GROWTH AND ENTERPRISE.

New Zealand Herald, Volume XLVI, Issue 14157, 4 September 1909, Page 8

GROWTH AND ENTERPRISE.

MILNE AND CHOYCE'S NEW SHOP.

FINE MODERN ESTABLISHMENT. The magnificent new shop which Messrs. Milne and Choycc, Ltd., are to* open in the heart of Queen-si ree*, on Monday next, on the site where formerly stood the Mercantile Chambers, is still another convincing - proof of the great progress that Auckland is making on all sides. There can be no such moving forward unless a solid basis of prosperity exists by way of cause. Of recent years signs have been multiplying in Auckland that business people are gradually finding it impossible to cater for their public under conditions that were favourable a few years ago. Premises that were then considered commodious and convenient have now become too cramped for*the volume of trade that has to be handled, and die direct consequence is that on all sides wo see the setting up of huge establishments so well appointed and so up-to-date as to compare favourably with those of the great cities of the Old World.

FROM SMALL BEGINNINGS.

The most recent example of a consistently thriving retail business in this city is that furnished by the firm of Milne and Choyee, Ltd. Compare this old-established firm's palatial new. establishment with the original'place of business from which the present company has sprung, and what do we find? In 1867, ' just 43 years ago, two ladies, the Misses Milne, commenced a millinery and drapery business in a small shop at the top of Wyndham-street —the very building still exists for comparison. For seven years these two ladies carried the business on, sue ssfully meeting .competition and building up that most valuable of all .requirements—a good connection. At the end of that period they were joined in partnership by the managing director of the present company, Mr. H. C. Choyee, and larger premises were taken at the corner of Queen and Wellesley Streets, which then consisted' of a comparatively small wooden building. When the latter was pulled down to make way for the larger brick building just recently vacated - by Messrs. Milne and Choyee, Ltd., the original partners took a portion only of the premises. Their business, however, continued to grow, and despite the fact that shop after shop was taken in, both by the Misses Milne and Mr. Choyee and by the present company, which was formed eight, years ago, the undertaking proved so successful and its operations extended ;so much that the necessity of obtaining more spacious premises had to be met. The result 'was that the Mercantile Chambers block was acquired nearly 12 months ago, and here a wonderful transformation has turned an office building into one of the most modern and convenient retail houses in the Dominion.

THE INTERNAL ARRANGEMENTS.

The ground floor of this magnificent new establishment of Messrs. Milne and Choyee, Ltd., has been carefully designed and beautifully embellished. Capacious counters and shelves are provided in each department. Tho latter comprise dress, silks, trimming, boys' and men's clothing and mercery, household linens, gloves, hosiery, fancy, and haberdashery departments, all well stocked with the very latest goods and the. most modern styles and fashions. A strong feature introduced for the convenience of customers is an, inquiry office, situated at tho foot of the mQ.ia staircase. Here ladies engaged in shopping may leave parcels, ring up friends, despatch telegrams, and post letters. The ; telephone system, besides being attached to the Government service, has a private exchange, so "that"; internal communication with each department can bo "obtained. The cashiers' desk is situated at a fairly high altitude, and is fed from no less than 17 stations by the ball cash railway system. This is the largest installation of the kind in New Zealand. An electric lift gives access to the two upper floors, and no form of convenience has been omitted.

On the first floor of the new premises is situated a beautifully-lighted showroom, containing fitting-rooms for ready-to-wear clothing, up-to-date display cases for millinery, costumes, blouses, underclothes, etc., etc. On this floor also is a comfortable lounge, with a clock. This is designed for, and likely to become, a popular meetingplace for ladies. It will only bo necessary for them to appoint to meet their friends "under the clock- at Milne's." Here, too, is a largo tearoom, chastely ornated, where a nice light luncheon and afternoon tea may be obtained. A retiring-room for ladies, well-appointed offices, and an extensive country order department complete this fi<tor. On the top storey are the millinery and dressmaking workrooms and fitting and waiting-rooms. In the latter will be found all the latest fashion books specially kept, for customers' convenience. The whole of . tho building is lit,"up at night, by a complete electric installation, and tho furnishing, fitting, and decoration are all carried out on a lavish and artistic scale. The new establishment is in every sense a testimony to the ■enterprise of the firm and a credit to the city. NEW FASHIONS. '

The opinion formed, after viewing the goods in the various departments of Messrs. Milne and Choyee, Ltd., was that the firm, according to the latest fashion journals, were showing the very latest in the world of dress. In the millinery, smart simplicity seems, to be the'chief characteristic, whilst tho charm of the trimmings lies chiefly in their soft colourings. Two of the leading shades are "Bois Jolie" and amethyst, in light/ and dark tones.' The most prominent effects in tho models are achieved with artistic folds of chiffon ami net, and just clusters of choice feathers and flowers of very good quality. One very effective model, with the new high sloping crown, is made in champagne satin plait, with two handsome feathers and streamers of black glace caught with jet cabuclions. This is shown with a striking Shantung direc : toire costume, relieved with black and emerald. Floral toques are another feature, and from the variety showing they bid fair to he in great, demand for matrons. The " Cabriolet'' is a new style especially suitable for young ladies;, and the ribbon and ribbon velvet streamers attached create a very smart impression.' In "ready-to-wear" hats, tho Oriental and Paisley swaithe play.; a very important part, and many different colourings and effects are to he seen.

Some very smart costume styles are displayed, both in coat and skirt and directoire models. Ono charming reseda costume, in the directoire shape, with sleeveless coat and pipings of satin and braid,, is a lovely creation. In the new amethyst shado there is a very dainty costume with long cut-up coat, extensively buttoned and braided. Very charming evening wraps are on view, " and one apricot-coloured opera coat in the Eastern style; and trimmed with gallon and cord, is exceedingly dainty.' Linen, guipure, and lace coats are showing in profusion, and will no doubt be very popular. In fabrics it is very noticeable how the directoire vogue has influenced the nature of the materials, those of a soft clinging nature, with satiny surfaces, being very prominent. Shades, too, are considerably darker than is usual for spring—amethyst, Bois Jolie, mole, reseda, Sevres being abundantly shown. After a long absence the foulard satin makes a welcome reappearance, and is to be obtained in exclusive dress lengths. In the cotton dress goods more plain goods than usual are —Poplins, Shantungs, -linens, etc.,. all with the wonderfully; bright finish now so popular. Cotton crepons are quite the last word in this department, and are shown in exclusive quantities. The usual array of pretty muslins, voi'es, cambrics, will appeal greatly to ladies who like these materials, and complete a most extensive collection. In the fancy department there are many novelties to attract and please the eye, but which are difficult to describe, and which should be seen to bo appreciated-