WAVING A WAND

Southland Times, Issue 22052, 27 June 1933, Page 3

WAVING A WAND

A MODERN MIRACLE. TRANSFORMATION OF REIN’S. The age of miracles is not passed. The waving of a magic wand still has the power to work a marvellous transformation Those who doubt this statement have only to step into N. J. M. Rein’s Ltd., Dee Street, to have all scepticism removed. At 5.30 one evening this old-established firm temporarily closed its doors to the public. By 11 p.m. the big shop consisted of nothing but four bare walls. For a week a dozen or more men, working from 8 a.m. till midnight, transformed the commodious room into the most artistic and attractive jewellery establishment in Southland. And now the public are free to enter the rarefied, exhilarating atmosphere of this strikingly beautiful shop, there to behold the fairest treasures which man’s ingenuity coupled with Nature’s munificence can create.

What has been done to bring about such a change? All the old cases have gone out to be replaced by rich mahogany show cases. One of these is outstanding, its attractive ornamental front being enhanced by leadlights behind which diffused light sheds its radiance. The flooring is entirely new and a lovely carpet winds past the principal show cases. Wherever one looks there is some striking improvement, including beautiful mahogany panelling as the background to the scintillating display in the cases. A necessary adjunct to a jeweller’s shop is a ring-parlour where clients may discuss their purchases in privacy and comfort. This was not overlooked in the alterations which were so expeditiously carried out. Rein’s have said farewell to depression and have materially helped to relieve unemployment by carrying out such extensive improvements at a time when they mean so much to the well-being of the community.