Maison Blanche Origins continues with Simon J. Shwartz, who worked in the family business before striking out on his own.
New Orleans Illustrated in Photo Etching (1892), published by James P. Craig
Maison Blanche Origins – Simon J. Shwartz
Continuing the Maison Blanche Origins story of the “Greatest Store South” with the early career of Maison Blanche’s founder, Simon J. Shwartz. Simon worked for his father, primarily in New York City. He brought home innovative retailing ideas.
The youngest of three brothers, Simon worked for his father, Abraham, since he was a young boy. While the “& Son” of A. Shwartz and Son was his older brother, Nathan Issac, Simon backed the family business. Photo is from History of the Jews of Louisiana, 1903.
123, 131, 133 Canal Street
By 1890, A. Shwartz & Son occupied three units in the 701 block of Canal Street. Note the addresses are the “old” format. The City of New Orleans switched to block addressing By 1890, the company expanded the unit on the corner of Canal and Bourbon. They installed an elevator, and opened as a major competitor to the larger stores such as D. H. Holmes, Krauss, and Godchaux’s. The expanded store opened on 6-October-1890. The Daily Picayune reported on it the following day. Note that the store is now “A. Shwartz & Sons,” reflecting Leon and Simon’s entry as partners.
The Fire
Over half of the 701 block of Canal Street went up in flames on 16-February-1892. The fire all but destroyed A. Shwartz & Sons.
Simon had already been working on leasing space in the Mercier Building at 901 Canal Street. He put those plans on hold and worked with his brothers to move the family business up the street. They bought up inventory from a couple of stores going out of business and re-opened at the end of February, 1892. The image at the top of the article shows A. Shwartz & Sons at 901 Canal.
Patriarch Passes
Abraham Shwartz passed away on 8-March-1892.
Four Ways to Support NOLA History Guy
Buy my books! Edward Branley is the author of six books on New Orleans history. They’re available from local booksellers and all the usual online suspects.
Buy me a coffee on Ko-fi dot com. I just love this concept as a way to say thank you/tip creators you enjoy. Our idea of monetization is buying books and having us come to speak. If you see me at a coffee shop, stop and say hi. Otherwise, I’ll raise coffee cup to you if you treat me.
Become a patron. Yes, we’re on Patreon. A lot of creators use the platform for direct monetization, and that’s great for them. We don’t have “exclusive content” for patrons. Still, if you think our history stuff is worth a dollar a month, go join!
Abraham Shwartz and the family store are the origins of Maison Blanche Department Store.
Maison Blanche Origins – Abraham Shwartz
The story of the iconic store at 901 Canal Street begins with the father of the founder. Simon J. Shwartz of MB fame was the youngest son of Abraham Shwartz, a Jewish immigrant to New Orleans. Shwartz partnered with other retailers before opening his own store on Canal Street. That store led to his son moving up the street to start his own place.
Construction of Shushan Airport was part of a larger capital project proposed in 1922. The main component of the package was the seawall. The seawall functioned as a sort of dam along the lake shore. It ran from West End to the Industrial Canal. Construction of the seawall enabled the Orleans Levee Board to drain the water behind the seawall, then develop it. As we discussed in Podcast 51, Winning the War on the Lakefront, much of the reclaimed land became military installations during the run-up to World War II.
25 Chartres Street
Abraham partnered up with his brother-in-law, Simon Kaufman, in Shwartz, Kaufman, & Co., at 25 Chartres Street. This store was in the 100 block of Chartres, just off Canal Street.
161 Canal Street
161 Canal Street – Look for DH Holmes, the 4-story building on the right. Then go three doors up, that’s A. Shwartz & Son. The church on the left is Christ Episcopal, at Canal and Dauphine.
Four Ways to Support NOLA History Guy
Buy my books! Edward Branley is the author of six books on New Orleans history. They’re available from local booksellers and all the usual online suspects.
Buy me a coffee on Ko-fi dot com. I just love this concept as a way to say thank you/tip creators you enjoy. Our idea of monetization is buying books and having us come to speak. If you see me at a coffee shop, stop and say hi. Otherwise, I’ll raise coffee cup to you if you treat me.
Become a patron. Yes, we’re on Patreon. A lot of creators use the platform for direct monetization, and that’s great for them. We don’t have “exclusive content” for patrons. Still, if you think our history stuff is worth a dollar a month, go join!
Podcast 47 is the first of a four-part series on early New Orleans street railways. We’re talking about streetcars that pre-date our iconic arch roof streetcars from 1923, and the red streetcars from 2004. Beginning with the origins of public transit with omnibuses to steam railroad lines, to mule-drawn streetcars, we present getting around before electrification.
The New Orleans and Carrollton Railroad (NO&CRR) launched the first street rail line, from Baronne Street to Carrollton in 1835. This was a steam-powered line. This 1830s illustration of the Carrollton Hotel shows the steam locomotive for the Carrollton line on the left.
As Uptown expanded, residents complained about the smoke and noise of the train. NO&CRR switched from steam railroad operations to mule-drawn streetcars in the 1840s. They used Stephenson Co. “bobtail” streetcars pulled by mules.
Downtown Bobtails
p
The New Orleans City Railrod Company (NOCRR) inaugurated the Canal and Esplanade lines in 1861. While trying other streetcar models, they quickly settled on the Stephenson bobtails as well.
Facilities
After switching from steam power to mule power, NO&CRR built a barn at St. Charles and Napoleon Avenues. This is the layout of that corner, via the Robinson Atlas of 1883.
Esplanade streetcar approaching the Esplanade barn, 1864
Esplanade Station, 1883
Four Ways to Support NOLA History Guy
Buy my books! Edward Branley is the author of six books on New Orleans history. They’re available from local booksellers and all the usual online suspects.
Buy me a coffee on Ko-fi dot com. I just love this concept as a way to say thank you/tip creators you enjoy. Our idea of monetization is buying books and having us come to speak. If you see me at a coffee shop, stop and say hi. Otherwise, I’ll raise coffee cup to you if you treat me.
Become a patron. Yes, we’re on Patreon. A lot of creators use the platform for direct monetization, and that’s great for them. We don’t have “exclusive content” for patrons. Still, if you think our history stuff is worth a dollar a month, go join!
The first Super Bowl held in New Orleans was Chiefs-Vikings.
Super Bowl IV, 1970
The Kansas City Chiefs came to New Orleans on January 11, 1970, as the champions of the American Football League, to play the National Football League champion Minnesota Vikings.
Maison Blanche Department Stores welcomed fans of both teams with a full-page ad in the Times-Picayune newspaper on Saturday, January 10, 1970: “To all you super-people…a super-welcome to New Orleans’ super-department store…” MB’s stores in 1970 were 901 Canal Street (since 1897), Clearview Shopping Center, Gentilly Woods, Airline, and Westside. The Carrollton store migrated to Airline by now, and Airline wouldn’t be long for the world with Clearview opening in 1969. The second “branch” store, on Frenchmen and Gentilly, migrated to Gentilly Woods Shopping Center. That store would in turn close in 1974, with the opening of The Plaza at Lake Forest shopping mall. Like the other large department stores, MB put out huge displays of New Orleans souvenirs and other local merchandise, tempting visitors to bring home a memory.
MB in the 70s
The store’s logo and branding reflects the late-1960s change to a modern, sans serif typeface. The all-lowercase format remained until the store’s acquisition by Dillard’s in the 1990s. The tagline, “Greatest Store South” continued on from the early 1900s.
Super Bowl IV was the first championship held in New Orleans. The first game was held in Pasadena, California, at the Rose Bowl. The second and third matches were held in Miami, in the Orange Bowl. Fourth was sweet, as the NFL chose the Sugar Bowl. New Orleanians never really called the stadium the “Sugar Bowl.” While the Rose Bowl and the Cotton Bowl are the names of the stadiums, The massive stadium in Uptown New Orleans was Tulane Stadium. It was theirs, after all. New Orleans fit the desires of the NFL, chief of which was someplace relatively warm and snow-free. There was always the chance of rain at Tulane Stadium, of course. That’s why the league insisted that New Orleans build a covered stadium when they awarded the city a franchise. That led to the construction of Da Dome, now branded as Caeser’s Superdome.
St. Claude Avenue was the main street of the Marigny/Bywater/Ninth Ward.
Kaufman’s on St. Claude
This 1961 photo of the Kaufman’s Department Store on St. Claude Avenue illustrates the retail climate in New Orleans in the early 1960s.
“I’m going shopping downtown!” what what your grandma (shoot, your great-grandma these days) would say, as she put on her hat and gloves that matched a nice dress. Off she went, catching the bus, then a streetcar, exiting on Canal Street. The world was hers, as she walked from Krauss to Godchaux’s to Maison Blanche, stopping for lunch at Holmes. She returned home in time to get dinner started, knowing that the stores would deliver her purchases the next day.
That routine changed for a lot of women by the 1960s. Women entered the workforce during World War II, covering essential jobs. In the new Orleans area, the Cold War and the “Space Race” created jobs for women. Additionally, the city’s footprint grew out more, with younger couples buying houses in Gentilly and further out in the Ninth Ward. Families who lived further away from the Central Business District were less interested in a longer ride on public transit. Car culture dominated.
Suburban growth
Local retail saw this coming in the 1950s. Maison Blanche opened stores in Gentilly and Mid-City, but it was Kaufman’s that truly embraced the suburbs. Charles Kaufman & Co. operated in the Dryades Market corridor from the 1880s. The store boasted of easy accessibility, with three major streetcar lines passing by. While the Dryades corridor would never surpass Canal Street, many New Orleanians, particularly Black locals, recognized the value of the area. The company leveraged that popularity, opening satellite stores in Gentilly (Paris Avenue), Lakeview (Harrison Avenue), and two in Jefferson Parish.
Our photo this week is of the Kaufman’s store at 2135 St. Claude Avenue, corner Elysian Fields Avenue. Here’s the caption from THNOC:
View of business at 2135 St. Claude. A billboard advertising “Pan-American Life Insurance Company 50th Anniversary” sits atop building. Commissioned by Latter and Blum.
This Franck-Bertacci Studios photo is undated, but the billboard establishes the date. Pan-American Life Insurance was founded in 1911, making its fiftieth anniversary 1961. The St. Claude streetcar is long gone. Riders wait for the bus, as the corner of Elysian Fields and St. Claude was a transfer point. The bus stop sign on the right is for the Elysian Fields line.
Kaufman’s, along with other stores in the Dryades corridor, encountered push-back from the Black community during the Civil Rights movement of the early 1960s. That push-back led to Kaufman’s closing the flagship store in 1961. In spite of that tension, the outlying stores continued with success until the popularity of shopping malls overtook them.
It’s hard to get work done when you’re “reading in the attic.”
Reading in the Attic
So, I like memes and fun stuff on social media. This particular one caught my eye, because it’s totally me. The quote says, “No person who can read is ever successful at cleaning out an attic.” — Ann Landers. While I haven’t verified the quote, I believe it to be accurately attributed. I laughed and thought, yup, that’s me! I can’t tidy up my home office without falling down one rabbit hole or another. This image is so wonderful. The man has absolutely no intention of “cleaning.” This is his study, his bolt-hole from the rest of the world. And a kitty!
OK, well, maybe he’ll throw some stuff out. After he reads it one more time, of course. If he’s like me, once he finishes that issue, he’ll have a hard time permanently letting it go.
Archive as Attic
My work with the archives at Brother Martin High School involves reading a lot of old stuff. Unlike a home attic, though, removal isn’t the goal. Organizing documents, tephemera, etc, focuses my efforts, not trashing things. BMHS is 54 years old, having opened in the fall of 1969. Archives for the legacy schools, St. Aloysius and Cor Jesu, opened in 1969 and 1954, respectively. The oldest stuff I’ve encountered in the archives dates back to the early 1900s. (The oldest surviving diploma we have is from 1915.) It’s tough to maintain a good pace through the ephemera. Take game-day programs for football, for example. They include ads, biographies of coaches and administrators, as well as features about the teams. Scanning six to eight pages of a program should be quick and easy. Not a chance! Ads from department stores to gas stations catch my eye. Given that I’ve written books on two department stores, please forgive me.
Everyone can read!
Don’t take the “No person can lead” part of the quote too literally. Sure, we all can read. What the quote identifies here is the subset of people who read a great deal. Surveys indicate that a majority of Americans don’t read much after finishing school. They read the news, maybe a magazine (website) or two, but that’s about it. They pass on continuing the reading from high school and uni. No more classics–if they didn’t read “Moby Dick” in school, odds are against them reading it later.
That’s not our friend in this image. He’s got books that are old friends he returns to regularly. Hopefully he’s able to pass that passion on to the young one.
We use cookies to ensure that we give you the best experience on our website. If you continue to use this site we will assume that you are happy with it.
Recent Comments