract attention to the building. This terra cotta front will be further ornamented by colored trimmings, likewise of terra cotta. and constituting a form of decoration that is now being used very extensively in the large New York buildings. The interior of the building will be fitted up in the most approved and modem manner, and every feature for the comfort of the shopper that modern ingenuity can devise will be introduced in the big building. No expense will be spared in either the fixtures or the furnishings, and from basement to loft there will be nothing that is not the equal, if not the superior, of any New York store. Further than this, there will not be a post in the building— a feature that will be greatly appreciated by the shoppers, who are forced to dodge these obstacles in other stores. There will be two large elevators from the top to the bottom of the building, and the whole structure will be brilliantly lighted by electricity. There are many features that have not as yet been made known that will come as a 'surprise to the OCTOBER. 19Q7 shopping public, but There is no doubt of the fact that the store will surpass anything in the State, and that the coming business block of Newark Avenue will receive its most valuable addition with this building. The reputation of the Perlmutter store, which was started in 1869. and since then has been one of the leaders in its line hi the State, is such as to insure the public that they are about to have a shopping emporium here that will compel them to patronize home trade, and induce many who are now going to New York for their shopping to remain at home and buy their goods here. The motto that the Perlmutter store has adopted. " If we show it, it's right." will be as apt as ever in the new store which will be built in so short a time on the new site.

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