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JICTURE Lincoln, forty-three years ago, on May
first, 1886, when Charles H. Rudge and Jerry F.
Morris started a little store at I 30 South Eleventh Street
known as Rudge & Morris. It was then a typical prairie
town of about 20,000 people.
Modes of travel were slow -automobiles were unheard-of
Lincoln's first paved streets did not come
until 1 887, and then only cedar blocks were used. The
trolley was invented in 1887 and was not used in Lin
coln until some time later. Gas lights and the telephone
such as they were at that time, were in use in Lincoln
and in 1 892 electric lights were used for the first time,
as well as the typewriter, cash register and adding
machine.
Picture the small store of Rudge 6c Morris, which
boasted of but two departments hardware and a tin
shop. But even in 1 886, Charles Rudge and Jerry Mor
ris recognized the value of selling only quality merchan
dise a characteristic that through 43 years of progress
has been largely responsible for the growth of this store.
Picture the "Modern Woman" of 1886, with her cum
bersome costume the pinched-in waist the mam
moth bustle the tight-fitting pointed shoes the ridic
ulously over-balanced hat her flowing dress that re
quired yards and yards of material for making. She
was a frail being, much given to fainting and fatigue,
caused no doubt by the merciless torture of the fashions
of the day.
Picture the homes of Lincoln in ! 886 hardly any
convenineces were known then.There were no electric
buttons to press, which today have abolished the back
breaking toil of washing, cleaning and house-keeping in
general. There were no charming fashions in home
furnishings, which today are the pride and joy of every
house-wife.
Indeed, it is a far cry from 1886 to 1929, and we pride
ourselves in being pioneers.
V W7e Begin Our
Forty-third Birthday Sale
Wednesday, May First
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E of Lincoln are proud of our city today. No com
munity in the nation has higher ideals or can be
more justly proud of its achievements. Lincoln in 43
years has increased its population four-fold and its slo
gan of a "New Sky-Line Every Morning" has come to
mean more than just a saying. Lincoln is a city of beau
tiful homes and a city of youth as good educational
advantages are offered here as anywhere in the country.
We view, with pardonable pride, the vast progress this
store has made in the past 43 years. 43 years that have
brought a constantly increasing patronage that caused
us to several times seek larger quarters. 43 years of never-ending
change changes that lifted the woman of
1 886 to the high plane of fashion. Today, fashion weaves
a spell of beauty for her adoration. Her every whim is
met indeed, anticipated.
No longer is she the tortured victim of hideous styles.
Today she chooses a costume for each occasion cos
tumes that enhance her natural beauty and poise. Fash
ions in the home, too, have undergone tremendous
changes in the past 43 years. Modern conveniences are
taken for granted and beauty is the thing most sought
after. Furniture has ceased to be upholstered lumber
it must have beauty in every line and finish.
To assure our patrons fashion-rightness and quality in
the things they seek Rudge & Guenzel Company has
joined hands with thirty of the smartest stores through
out the nation. Stores who for the most part have be
come institutions, through long years of service to their
various communities. This organization was formed to
help you enjoy the utmost in Fashion, Quality and Ser
vice. Make this store your store.
For Full Particulars of Our
Forty-third Birthday Sale
See Tuesdays Papers
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