NOTABLE RECORD.

New Zealand Herald, Volume LXIII, Issue 19459, 15 October 1926, Page 9

NOTABLE RECORD.

MILNE AND CHOYCE, LIMITED THE DIAMOND JUBILEE TO-DAY-GREAT PROGRESS OF THE FIRMThe romance of business is a term froquently used, although not always appreciated in its fullest sense.* It may be fittingly applied to the firm of Milne and Choyce, Ltd., which celebrates its diamond jubilee to-day. The exact day of the commencement of the firm's activities is net known, although the month and year are fixed by memory and tradition. Long ago it was decided to adopt October 15 as the date to commemorate the opening of a business that from a humble beginning han grown to be "one of the greatest of its kind in New Zealand. The business was founded in 1866 in an uapTOi*tttsfr«s shop in Wyndham Street, aeg iu tho cj'irse of 60 years the ifeiafclishment has an unimpeded record of progress that is little short of amazing. At intervals removals have been made to larger premises but the firm with a wellWon record for integrity and efficiency in service has always kept its clients and, . with the growth of the city, has added materially to them. Sixty years have brought almost unimaginable changes to Auckland, but none more complete than that which has marked the growth and development of the firm of Milne and Choyce. It is a limited liability company now, although members of the foundation families are still actively engaged in its management, but it will always be known to Auckland residents by its original appellation. For many years the firm's shop occupied a site at the corner of Queen Stteet and Wellesley Street East, but as the business expanded with the development of the city new premises wore acquired adjoining the Bank of New Zealand. A new building was planned and the present structure, that unquestionably ranks as one of the finest business premises in the. Dominion and brings the concern into rank with the great establishments in Europe and America, was erected. It was completed in 1923. The building, which has nearly 100 ft. frontage to Queen Street, is a huge aineflcdr structure with a total- floor space of acres. Six spacious and swift-run-nwg elevators are ins tailed and. all the facilities that make for efficient service are provided. The building forms quste a small town •within itself in which hundreds of capable assistants sic in constant attendance upon customers. The number of assistants employed totals over 400 and this fact alone marks the firm as one of the grsat employers a!, the city. A detailed description of the premises is unnecessary. That has been given before and the establishment is intimately known to the teeming 'multitudes of Auckland and country residents who go shop ping at the great emporium. The wii dow displays of Milne and Choyce form ,a feature o! Queen Street and invariably attract widespread attention and adrssiration. Special efforts h?.\e been made to provide a display befitting the diamond jubilee celebration and the result Merits unstinted praise. In the display ai. <v)iruon 'with the early days of -Auckland ii> maintained in a manner altogether worthy of the occasion and thoroughly in keeping with the firm's watchword, "the chain ihat : lengthens and strengthens." A sing!') window has been prer.tred under ti» title of ■'Hamos'ies." \IS, depicts, ia lay figures, an old couple, a typical Darby and Joan i?v the evening of their days, who might be celebrating the diamond jubilee of their marriage. The old man is standing beside the aged ner of his joys and .sorrows and th old lady is gazing at a wedding dress fashioned in the mode of 60. years ago. Long, long thoughts may well be imagined in the po.io of the figures. A p'aJsiag touch is given to the display • v tR"v faiil'that the tfi'ess was mud* by Mibf ted v* 1 5* yearn ag> for the wedding <•£ an esteemed W-siai:--.. Ithas be?n preserved by the family and loaned to the firm on the occasion of the diamond jubilee celebrations. Three generations of 'ihe family have remained clients of the firm, a significant tribute to the reputation that has been built up during a period of 60 years' service.