Oakland Tribune from Oakland, California • Page 13

l'iUlUY EVENING MAKCIl Zl, 19: OaklanO Tribune STRUCTURE FILLS Monument to Growth of Progressive City and Progressive Firm The new Reich Lievre store, at 1530 Broadway, represents the final effort in designing and construction from the standpoint of shoppers' comfort. Upper left: An exterior vieic of the handsome structure. Lotcer right: The interior of the store, showing its roominess and the generous sacrifice of space for light arid airiness. Lower left and upper right: Groups of private, buying and fitting rooms that testify to the elaborate ar'eneements for personil service. PLEDGE OF 'BEST IN ENTIRE WEST' Merchandising Experts State All-Oakland Shopping Palace Formally Opens Doors Tomorrow Night Company Proves Faith in Alameda County's Future by Tremendous Investment for Structure Here Without Peer in West The opening of the new Reich Lievre store, at 1330 BroaJwar, tomorrow night, gives to Oakland an institution that is without a peer on the entire Pacific Coast, anil a store of which Oakland can be doubly proud, because in every essential it is Oakland's own-Oakland built, by Oakland contractor, with Oakland labor and Oakland materials and supplies.

Oakland managed, the entire 'personnel, from the general man aper to the last errand boy, 'u a resident of Alameda county and always will be. INew bhop Unsurpassed for Beauty, Comfort. It I jj 1 't 1 ii rf rf 4 I i An ornament to Oakland and a Monument to California company -that has shown unswerving faith in the growth of the state, and has frown and prospered with it until today like California it ranks among the leaders, the' beautiful new buiUlln, housing the greatly enlarged Reich and Lievre store ut 1530 Broadway, will be dedicated tomorrow night' with a formal opening, fashion shows ami entertainment. The members of the firm, Maurice Reich and George Ltevre, with J. J.

fiuich, the manager of the new Oakland store, will act ns hosts to thousands of residents of Alameda county, who will then have their first opportunity to inspect the wonders unfolded by this most modern MOXOIEXT TO GROWrn. I Tho only element that entered linto the Inception and fulfillment of this great undertaking i the capital, and so firm is the faith of the firm of Reich and Lievre in the future progress of Oakland and Alameda county that it had no hesitancy in making this tremendous Investment, i giving to Oakland the greatest monu Pln i tl'l ml si Novel Ki-Ki Bag But One of Many Handsome Styles TI-Kl is name to conjure with -Vanil the new Ki-Ki bag promises to up to its illustrious namesake, the ejgccratingly attractive little Parisian that was the first of the line. For the Ki-Ki bears I strong family rcrmhlaiu-e to the original Ki-KK It is unique, refreshingly different from anything else of the kind; yet is sturdily put together and will undergo any ue for which it is intended. The Ki-Ki 'bag is one of the novelties featured at the new Handbag Department of Reich Lievre's. It is to be had in fancy figured ilk over an oddly carved The silk lining is generously shirred and it contains a our ment to the growth of this progressive firm und relying upon continued progress of Alameda county to Justify Us faith.

The general manager of the new store is J. Suich, for many years associated with the firm of. Reicti and Lievre and for the past two years general manager of the San Francisco store. Suich has purchased a home in Oakland, and about two months ago changed his residence, moving his family to this side of the bay and becoming a permanent resident. ALL-KASTBA STAFF.

"In getting together my organlza-j tion for the new store," said Suich, "I have preserved intact the organization of tho old Oakland store of Reich anil Lievre. This organization is composed entirely of residents of Alameda county. With that superb organization as a' nucleus, I have continued to build with Ala- meda county residents, so that the enlarged and completed organization is composed of Alameda county citizens to the last man, woman and boy. "It is an organization of which I am proud, and of which Oakland may well be proud, because I believe that in all my experience as a retail merchandiser I have never seen a store organization that nn snriuct and mirror. In either black or navy the Ki-Ki bag is extremely smart.

While the Ki-Ki bag promises to make many friends among the women of the Eastbay section, it is not without rivals, for the new Handbag- Department contains a loj--tff attractive styles that are making their debut for the Spring season. The new Handbag Department joins the Reich Lievre service with the promise of becoming on of its most prominent features. lint Lf Bi 1 1 1 'If'' I it 1 A I i 7 v' 1 It I 'iff I I p'i ''U I PJ this one. They are the kind of people that I am proud to have associated with me, and the kind with whom Alameda county residents will find great pleasure in transacting their business. Courtesy and service have been the watchwords in their training, and will be the watchwords World's Markets Combed in Hunt For 'New' Gloves in their dealings with the public "MY CITY OAKLAXH" retail Institution.

PROMISES FXLF1LLED. The firm of Reich and Lievro promised the people of the Eastbay section the finest Woman's Apparel Shop on the entire Pacific Coast and the completed building shows that the promise has been more than fulfilled: for it is the general opinion of merchandising experts that the new store Is not surpassed by any in the country, and that there are few to compare with It for beauty and convenience. Hearing its Gothic facade four stories above the sidewalk, the new edltloe is constructed of reinforced concrete and steel, the last word In building construction und flreproof- lng. The front elevation la a thing of classic beauty, with its pure Gothic llno.i and intricate ornamentation. The show windows, covering an area of 2500 square feet, as large in themselves as many stores, are unusually impressive.

The show windows are arranged to form an arcado, having three separate r-. trances form Broadway, and leading Into a center promenade from which entrance to the store proper Is gained. The three seperate entrances from Broadway, and lead-tral arcade all are surrounded by display window's in which dozens of garments can be shown, all easily viewed from all sides and angles. Twenty-seven hundred square feet of plate glass was required, for these ditplay windows alone. The front arcade Is two stories in height, with windows of the mezzanine floor opening Into It.

IMPRESSING IMMENSITY. Entering the front doors one is Immediately impressed with the immensity and quiet beauty of the new Wtitice, embracing as It doe 49,000 f-j'jare feet of selling ispaee in ad-y'Mitlon to room required for of-' flees, rest rooms, stock rooms, stairways, etc, The store in-tetior Is arranged In the form of gigantic arcade, with a center court extending from the ground floor entirely to the roof, where it is topped with a stained glass dome. The area if this center arcade is 24 feet wide by 68 feet long. From the glass dome above it floods the entire store with a soft amber light, decidedly restful and beautiful. The color scheme of the Interior In a soft cream with sold mahogany woodwork and mahogany fixtures and show cases.

In the main floor are to be found departments devoted to gloves, hosiery, veiling, neckwear, handkerchiefs, Jewelry, handbags. Infants' wear, children's wttfir. underwear, petticoats, blouses, sweaters, sports apparel, corsets and shoes. Directly in line with' the main entrr.nce, at the rear of the central tciiule, a broad stairway leads to tli; Visement, which will be devoted t'Aunderprleed merchandise. At the ri)t of the arcade aro ornamental stairways and two fast passenger elevators leading to the upper floors.

These elevators are the most modern, express, self-leveling type accident proof. KEY TO DEPARTMENTS. The mezzanine lloor, reached by italrs or elevators, is given over to the Millinery Department, which occupies the front portion, and to the Beauty Salon, manicuring and hair goods department, to the rear. The Beauty Salon is equipped with tho very latest modern sanitary appll slices, entirely in white enamel. The furniture Is richly upholstered In For the woman who seeks in style to lend an air of distinc tive individuality, the Reich Lievre (k ill? i i Tri.

nlffWilmf-a -3 Glove Department has searched the markets of the world, and this new department -that makes its advent Oakland is the most prosperous ty on the Pacific coast today, and Reich and Lievre has built an institution that Is worthy of the present greatness and future promise of this metropolis, in the continued growth of the Eastbay section it is the purpose of Reich, and Lievre to occupv a prominent position. We intend not only to reflect that growth, but to mvip it, to do everything thnf with tho opening of the new store Introduces iiir jiriuvicx i. love, it is a new creation of Paris that is being shown FAIRYLAND OF BEAUTY FOR CHILDREN'S NEEDS DURABILITY, VARIETY COMBINED IN HOSIERY for the first time here, and that has to what to give on the occasion of the advent of a new bany. or Io you believe in Fairyland? You will after a visit to the new Children's Department of Reich and for anniversaries, holidays, parties never been shown on the coast, having as yet made lis appearance in only a few exclusive shops in New York. The Bracelet Clove is a "gauntlet style, having a strap at the wrist that Is fastened with one mother-of-pearl button.

It is made of the finest imported white kid, and extending up from tho wrist to the top of the gauntlet are three strands of black snd white silk hand crocheted embroidery of varying widths. These strands encircle the wrist like bracelets, giving it a decidedly novel and piquant effect. or any other of the important fete clays of childhood, a glimpse into this new department will dissolve Novelties Galore To Supply A dded Touch to Gowns The modern American woman has worked down to a science the eternal problem of "chanse" in apparel, for to feel well-dressed one must not look tho same on every appearance. Kconomy Is necessary as a general rule, for every woman cannot afford tho luxury of a wardrobe sufficiently extensive to permit of the many required changes. Accordingly the sharp buyer relies upon the small accessories to give a different appearance to the same And for this purpose Neckwear, Handkerchiefs and Veiling carry the brunt 6f the burden.

Tho woman who knows how to choose can work wonders by" a care srost Oakland Institution can do to rurtheA the progress and prosperity of 'My (City "In the future it will be unnecf s-sary for any Alameda countv woman a stock that for size, variety nr rtment. newness of style, quality ot win'cA and Francisco any in Snn ot uraerouUfl stores in California ties, that is with tiik latest all doubts. stockings have become a conspicuous part of the dress of the day the service efforts of progressive fnbrctiants have been directed toward two ends: to give to customers those stockings that represent the best values in durable wearing qualities and low cost of acquirement and to offer a variety of styles and colors so extensive that it will not only meet every- requirement of usage, but. also will satisfy every in- A children's department must be more than a store; it must bo a stores in California, this firm is enabled to do business in a wholesale way, buying In immense quantities, selling rap-idly with the resultant quick "turn-over" of investment, and realizing every advantage of trade discounts and market fluctuations. As an added protection for quality Reich Lievro carry In stock only well-known, standard, nationally advertised lines: "1'hoeuix" from tho Phoenix Knitting Mills; "Kayser" from Julius Kayser "Van llaillto" from theM'an Raalte Company; "Holeproof" from tho Holeproof Ilosl(ij-y "Kverwear" from the Kverwuar Hosiery and "Mack Cat" hosiery from the Allerr service station for those treading the most inte.cstlng part of.

life's jour ney. Tho Reich and Lievro Chil dren's Department will have a' train ed nurso atendance at, ail times. I dividual taste and every style whim. iThe Hosiery Department of Keieh rnrir irw ine uiove was a pronounced success from its first appearance In Paris which was a re cent occurrence, the smartest dressed women of the French style cenyf instantly adopting it as the sease-n's vogue. -Lievre's Is now having tho Bracelet Glove made in various colors, to match the new suits, dresses and sports apparel.

This is bA. Mills, By centering its efforts on ful matching up of these three es- i Lievre's now store, for here a wonder-world Is opened to the vision of adults mid a child's paradise to the Utile ones. The Children's Department, which makes its debut with the opening of the hew store, is a revelation in progressive merchandising, a veritable department store catering to the needs of the infant, the little sister, and the girl up to fourteen years a'store with-in a store, the same as the child's lifn is a life within tho of the I parent. 1 First and foremost; a child, be it a femalo child, is never too young to escape--the appeal of style, for 1 it she does not recognize It herself, her mother does. Indeed whatif new mother does not believe that her baby's clothes are more important than her own? And what giii who has reached the discretion of three or four years does not know that clothes do make the woman? Reich and Lievre's has studied the needs of both tV.UUcn and mothers and tho new department has been designed with the view of making both supremely happy.

The newest and most up-to-date wearing apparel these standard makes Jteicn it sentials or bv the judicious use of Uevre's has solved theso two problems in manner that is characteristic this "up-to-'-minuto store. By.carefu!,- scientific analysis it. was that hosiery furnishes the maximum of durability. A rope of silk is almost as strong as a cable of steel, and Into the ''Reich 'silk hosiery go the longest stoutest filaments that resourceful nature has provided. Silk is hot preferred to the disparagement of wool or lisle, and, indeed, Ration always tobsttj, only one of the season 's novelties; ahead nf ne' lltriV IMianJ shown at tho new- glove department.

lecartment. non oiure, anri I.T.. Jvcl at'8 to diSDlav if "-nutlet With the Lievre's also is enabled to offer a anyone of the three separately, full assortment of styles, because itj Neckwear especially offers many is in these mills that hosiery styles opportunities for tho "freshening originate, -and among these up" of a costume, as a visit to this the keenest rivalry exists, each try- department of the new Reich and ing to outdo the others In tho fasci- Lievro store will prove. Vestees of nating pursuit of pleasing tho exact- lace and organdies. in white, ecru, lng feminine taste.

In addition to ivory, and the gayest of the new the standardized styles and latest Spring shades, aro being shown ex-noveltles, Reich Lievre's also -has tensively, as are washable vestees various lines of hosiery specially of gingham in varied colors. There produced by tho best manufacturers was a time, not so long ago, that which Is sold under private brands collars, cuffs and vestees, were used of Reich Lievre, Theso lines have only on suits and wool dresses, but been carefully studied out to meet no longer. The California girl has "is our new hitfMina-. have a home in She will gladly advise all expectant mothers In regard to every needful preparation fur the coming ovent; and. after the baby, has cooed its lirst greeting to the waiting world it is planned to establish a weekly clinic, where a baby can, be.

weighed and special advice and lectures given to mother. And that is not ail, for Miss Two-to-Six must bo entertained, as well as Baby Brother and the older. children. Regular "iitory telling-hours" will bo a feature at Reich and Lievre's, and children's entertainments and parties will be frequent events. At these Juvenile social affairs suitable souvenirs' will be given to every child attending.

Not forgetting the grown-up friends and relatives who wish to remember the "arrival" of baby, Reich and Lievre's will -carry a complete line of gifts, decorations, invitations and announcement cards for tho popular "stork parties" or "baby showers." A large stork for decorative purposes will be supplied for these -occasions. A record system of every party will be kept as a guarantee against any duplication of gifts- Fairyland has come Into its own. for purposes wool or lisle may have preferment, especially in the matter of warmth and from a style standpoint wool or lisle, of a mixture of the two is especially well adapted to sports use. Accordingly the Reich Lievre Hosiery Department, in its service to the women of the Eastbay will be displayed at all times: Hats, iocat cunuiLiuna uiu aic ytumn miunu iici inmiuiRj u.v Vraps, Dresses, Sports Apparel of section, emphasizes each in its every description, a3 well as Under the complete stock being replete with styles to suit every individual taste and requirement. For the intimate articles of apparel the new store of Ricoh Ijelvre has left no effort undone, and tho Silk Underwear Department ranks in importance with any other in the eyes of milady.

Many ravishing creations in undersilks are displayed, each one seemingly more beautiful than the others. One set of gown, envelope and bloomers that attracted the attention of the shopper was created in Crepe Supreme, in a dainty flesh tone, trimmed with real Irish hand-made lace. Others are embellished with real filet lace. But the scope of beauty in undersilks in lnfite and there are dozens and dozens of new ideas, in a multitude of colors. There is always something new under the proper placo.

silk and wool and lisle. For the solution of the problem of demands of customers regarding now employs them in every imagin-styles and prices. jablo way; with suits, dresses, sports The entire merchandising scheme apparel, sweaters almost every cost, Reich Lievre relies upon its out nViltuhari 111 ere.hand isin? nnlir.v nf is based upon the idea of service, to outer garment. info-, vi.inmn nf himlnesiK and nm.ill irivo the customers exactly what they wear of all kinds to suit every typo of growing girl, and of course, the most entrancing wardrobes of all layettes. And to completo the circl of childhood comfort and contentment a complete lino of nursery furniture, toys, books and gifts will bo carried in stock.

If one has any doubt as profits on individual sales. With the want at prices that reflect the firm's enormous outlet of Its multiplicity of policy of largo dealing. MILLINERY OFFERING IS TRIUMPH OF ARTISTRY xianuKercnieis aiso na won a. prominent place in the styles and are no longer-articles of mere utility. The aWent of the Sports Handkerchief Mis been eagerly seized upon for the matching or harmonizing of colors or for supplying the bright spot of color so essential to present day styles.

Reich and Lievre's was quick to recognize thrs fact and the new store offers a variety that will answer every require tun and always something new to go FOOTWEAR STOCK WILL APPEAL TO ALL TASTES under the dress. green. Ascending the express elevators, one carried quickly and gently to the socond floor, where are located the largo departments devoted to gowns dresses for street and afternoon wear, clancing frocks and kindred models. On tho second floor are 30 separate fitting and selling booths and stock rooms accommodating 8500 garments for the leisurely inspection by customers. Taupe velvet carpeting is used to relieve the large spaces of hardwood flooring on the second On the third floor, which duplicates the floor plan of the second, are the display and selling rooms for coats, wraps and suits.

Here in addition to the large main room nod the commodious, daylight fitting and selling rooms, are stock rooms to accommodate 2800 garments Taupe velvet carpeting like- wise is used on the third floor, i ZOO yards being necessary for these two stories. mytIGnT STORE. A feature of the new Mtore that women will appreciate Is the fact that it Is 1" tne strictest sense of the word a "daylight store'1 for only In the darkest days will artificial iightlng be necessary. And when It I -iVthe store Is flooded with the soft rlvs from indirect lights. Interior Whs are arranged so that women are enabled to examine garments under artificial light, jtecurtng tho Mac" effect they will felve both in the daytime or evening.

Another feature conducive to the comfort of customers and the store organization will the heating and ucr svstem by means of which ment French veiling leads in popularity, STAN i and other creative artists, together with copies and adaptations from the latest Paris openings are shown in profusion. The Reich and Lievre and no wonder, for the Veiling Department shows that by the dextrous' arangement of draping tho Fashion's Colt, among the smartest materials with tin anl colors of the season. It has Tho eyes have it, in popularity contest for Millinery' Department will make wU1 immeasurably to the shortness of the skirts, and the sheer u-to do her, whSttt. Reich. 5- Lievre store has done In San pin Cisco, and that is a matter of chandising history 01 mer booster! VcomSfiT4 loved Oakland; I believe it ut?" after having beea fesfdentor oX ban Francisco and Los Angeles I 10 Novelty Jewelry in GIoriousAbundance In the cycle of fashion jewelry -gain has rctne into iu own-.

Not since the Victorian period of bouf- I-Trtv Jewelry 'has My t-ady of iashion so adorned vlfr.r-seif with gauds of metal or brightly duty it, is to see that the gay trinkets are there In waiting when the shopper of today calls for them hv evolved many novelties for th Spring season, and none promises to achieve greater popularity than tho new Sports Bead Necklaces that make their appearance in Oakland for tho opening of the new Novelty Jewelry Department, sn addition to the enlarged Reich and Lievre store. Color is the watchword in apparel for the coming season, and color accordingly predominates in the new sports bead necklaces. They are shown in many attractive combinations as well as soh.i colors, in ambers, greens, crystal, reds, blues in fact, every sport shade of the season. They are finished with either tassel or pendant drops. Novelty earrings bid for tn greater popularity than last season and they promise to gain it from innate attractiveness as well as from stylo demands.

pear shape and knobs are winning most ftivor. in wine red, amber or Jade. Their extreme lightness will prove -uW come revelation to the woman wa wearing earrings a trial. DRIVE LAUNCHED From the lime that primitive woman made the first garland of flowers or berries and perched it upon her head tho gentle sex has been destined to be the slave of millinery- and that she is a willing slave is easily understood when one glimpses tho new arrivals for Spring that are being shown in the Millinery Department of the new Reich and Lievre store. The creators of millinery have had a fond specialty of showing the latest i 7 YM creation simultaneously with vanably mctamorphosize an old one their first appearance in.

the metrop- lnto a now one, Street; Dress, Sports and Garden1 StokeS AcCUSatioTl tne popular wide strap and fastens with a buckle. The heels are of box wood and are only lvi inches high. Embraced in the make-up of the "Mary Garden" pump are a majority of the premier style points of Spring: Design, material, color wide buckle and low heel. The opening displays of the new footwear department are decidedly interesting. hats.

flirt for the attention or the, Tiie "three cities" campaign among Denied by N. Y. Man beauty of the hosiery, and the captivating new styles in footwear, the modern girl knows that sho is seen from the ground up; and that jf she is to' pass the muster In the style firomenade she must be well-dressed from head to foot. Accordingly sha puts her best foot forward and sees to it that it is shod in footwear that keeps step with the latest developments of the vogue. Catering to every apparel need of every woman, Reich and Lievre's has Visitor to me new ricicu mm j-iievie store and get it, for such charm etantora men ana women ror the university's million dollar endowment campaign is in full swing today, Herman class of 1910, has been selected as chairman of the campaign organization.

Headquar ters have been established at the led a complete Footwear Depart Hotel Oakland. NEW YORK, March, 31. Philip 1. Lydjg yesterday denied tho allegation made by JJ. S.

millionaire hotel man, in a letter to Hrs. Philip Lydig, to the effect, that he (Lydig) had been intimate with Mrs. Helen Ehvood Stokes. Lydig is in Europe, and the statement was Issued, through his attorney here. "I havo never been acquainted with the present Mrs.

Stokes," the1 denial read. "Furthermore, I have never met W. E. 1). Stokes." to Its new and enlarged store.

Through the co-operation of the ness for flowers from time immemorial, but never before have flowered hats achieved greater vogue than now. And never before has the art tSat is man's so improved upon tho beauty that is nature's as In this season's millinery floral offerings, for the Paris flower-makers hae succeeded In creating blooms that would stagger the imagination of Luther Burbank. The leading New York makers are represented in the first Millinery showing cf the new Reich and Lievre store. Model hats from Bendel, Joseph, Bruck-Welss, Arnold, Cupid vomen of the Fast Bay sec- Hefpfihe an even temperature will be maintained throughout the entire store tiotf wiTi be assured of every new in novelty and sports stylo tretid ing millinery cannot well escape attention, especially form the feminine eye. Accused Ship Builders Refuse to Enter Plea WASHINGTON.

March 31. C. W. Morse, wealthy shipbuilder, his three sons and eight associates, recently Indicted on charges of conspiracy to defraud tho shipping board, refused to plead either guilty or not guilty when arraigned in the supreme court' of the district here today. Their attorneys then filed demurrers and motions, to Quash the indictments, asserting the charges of alleged fraud were footwear ogether with thoroughly at all times, no maner uai.in temperature may be outside.

a tube system extends from all departments directly to the offices and deDartment, on the mezza- ndequato flections cf all the conservative models for street or dress Japan, China Reach Railroad Agreement Vy rLAKKXCK 11 BOSK, I'nitod Press Staff CorresiMimlf ut. TOKYO, March 31. Negotiations between Japan and China for the return of the Shantung railroad to China have been successfully corr-cluded, according to reports received here today from Peking. As result, it was expected that withdrawal of all Jipancse troops from pie railroad and the Shantung pe ninsula wxt'Ul be completed by the last of April. Plans for wiitlulraival tho troops have been ready for a considerable Urn.

i wear, or it is tne intention oi mo alumni organizations in Oakland, Berkeley and Alameda, an effort will be made personally to reach evPy Stanford man snd woman with the university's financial appeal. It is estimated that there are more than 500 alumni in the Eastbay communities. It is the purpose, eventually, to carry the campaign into every alumni center throughout the country. "The First Million," now being solicited, will be devoted to endowment purposes that will enable the university to pay adequate salaries to its teaching staff. hi floor, where the cashier's omce i' so arranged to permit the very making of change, assuring customers against any delays, k.

this- respect. In the credit TWmcnt are waiting rooms and new Footwear Department to carry in stock the exact footwear to suit the tastes and requirements' of every type woman and Junior girl. One of the many attractive models to be seen in the new department Samuel Untermyer, attorney for Mrs. Stokes in her suit against the hotel man for the restoration of her dower rights, read the letter containing the charges In court Tuesday. Mrs, Lydig was married to Philip M.

Lydig after she had divorced the ideas of A. Hall, the architect and superintendent of buildings for Reich and Lievre. Its erection was tho work of Wllllatn Knowles, the noted Oakland architect and kte consultation rooms ior cus Is the 'Mary Garden, a unique de- wear. vague' and indefinite. Arguments I Stokes, her first husband.

She sub- sign in pumps for afternoon will bo heard April 7, seauently divorced Lydig. The "Mary Garden" is in lU'fte new building Is the fruition of utent.