El Paso Times from El Paso, Texas • 22

Wednesday. August 31, 1949 Page 2-A Dial 2-1662 Dial 21662 EL PASO TIMES El Paso's HOME Newspaper New American Furniture Co. Opening To Culminate Years Of Planning 3 i Duke To Cut Tape During Ceremonies 5 A 1' yr, 1 'fi "TT iniiwiiiiw -s Years of planning and designing and many months of actual building culminate Thursday when Mayor Dan Duke cuts the tape, to throw wide the doors of the new, greater American Furniture Co. Tor the ensuing three days, the American Furniture Co. staff and members of the firm will play host to the people of El Paso and surrounding area.

The grand opening of. this fabulous building is an event awaited with much interest throughout the Southwest. For this modern, eight-story structure stands in vivid contrast to the tiny frame building in which the company began in 19r2. its founder, Joseph B. Blaugrund, had then been a resident of El Paso for only four years aa immigrant boy, just recently come from Aus liillpliii ALBERT A.

BIEL Assistant Secretary-Treasurer MORTON BLAUGRUND Treasurer mmm MAURICE BLAUGRUND Secretary J. B. Blaugrund, Who Came To U.S. MM tria-Hungary. As soon as he ob tained his United States citizenship, In 1905, Opened First Store In 1912 Blaugrund opened a business for A A J- llililill himself.

Furniture Dealers Association and each time he more than doubled a member of the Knights of Colum He established the American Furniture Co. Aug. 1, 1912, at 317 East space. Today Joseph B. Blaugrund is one Truth is often stranger than fiction and the life history of J.

B. Blaugrund, the founder of the Am-ericar Furniture Co. in El Paso, is bus. Overland Street. It covered only 1200 square feet, an area that took Opening new greater American of El Paso's first citizens.

In spite stores is old stuff to Biel. He says of his very active direction of the less space than on of the display a chronicle which would put Horatio Alger In the shade. American he knows everything of the opening 20 years ago: "I simply got married and went on a that goes on almost down to the windows in the new greater American. But the small store was initiated by a man who was interest honeymoon while the shift was. be last detail he is also prominent in J.

B. BLAUGRUND President, American Furniture Co. ARTHUR BLAUGRUND Vice-President American Furniture Co. ing made. This time, however, it'a ed in serving the thrifty buyer, civic enterprises, local, state and national.

He is a World War I veteran and a back-breaking, nerve-racking job. But the new store is worth the work of moving." floors is made in one of two auto premise upon which Blaugrund counts much of his present success. in spite of the fact matic, rapid passenger elevators, served on the local OPA Board in It is the story of a young boy from Austria-Hungary who landed in New York City in 1905 with 62 cents in his pocket to face strange people, strange customs, strange tongues. He worked for nickels, saved pennies. Native intelligence, ambition and thrift combined to launch him in a small furniture store of his own in El Paso in 1912.

Customer acceptance forced him to ing of this fine store in El Paso the American Furniture Co. has continued to grow. Now it occupies one of the largest buildings of its kind in the nation. The nearest stores comparable are in Los An These modern elevators rise at a rate of 400 feet per minute. As each that they enjoy the luxuries of life, are thrifty Blaugrund said, Colorado Visitors Like To Come Back Denver.

(UP) Better than one "Thrift, hard work and ambition have built this whole country and floor is approached, electric signs flash inside the elevators, signaling the merchandise to be found on that floor. This is the first installation geles, TJenver and Houston. any man with those qualifications can make a success of his own busi World War IL He is a past director of El Paso Chamber of Commerce, a member of the Retail Council of Texas, a group composed of 13 state retail organizations, member of El Paso Kiwanis Club, and in 1948 was elected Ail-American Merchant by the Cavalier-Award Committee of the National Furniture Association. He always has been Interested The new, greater American is in out of three out-of-state visitors to of its kind in Texas. the heart of downtown El Paso, lo ness.

Colorado make return trips to the egant Guild Galleries. Here youH find settings that are gracious backgrounds for your hospitality, the irresistible charm of fine furniture, from the demurely elegant to the suave modern, artistry of the most noted furniture craftsmen. You'll be delighted wiMi the fashionable suite displays, the Intermingling of harmonious pieces that makes a room warmhearted and completely ORIGINAL DESIGNS All display designs on the sixth, or Modern Floor are entirely original and in keeping with the modern merchandise. Beauty, harmony move to larger quarters eight times to highlight pieces of merchandise. "Everything for the home" is the slogan of the new, greater American Furniture Co.

Every type merchandise, every well-known brand is displayed to the best possible advantage for the convenience of the thrifty buyer." Nothing has been left undone to make every purchase of home furniture and appliances a truly enjoyable experience. There are dream rooms come true displayed on every floor. Every corner of this beautiful new building is designed to offer helpful suggestions, to demonstrate ways to combine economical buying with smart beauty and sparkling decora cated at Oregon and Texas Streets. tin 1913 American Furniture Mile High- State. On the second floor the general offices take up a portion of the pace.

The rest is devoted to dis Unique in design, the new building Co. had expanded to such an ex The Colorado Resources Devel is a real credit to this city. Archi opment Council, questioned a tent that a move was necessary. The next site of the store was 311 East plays of lamps, luggage and pic tecturally speaking, it is an achieve cross-section of tourists in Colorado during 1948. Comprising 37.3 in young people and in their education, so it is but natural that he would be president of the Texas tures.

Here, as everywhere else in thws store, special emphasis is on ment, a windowless, marble edifice that reaches seven stories into the Overland Street. More space was soon required and the adjoining Photograped Everyone But Himself per cent of the total number sky, building at 313 was annexed. Western Committee of the Chamber queried were those who visited tha customer comfort and convenience. The buyer settles himself in luxurious chairs while the merchandise Its unusual and beautiful exterior And still the business crew. With of Commerce.

state before and came back for gives only a hint of the wonderful his faith in the future of El Paso, Blaugrund bought, in 1914, the lots another look. is displayed at eye-level for his ap surprises inside the American. New tion. But no one man, however smart, can manage an institution the size of the American. J.

B. Blaugrund and simplicity blend here to add grace and dignity to the ultra-sophistication of modern lines. All types of office furniture" are dis techniques of display greet the cus at 112-14 South Stantcr street. In the same year he erected a three- proval. Modern swing-racks hold pictures, showing each with a suitable background.

has able assistance in the varied tomer on every floor. Simplicity of design, spacious elegance without played on this floor also. Major home appliances, crystal, capabilities of his brother, Arthur, who is vice president of the firm. Like his brother, J. Arthur is a confusion these are the keynotes.

Blonde wood trim separates display On the eighth floor is the adver Elephant Seal May Be Returning Lo Angeles. (US) The elephant seal, long believed nearly silver and holloware cover the third floor. Here you'll find whole cus Those who came on the recommendation of others made up 22.3 per cent. Tourists who wero spurred to travel in Colorado by magazine and newspaper advertisements made up 18.2 per cent; 14.9 per cent came because they have relatives or friends living here, and 6.8 per cent for reasons of health. rooms easily, with rounded corners and slanting lines softening the nec member of El Paso Country Club.

tising department, the display the drapery and upholstery workshops. tom-styled kitchens displayed, com The brothers, J. B. and Arthur, essary divisions. pact, convenient and modern in every The- Economy Shop in the base Colors of incredible loveliness, extinct, soon may roam the Southern California coast in huge herds are fortunate in having a son each to follow in their footsteps.

Maurice The fourth floor is dedicated to ranging from the basic pastel yel ment offers, many of the amazing values always featured at the American Furniture Co. the Southwest. It is decorated in and Morton Blaugrund have finished their scholastic education at the lows, greys and chartreuse, to brilliant splashes of the darker reds, again, a Los Angeles zoologist be lieves. The spectacular animal some bronze, windblown oak and knotty A modern air-conditioning unit blues and greens, are combinations story building and basement. -In 1917 it became necessary to tdke over the ground Hoor and basement at 116-18 South Stanton Street.

Again, in 1918, a hotel above 113 Stanton was remodeled to make yet another place for the growing American Furniture Co. Three years later, the corner of Ovrland and Stanton was added, giving the store a total of 34,000 square feet. CONTINUES TO GROW -One of the greatest events in the history of the American Furniture amazingly consistent expansion was the move to new and larger quarters at Texas and -Stanton Streets. El Paso newspapers reported, "Five entire floors of polished newness, blending into a great pageant of appealing arrangement, form an attraction to impressively Self portraits are possible and are often made, but in this case Earle Hooker did not make a photograph of Hooker is the man who made the photographs of the American Furniture Co. employes for this supplement and is practically the only employe whose smiling countenance is not included.

Hooker is manager of the drapery and slip cover workrooms as well as manager of floor covering Installation department for the American, where he has been employed for the past 12 years. It is obvious that bis hobby is photography- His specialty is making pictures of people, particularly children. He is married; has three children and spends a good part of his spare time making pictures of his youngsters. University of Texas, have attended numerous trade schools and have started working in the store from makes windows unnecessary in the new store. Thus the store can make you'll want to incorporate into your own home.

times reaches 20 feet In length and weighs several tons. Its name is "the bottom up." pine, with maple and provincial furniture that all Southwesterners know and love, livable, comfortable and smartly, practically designed by famous furniture makers. Also on this floor is the gay Juvenile Shop, decorated with murals by Erno F. TWO AUTOMATIC ELEVATORS derived from an elephant i MOTHERS NECK-AND-NECK Boston. (UP) Thrice within 28 months, Mrs.

Philip Kenney, 29, of Quincy and Mrs. Bernard Baher. 28, of Roxbury shared the same room at a Dorchester hospital while having babies. Each has two girls and a boy. Departure from the conservative "Taunce Blaugrund is secretary snout.

greater use of display space to incorporate all the modern trends 'in merchandising. Ventilation throughout the building is perfect. Customers will enjoy fresh, cool com begins on the first floor. This space. and Morton is treasurer of the firm.

During the 19th century whalers killed the species in large numbers Fifth member of the firm is Al rather than being devoted to furniture, is given to floor coverings, Fabry, New York City architect and fort in the Summer and pleasant for their valuable oil and the seals were believed to have become ex th" man responsible for the complete designing and decorating of warmth in Winter. bert A. Biel, assistant secretary-treasurer. Biel has been with the American 21 years and might be called J. B.

Blaugrund's "first lieutenant." linens, drapes and the like. Here and there are display spots of furniture, used only as a background for the main featured articles. Both incandescent and fluorescent the new American. Thin slivers of almonds, browned in butter or margarine, are delicious served over panned fish or a ereen vegetable such as snap beans, tinct But the zoologist reports the animals have been multiplying quietly at a large rate in Mexican lighting effects take the place of The fifth floor, or Traditional The fifth floor, or Traditional windows. Generous use of unob dedicate this store.

Your trip to the second floor- He is a member of EI Paso Lions waters. trusive spotlights makes it simple For 20 years following the open-mezzanine and to the rest of the Floor, includes the rich, smartly el Club, is president of El Paso Retail broccoli, cr peas. You can ivin one of these a Buna lb Be IPirSzes NOT NUMBERED BUT INCLUDED IN THE PRIZE LIST ARE 1000 MOSS ROSE CAKE SERVERS IH KINO EDWARD EXQUISITE SILVER PLATE RETAIL VALUE: $1.75 each in Attendance Prizes will be given away A TOTAL OF 1,079 FREE PRIZES Will Be Given to the Lucky Winners for Attendance at the Grand Opening of the new greater AMERICAN, Thursday, Friday and Saturday, September 1, 2 and 3. No Purchases Are Necessary Winners Will Be Notified 53. 1 Pair Riverdale Draperies 25.00 54.

1 Pair Riverdale Draperies 25.00 55. Haggard -Marcusson Rollaway Bed 24.95 56. Rembrant Reflector Floor Lamp 24.50 57. Imported White Goose Down Pillow (Pair) 19.96 58. 9x12' Deltox Fibre Rug 18.95 59.

Needletuft Rug (up to 3x5') 18.95 60. Bloomcraft Taffeta Bedspread 16.95 61. Kay Finch Ceramic Mantle Piece 15.00 62. 3x5 Tumbletwist Rug 14.95 63. Lulis Table Lamp 13.50 64.

9x12' Congoleum Gold Seal Rug 10.95 65. 9x12' Congoleum Gold Seal Rug 10.95 66. 9x12' Congoleum Gold Seal Rug 10.95 67. 9x12' Congoleum Gold Seal Rug 10.95 68. Quaker Curtain Stretcher Alumi-Tel) 8.00 69.

2 Pair Beacon Knitted Curtains 7.96 70. 2 Pair Beacon Knitted Curtains 7.96 71. Redmond Bathroom Hamper 7.95 72. Westward Ho Decorative Table Woodenware 7.50 73. Bates Bedspread 6.95 74.

Bates Bedspread 6.95 75. 72x90" Quaker Lace Table 6.75 76. 1 Finecastle Couch Throw 5.00 77. 1 Finecastle Couch Throw 5.00 7 8. Callaway Towel Set 4.95 79.

Callaway Towel Set 4.95 V.J 20. Selig Sweetheart Love Seat 89.50 21. Lane Mahogany Cedar Chest 84.50 22. Heywood-Wakefield Maple Platform Rocker 79.50 23. Abels Wasserberg Table Lamp 75.00 24.

Abels Wasserberg Table Lamp 75.00 25. Friedberg-Grunauer Fitted Limousine Case 75.00 26. Dearborn 35,000 B. T. U.

Gas Circulating Heater 69.95 27. Eureka Model S246 Vacuum Cleaner 69.95 28. Illinois-Rockford 18th Century Kneehole Desk 69.95 29. Alexander Smith Series Floor Plan Rug (up to size 9xl2 up to 69.50 30. Alexander Smith Series Floor Plan Rug (up to size 9x12') up to 69.50 31.

Speed Queen Ironette Model R-68 64.95 32. American Novelty Mahogany Brown Leather Step table 59.95 33. Berk-Lock 3-Way Rocker Chair and Ottoman 59.95 34. 5 Pc. Arvin Chrome Dinette Set 59.95 35.

Sherman-Bertram Occasional Chair 59.95 36. Gainsborough Occasional Chair 57.50 37. 52 Piece "1847" Silver Plated Flatware 54.95 38. Bender Children's 10' Slide 54.50 39. National Venetian Blinds for One Room (up to 5 standard windows) 1 54.00 40.

Storkline Crib v. 49.50 41. Keller 5 Pc. Dinette Set 44.50 42. 1 Set Sure Fit Slip Covers.

up to 40.00 43. 1 Set Sure Fit Slip Covers to 40.00 44. Turchin Decorator Lamp 37.50 45. Zenith Table Model Radio, 36.95 46. Set of 3 Wm.

F. B. Johnson Boudoir and Night Table Lamps 34.50 47. Pair Mitchell Queen Louise Imported White Goose Down Pillows 30.00 48. Bender Kiddies Gym Set v.

i 30.00 49. Clover Silver Floor amp .29.50 50. Relaxon Hassock 27.50 51. Set of 3 Wm. F.

B. Johnson Boudoir and Night Table Lamps 26.85 52. Dragon Blood Red Ming Urn 25.00 1. PWlco Radio-Phonograph Combination No. 1727 $495.00 2.

Servel 7 cubic foot De Luxe Gas Refrigerator $368.00 3. Berkey Leather Club Chair and Ottoman 325.00 4. Viking Oak Desk and Chair 248.00 5. 9x12 Mohawk Shuttlepoint Rug 195.00 6. One Large Hart Mirror 139.50 7.

Kroehler 2 Pc. Living Room Suite 174.50 S. Widdicomb Lounge Chair 174.50 Alonzi Rosewood Inlay Desk (French) 139.50 10. Mueller Leather Pull-up Chair 139.50 11. Mueller Leather Pull-up Chair 139.50 12.

Kindel Mahogany Bedside Chest 136.00 13. Karpen Pil-O-Rest Mattress and Box Spring 119.00 14. Garland Gas Range Model 5090 ...104.95 15. Sealyrest Mattress and Box Spring 99.00 16. American Wood Products Modern Occasional Chair 98.50 17.

Imperial Drum Table 98.50 18. Kent-Coffey Korina Vanity Desk 98.50 It. Southern Club Chair 89.95 No employe of tht American Furniture Company or member of their immediate family or employe of their advertising agency ewe tZigibl for fee ft?.