The needler in the haystack.

Saturday, February 19, 2011

Signs of the times: Farewell, Beverly!


Despite the missing 'y', a strong Moderne personality for Beverly.
Here and there downtown, there are reminders of Plainfield's halcyon days as a downtown shopping destination for central Jerseyans.

On
e such has been the signage above the former Beverly Millinery shop on East Front Street near Watchung.

It has always caught my eye as a fine example of the Art Moderne sensibility which pervaded store design and signage in the late 1930s and 1940s.



Efforts being made to rent the vacant space.
Suddenly last September, when I took the picture above, there was a flurry of activity as the owner made some efforts to market the two vacant storefronts.

On a trip downtown yesterday, I noticed that the
Beverly Milliner_ sign has been removed, leaving a blank fa├žade, perhaps awaiting a new tenant's nameplate...

Farewell, Beverly!


Welcome...whoever!


-- Dan Damon [follow]

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3 comments:

Anonymous said...

I remember as a child getting our church hats there with my mother....

I smell a RAT! said...

By & Ey is the same fraudulent management firm that operates out of the PMUA offices. Someone needs to perform a complete investigation.

Jeff said...

I loved the style of that old sign. I hope they just covered it over with a new one and didnt trash it.