What does the “S” in L.S. Ayres stand for? What did Craig Claiborne, New York Times food critic and cookbook author, write about the L.S. Ayres Tea Room? What was the name of the L.S. Ayres’ employee newsletter? What department carried L.S, Ayres through the Great Depression? For answers to these and more questions about L.S. Ayres, read Kenneth L. Turchi’s book, L.S. Ayres & Company The Store At The Crossroads Of America.
This book covers everything Ayres. Mr. Turchi retells the history of the store in an interesting and comprehensive fashion. It starts with a history of the store and its founder, L.S. Ayres. In 1872 Lyman S. Ayres purchased a controlling interest in an Indianapolis establishment called the Trade Palace which carried all manner of dry goods including clothing, carpeting, hardware and groceries among other items under one roof at 28 West Washington. Born in New York, Mr. Ayres had experience in many retail establishments before purchasing the Trade Palace and renaming it L.S. Ayres. The book then proceeds through the decades with interesting information about the store itself and people associated with it.
Of particular interest to me were the descriptions of the jobs of various employees with duties that seem strange to modern readers. For example, in the early days, the store didn’t have cash registers. It had cash boys. Each boy was denominated by a particular letter. After making a sale, the clerk rang for a cash boy. Immediately on hearing the bell, the cash boy took the product and money, made change at the cashier’s desk, wrapped the package then delivered it to the customer. All this was transacted in a very short period of time so the customer didn’t wait long.
The book highlighted the prominent role of women in the development of L.S. Ayres. Maria Ayres, widow of the first L.S. Ayres, was actively involved in the management of the store. In 1909 L.S. Ayres hired Flora Krauch, the first woman buyer. She was instrumental in the development of the children’s department — a new idea in retailing. Also there were the special rules for all the female sales clerks and the role of the models in establishing and maintaining the L.S. Ayres mystique.
After the history, Mr. Turchi has chapters on special areas of interest. Particularly interesting and touching are the chapters on holidays and the Tea Room. Who doesn’t remember riding the train to visit Santa Claus at Christmas and then taking their children to do the same and the special hobo lunches and princess desserts in the Tea Room? Then of course there was the treasure chest for children who behaved well. Being a book lover, I also enjoyed the section on the L.S. Ayres bookstore.
Photos liberally placed cover the pages. The pictures enhance the stories of the various eras and specialities of the store. There are many “behind the scenes” pictures that tell a tale the patrons didn’t see while shopping.
A perfect Mothers’ Day gift, this book will bring joy to the hearts of all those who remember this Hoosier institution.
Visit with the author and have him sign copies of the book on Saturday, March 9 at 2:00 p.m. at Bookmamas, 9 South Johnson Avenue. Visit www.bookmamas.com for more information.
Note from Paula Nicewanger/Weekly View:
I got to see this book at my friend Norma’s house and it’s gorgeous – it’s huge, like a coffee table book. Norma was an Ayres employee for over 40 years (she was a model in the Tea Room) and I worked with her in Advertising the last 7 years the store was open. I hope I get one for Mother’s Day!
