Shopping the Finest Stores in The New Yorker

The New Yorker readers shopped at the “finest stores” or wished they did. To make it easier for the out-of-town reader who came to Manhattan on a shopping excursion and might not be familiar with the layout of the store, Bergdorf Goodman ran a full page alphabetical guide to the floor locations of its departments in the April 20 issue. “Ready-to-put-on” and “made-to-order” corsets for the amply proportioned matrons that we find in the magazine’s cartoons could be found on the second floor. The off-the-shelf hats were on the third floor, but one could order a hat custom made on the main floor. Stockings were on the first floor, when they were in stock; the store asked for the customer’s patience.

The Young Times department at Henri Bendel featured a rayon dress with fluttery wing sleeves, quite the thing, in black or white with prints in “colors filched from the sky” at $59.95 (about $650 today). McCutcheon's, a venerable store that had begun as a dry goods emporium famous for its linens before the Civil War, had marched its way uptown over the years with its clientele to Ladies Mile and then to its Fifth and 49th Street location. This week the store advertised "a slim, well-tailored little dress" for summer of rayon crepe "with tiny tucks traipsing down the front, and finished with be-jeweled buttons." It came in toast, grey or navy, sizes 12 to 20, at $29.95.

You could have the world’s fauna literally at your feet with low slung Wedgies in brown or wine alligator ($33.50), red python or green cobra ($27.50), or black calf or patent leather ($22.50) at J & J Slater, on Madison between 56th and 57th, with additional locations in Washington DC, East Orange and Palm Beach. Popover platform pumps in suede were $26.95 at the French Bootery, 22 West 57th, or by mail order. Whether one rode to the hounds or merely cantered through Central Park, the proper riding outfit could be found at Miller’s Riding Wear at 1234 E. 24th , near where the major stables and horse auction houses were once located.

Tiffany advertised a pearl necklace with diamond clasp for $6500, or for those on a budget, a gold brooch with a diamond for only $82. Their ad that week also featured other stock, including sterling flatware. Diamond engagement rings were priced at Cartier on Fifth and 52nd from $190 to $7625. Gubelin sold Fine Watches on Park Ave. Gold jewelry was available at Black, Starr & Gorham on Fifth Avenue at 48th Street, as well as its stores in White Plains and East Orange. Plummer Ltd, an Old Guard favorite at 734 Fifth at the corner of 57th, claimed to have the largest stock of fine china and crystal in New York. For those who might not be making it into Manhattan in the near future, there was Mermod-Jaccard-King in St. Louis, “jewelers to America for 116 years,” which advertised a gold calla lily pin for $200 with matching earrings for $110.

Madame could get a permanent wave, beautifully styled by C. Leonce at 9 East 53rd St. Charles of the Ritz had salons at the Ritz-Carlton, the Ritz Towers and in B. Altman, as well as in White Plains, East Orange, Boston, LA, Detroit, Milwaukee and Philadelphia. Perhaps the lady would prefer to have her hair styled by the “contour-flattering wizardry” of Martin at Schaeffer's at 590 Fifth Avenue. Eddie Lenz, who billed himself as a movie makeup expert, offered his services for private clientele on East 52nd near Park. Angel Varona facial treatments and preparations, which were “famous for quality and results” were available at 400 Park Avenue, near 54th St.

One could pick up house paint, if one painted one’s house and did not mind mingling with the hoi polloi, at “New York's Most Popular Store.” The Macy’s ad proclaimed that "now, more than ever, it's smart to be thrifty” and offered a fashionable color scheme for the “typical small home owner” who will “want white, green, ivory or cream as your basic color, and green, blue, or red for trimming."

It was time to ditch the old prewar phonograph for an up-to-date model with the latest features. Steinway & Sons on West 57th St. offered the Georgian, a Magnavox radio/phonograph combination in a cabinet of “authentic 18th century charm,” with “every modern development of radio science” and automatic record-changing. Liberty Music was offering the Espey portable record player with record changer for $69.95 at its stores at Madison at 50th and at 67th. . You also might check out the Gramophone Shop at 18 East 48th Street. At the very least you could get a new “Star” sapphire phonograph needle; at $5 it was unconditionally guaranteed.

Wrought-iron summer furniture was available on the fifth floor of Hammacher Schlemmer at 145 E 57th St or by mail order. The store offered free delivery within 150 miles and announced that “real rattan is back.” Divans and daybeds could be found at Modernage , 16 East 34th St and also in Miami if you were looking to furnish your winter place.

“On and Off the Avenue,” a regular magazine feature, took a look at the spring crop of new barbecue grills. According to the article, Edith Chapman, at 168 E. 33rd St, had a small steel grill that could be folded up and carried like a suitcase, a good idea for a terrace apartment or picnic. Abercrombie & Fitch had just about every grilling device there was on the eighth floor; the most elaborate were the Broil-O-Karts made of iron and sheet steel and imported from Texas. The writer said the "brainiest" was the Barbegrill rotisseries at Altman's Barbecue shop for $225.

According to the magazine, redwood outdoor furniture was all over town. Abercrombie & Fitch had abolished its outdoor furniture department but still carried the items in its barbecue section. The reviewer thought redwood was an option if you had the space to accommodate the massive, unwieldy pieces. Wrought iron outdoor furniture was also around but for the most part in “designs of no great distinction.” Macy’s had two "rather nice" patterns: a grape design and one with lots of swirls and scrolls. The store also had an oval-shaped pink iron terrace bar with curving legs, a glass top and an iron bottle rack that ran along the back for $187. Wanamaker had revived its rococo outdoor tea or dining set in cast aluminum painted white. W&J Sloane had cypress armchairs and love seats with webbing seats and a "new fabric" called Saran "that looks something like oilcloth." The furniture had a frosty white finish and was said to be wet resistant. The webbing was white-and brown, white-and-yellow or yellow-and-brown. The back legs were mounted on wheels. The chairs were $39.50 and love seats $61.50.

A 1946 dollar was worth roughly $11 in 2009 currency.