Series of Style Shops Arranged On Promenade

Related Articles Displayed Together Makes Shopping Convenient, Pleasant At Diamond

Store layout and arrangement in a series of "little shops" make the new Diamond Department store one of the most modern for its size in the country.

Nowhere in the store is this plan more closely followed than on the Second Floor of Fashion.

The big idea here is greater specialization of departments. Here is a complete floor of women's fashions including millinery, shoes, dresses, coats, suits, furs, foundation garments and sportswear.

Series of Shops

Extending the entire length of the second floor (204 feet) is a broad Promenade Boulevard which separates the series of little shops from other departments on the floor.  At either end and in the center of the promenade is a stage in semi-circle design and suitable for style revues and display purposes.

Life-sized models are now shown wearing the latest spring fashions in dresses, formals and coats. In front of each partition separating the shops is a circular-shaped recessed display case attractively lighted. In the rear of the shops are fitting rooms extending the full length of the floor. The fitting rooms are decorated in keeping with the shops they serve, and have huge-mirrors that show all sides of the costume. These rooms are accessible from the shops they serve making it unnecessary for customers to come out into the store when trying on clothes.

Promenade Boulevard

Beginning at the southwest corner of the store and going northward on the promenade are 10 different shops. The first is the Youngerset Fashion shop, Pin Money shop where dresses in all sizes are featured at budget prices, Junior Shop, shop for Formals, which is directly in front of the big center stage; Women's shop, Robes and Housecoats, Suits and Coats, which has a daylight alcove, Fur shop with two daylight fitting rooms and Foundation garment shop with its own fitting rooms.

On the east side of the promenade are the millinery department and Hat Bar and Shoe Salon. The millinery shop and Shoe Salon are charmingly decorated in light tones of blue, green and yellow. The lighting effect is especially attractive. Comfortable upholstered chairs in the Shoe Salon make fitting shoes a pleasure for customers. At the Hat Bar women may sit comfortably at the bar and rest their feet on a chrome foot rail while finding the bonnet of their choice.

As reported in the Charleston Gazette, Charleston, West Virginia, February 25th, 1941

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