Highlights of the Decade
By Maria Weiskott -- Gifts & Decorative Accessories, 1/1/2007
What were they thinking launching a new magazine with the country on the threshold of war?
The founding fathers of The Gift and Art Shop magazine—Publisher Andrew Geyer, Editor John R. Ward, General Manager Albert B. Abrams and Ad Manager William S. Donnelly—were probably thinking they weren't launching just another magazine. Their vision was a periodical for retailers and vendors supporting the "custom" of gift giving.
"The giving of gifts probably is the most ancient institution, consistently and continuously maintained, that the old world has known," read the magazine's first editorial.
As we are celebrating the 90th year since that launch, they obviously knew what they were doing back in January 1917. Though ancient, that "institution" is still alive and well.
During its first decade G&DA's predecessor documented the industry's offerings, like jewelry, handbags, lamps and many other products that are still merchandised today, along with a good many that are not, like home soda fountains, monogrammed cigarettes and 15" radio candles.
As the magazine's first decade drew to a close, a new genre of consumer was evolving. In August 1927, Alice Perkins wrote: "This being the day of much haste and little time, the gift shop keeper or manager has come to realize the importance of affording quick and short cuts to the selection of gifts for all purposes." Indeed, this writer's statement was a hint of what lay ahead for the business of retail.
