Daniel Low & Co., Diamonds, Jewelry, Silverware

223 pp. Back in 1867, before the electric light and the telephone, in the days of hoop skirts and horse cars, Daniel Low opened a little jewelry store on the corner of Central and Essex streets in Salem, Massachusetts. To this store came the gentility of Salem for gifts in gold and silver and fine articles for their own use—silver for their tables and jewelry for their personal adornment. Little did these early customers know the name ''Daniel Low'' would help carry the fame of their city around the world. Before another generation had passed, this same small store and its reputation grew so much that it was known from Salem to the most remote islands of the sea. It seemed to Mr. Low that there was a large number of people who found it difficult to get to a reliable and well-stocked jewelry store. With this in mind, he issued a catalog in 1893—the first Daniel Low Year Book—giving his son charge of creating the catalog and directing its distribution. It was a success from the start. Daniel Low’s mail-order business was filling a genuine need. Since then, the Daniel Low Year Book has come to be a national institution. Hundreds of thousands of people in all parts of the country, and indeed the world, have come to depend upon it to solve their gift problems and to shop for themselves.