NEVEm’S STOBES ARE ONE OF
THE OLDEST, LARGEST RETAIL
FIRMS IN THIS SECTION OF STATE
Their Growth Has Been Steady and In Step
With the Progress Of This Section.
Serve Large Territory
j In August, 1890, flfty-slx years
ago. North Wllkesboro received
[ its charter from the North Caxo-
f llna Legislature to become a
I town.
^ The history of the progress of
i North WUkesboro must be re
corded along with Wilkes and
! adjacent counties as well. Al-
j though the founders and build-
r era of the dty worked with un
tiring zeal and initiative, this
city oould never have grown in
to the busy business center it
now is had it not been for the
natural resources o f Wilkes
County and the high type of citi
zenship who occupied the rural
areas during the pioneer days
and on down through the years
to the present day.
The people of the rural area
of Wilkes and adjoining counties
come to North Wllkesboro and
feel that they are at a city which
they and their forefathers helped
to build by marketing the natur
al resources at this point.
But, notwithstanding the na
tural wealth of the outlying dis
tricts, North Wilkesboro could
not have progressed as it has if
the business leaders of the city
had not been of the progressive
type and had they not had the
ambition to make their town
equal in opportunities to any in
the state. It is this same initia
tive that has been in evidence
throughout the years that led
Prevette's Stores to provide the
people in Northwestern North
dUut OBO ,of. Ate XtB»*t and
;H which the people might find
their needs In wearing apparel
at reasonable prices and that
they might have the same store
facilities as are found in the
larger cities of the state.
T h a history of Prevette’s
Stores is one of progress and
initiative on the part of the
founder and his followers. The
firm today is a striking example
of what caa be accomplished by
hard work, honest dealing and
a keen insight to filling the needs
of the people.
In the of 1908 Prevette’s
Stores wag bounded, when North
Wllkesboro waa in Its Infancy.
From the very start the policy
was established that the firm
must grow with the progreae of
North Wllkesboro. It was not
long after the firm was estab
lished until oustomers not only
from North Wllkesboro and
Wilkes County bought their
needs from Prevette’s Stores hut
customers from the surrounding
areas began to find thetr needs
oould be supplied there too. In
the very beginning Prevette’s
drew trade from the entire
Northwest section which, over a
period of years, runs Into thous
ands of loyal customers who have
patronized the firm.
In celebrating their fortieth
anniversary, the management
looks back with pride to their
growth from an annual volume
of a few hundred dollars to a
volume now of several hundred
thousand dollars a year. They
realize this could not have been
possible unless they had pro
gressed with the growth of the
section and by giving to the
trade the very best merchandise
service possible and reliable
quality merchandise at reason
able prices.
In appreciation of the business
their loyal customers through
out Northwestern North Carolina
have given them for the past
forty years, they are staging this
big Fortieth Anniversary celebra
tion by offering quality merch
andise far below ceiling prices,
o
FOUNDER
PREVETTrS S’FORES EXECUTIVES
Prewitts Stores
Rmiig Big Sale
40thAHhersary
$150,000.00 Stock Of
Weoring Apparel It
Being Included
J. Talmage Prevette
Shipments of new fall merch
andise are arriving daily at Pre
vette’s Stores. The trade will find
the very best quality of wearing
apparel for the entire family now
on display.
The buyers have exerted every
effort under the present day
markets to get the ibest styles,
quality, and workmanship that
money can buy. Visit their stores
and select your wants for fall.
o
Don't cut alfalfa too late. It
needs about 6 inches of growth
when it goes into winter quarters.
FULL TIME BUYERS EMPLOYED
IN NEW YORK CITY TO SUPPLY
FIRM WITH NEW MERCHANDISE
In order to keep the latest
ityles and the very best merch-
indise possible for their trade.
Prevette’s Siwree have employed
L staff of experienced buyers in
^ew York City, heuded by Iselin
V. Simon, who has been buying
uerchandise in the world’s great-
kst markets for over thirty years.
These buyers scour the market
lally, looking for the latest
tyles of quality merchandise at
he lowest possible prices, so the
lustomers can have the essur-
ince when they buy merchandise
rom Prevette’s Stores they are
eally getting the best money can
Since 1941 It has been a prob-
im for a store to secure sufti-
ent merchandise for their trade
Ithout a buyer or buyers con-
;antly In touch with the re-
)urces from which it is supplied,
ealizlng this to be the case, the
lanagement decided that the
regressive step to take would be
I have experienced buyers work-
ig for them in the market so
lelr customers could be serviced
irlng this crisis. They feel that
ley have accomplished this end.
Tille all the desirablo merchan-
iae has not been available at all
mes, Prevette’s feel they have
zd their share to offer their
Mtomers.
Now, the war is over, and It
on’t be long until things will be
I a normal basis again and by
ivlng these buyers employed
ho really know the market and
xw to buy the right kind of
ercbandlse at the right price,
rarstto’s Stores will be in a
>sltloB to compete with any or-
laisation in offering their trade
i» very best In merchandise at
« lowest possible prlcee.
PREVETrrS HAVE
BRANCH STORE IN
ELKIN; GROWING
In September, 1940, Prevette’s
Stores moved their store from
Boone to E'lkln and started bus
iness there under the name of
Prevette’s Men's Shop. From the
very start this store enjoyed a
nice volume of business in men’s
wearing apparel because Elkin
needed a store of this tyro-
In the past six years the store
has built a clientele and is pa
tronized by trade not only in
Elkin but from Its surrounding
area.
It is the plans of the manage
ment that Just as soon as loca
tions and leases can be secured
other store units will be opened.
These stores will be modern In
every respect and will feature
wearing apparel for the entire
family.
The management states that
they hope to have In operation
from ten to fifteen units In North
Carolina, Virginia, and some sec
tions of Tennessee within the
next ferw years. They feel that the
South is on the threshold of
great progress. Industrially, eco
nomically and agriculturally,
which will afford great opportun
ities for future expansion In all
types of busiifess. With our work
ers receiving more money for
their trades they will naturally
have more money to buy the
things they desire. With this con
dition eoming true, retail firms
will be in a position to expand
and modernize their servleee.
Having this thought In mind the
management of Prevette’s Stores
are again taking a step forward.
In 1906 the late J. Talmadge
Prevette founded the first Pre
vette Store, In a small building
next door to The Northwestern
Bank, now occupied by The G.
P. Store. Three years later his
brother, R. E. Prevette, purchas
ed one-half interest In the bus
iness and for four years the
firm’s name was Prevette Broth
ers. Then the late J. T. Prevette
purchased the Interest of hlif
brother in the business and en
larged it, In the meantime tak
ing over the building adjacent to
his original store, which is now
occupied by The Hub. Through
his fair dealing and by selling
good quality merchandise at low
prices, the Prevette Stores grew
steadily throughout the years,
and in 1913 it. became necessary
that these stores be moved to
larger and more commodious
John R. Prerette H. Slotor Prevelte Williom C. Prevette
Prevette’s Stores are managed by tbe three Prevette Brothers; John R. Pre
vette, General Manager, H. Slater Prevette, Assistsmt General Manager, and Wil
liam C. Prevette, General Merchandise Manager. Under their numagement the
stores have been enlarged and new depu-tments have been added, with the very
best merchandising services inaugurated, in keeping with the progress the firm
has made in the past jrears. Their policy will be to always have the very best
merchandising methodb employed throughout the stores, with quality merchandise
at low prices, to give the customers the moqt efficient retail services possible. The
management extends to yon a most cordial invitation to attend their Fortieth Anni
versary Celebration and inspect their most complete line of wearing appiurel for
the entire family, which will be sold during this event at prices far below ceiling.
NEW FRONT TO BE INSTALLED
in which ’the'^store haz been do
ing business since that date.
In 1928 his brother, Roacoe
Prevette purchased one-fourth
interest in the business and re
mained a partner until his death.
Afterwards Mr. Prevette pur
chased the interest of the busi
ness from his heirs and, with his
sons, operated the business.
In 1933 Mr. Prevette and hia
sons opened Prevette’s Close-Out
Store at 919 B Street, which was
the number two store. In 1934
the store known as Prevette’s
Men’s Department Store was re
modeled into one of the finest
men’s stores In this section of the
state.
In 1938 another branch store
was opened in the city of Boone,
North Carolina, known as Pre
vette’s Men’s Shop, making a to
tal of three stores operated by
the firm. In 1940 another store
was opened in Elkin, North Car
olina, under the name of Pre
vette’s Men’s Shop.
Under the leadership and man
agement of Mr. Prevette and his
sons, the Prevette’s Stores grew
into one of the largest retail es
tablishments in Northwestern
North Carolina.
On March 27, 1943, Mr. Pre
vette passed on with a heart at
tack, leaving the business to be
operated by his family, under the
same trade name as he establish
ed, with the same merchandising
policy to be carried out, in giv
ing the trade good qualit3r mer
chandise at lotw prices, which
was a heritage he spent a life
time to build.
Since his death the sons, J. R„
H. S., and W. C. Prevette have
been managing the business and
carrying out the great heritage
their father left for them. -
In 1944 the firm took oyer
their building formerly occupied
by the Miller-Long Orocefy Com
pany and remodeled it, opening
The Women’s Department Store,
which is one of the finest and
most modem women's stores in
this section of the state. In re
modeling the itmildlngs, arches
were cut between the buildings
bo throw the two stores togeth
er, which glvee the firm a de
partment Store as large and mo
dem as can be found anywhere
in this section.
The volume of business that
Prevette’s Stores are now enjoy
ing runs into sereral hundred
tbiousand dollars yearly, which
proves, without a doubt, that the
firm Is giving to the trade the
very best merchandise service
and good quality merchandise at
the lowest prices.
This is the vchitect’a drawing the new front to be installed by Prevette’s
Stores, just soon as materials are available. Contracts have been let writh Canter
& Sidden, local ctmtractors, and The Pittsburg Plate Glass Company, Pittsburg,
Pennsylvania, to make the installation. This front is in keeping with tbe policy of
the firm to progress with tbe times.
Prevette’s New Store
Front to Be Among
The Finest In State
" ' "“•a
Every Detail Designed In Keeping With Present Day Merchandising
Selling. It Will Be Modern and Streomlin^ ln Every Respect
And Will Reflect Credit Upon City's Business Houses
Shop With Ut - Sovel
When materials are available,
Prevette’s Stores will tear down
the canopy in front of their
atores, which has been one of the
land marks of North Wilkesboro
for the past fifty years. Steel
beams will be placed across the
front to take care of the new
front to be Installed.
The nvw front will he fifty
feet wide and twenty-six feet and
six inches in .height from the
sidewalk. There will be placed
across the face of the front, down
the sidee and across the base, big
blocks of wine colored carrara
glass with the name of Prevette’s
Stores In two-foot lettering with
ivory color embossed in the wine
carrara glass hSlf way up the
front from the top of the win
dows. This will give the front a
most attractive appearance In
color scheme.
Across the front, at tbe top of
the windows, will he a recess
awning case covered with alnm-
inum metal, twelve Inches wide,
which 'Will give the appearance
of a twelve inch alnmlnnm strip
all the way across the fwmt.
This will endose and conceal the
awning when not In use.
Directly over the aluminum re-
aeee awntag erne will be InaUll-
ed sti^an steal lattMV, eight
and twelve Inches high, giving
the firm’s name, Prevette’s
Stores, In twelve inch lettering in
the center, with The Men’s Store
on the left side and The Women’s
Store on the right side in eight
Inch lettering.
The comers of the windows
Will be curved plate glass. All
vertioal bars will 'be eliminated
and all the plate glass will have
mitered Joints, thus eliminating
ugly obstructions from merchan-
Mrs. James L. Kraft, wife of
Chicago’s well - known cheese
manufacturer, was recently teach
ing a class of 159 women In the
North Shore Baptist church of
that city. The leeson concerned
the story of the woman who
anointed the head and feet of
Jesus with a box of ointment—
the most preclons poeseesion she
had. After the leeson was over,
Mrs. Kraft decided that she
should give "the most t>eantltul
material posseesion I have" to
the Lord. Her only valuable piece
of jewelry was a diamond brace
let worth 110,000, and tbla she
gave to the World Uiaeton Cru
sade Committee of the Woman’s
American Baptist Vortlt^ if
slonary Soeie^^ for iU mladonary
work oTeraens.
dlse displayed In the windows.
Alumlu'um petoo sashes will be
used around the base and at the
top of all plate glass to give the
windows a streamlined effect.
New transits and doors will
be Installed made of heavy plate
glass and oak woodwork with
kick and push bars attached on
the doors, which will be In keep
ing with other features of the
front. The doors will be hanged
with double action hinges, mak
ing It possible for them to work
both ways, for convenience of
customers entering or leaving the
stores.
The interior of the windows
will not be changed except to be
made longer to fit flush with the
metal and wine carrara glass of
the front.
Lights will be Installed at the
bop of the aluminum awning re-
cees case, behind the sUUnleas
steel letters, to give a ‘ flood
light effect to the front at night
The front was designed by one
of the engineers of The Pittsburg
Plate Glass (Company of Pitta-
burg, Pemuylvanla, and he lit>
oorporated the very newest and
latest idees of modem store front
deelgna, being installed through
out the naikm. This front will be
one of the finest and meet mo
dem to be found In the state.
In celebrating their For
tieth birthday, Prevette’s
Stores are staging a big
store wide saie on wearing
apparei' for the entire fam
ily at prices far beiow their
ceiiing prices and, on some
items, beiow cost. The trade
wiii ^ve an opportunity to
buy/ their fall needs at a
great saving during this
special event.
You will find on display. In
the Various departments a v«tt
complete array of fall and win
ter items, such as, men’s and
boys’ snlts, coats, hats, shoes,
shirts, Jackets, hosiery, under
wear, sweaters, sport coats, rain
wear, rubber footwear, leather
jackets, and ooats, heavy shoes,
high-top shoes, work pants, work
shirts, heavy socks, dungarees
and many other Items.
Also, women’s and children's
dresses, coats, suits, blouses,
skirts, sweaters, hats, bags,
gloves, scarfs, costume Jewelry,
hose, underwear, sport Jackets,
raincoats, umbrellas, shoes and
many other Items.
All items have been especial
ly grouped and priced to make
shopping easier for the customers
to fill their want list.
The management extends a
very cordial Invitation to their
friends and customers to come In
and visit the departments and
see for themselves the beautiful
variety of fall and winter mer-
ctumdis^ th|T teX®,
FIRM BELIEVES IN
QUALITY LINES
For the past forty years the
Prevette’s Stores have taken
great pride in selling only qual
ity merchandise. The customers
can have the assurance that they
will continue to find some of
the beet national brands on tbe
market today at their stores.
o ■
A NEW GEYSER
Yellowstone Park, Wyo.—Two
Iowa couples, Mr. and Mrs. L. F.
Albingef and |(r, and Mrs. G. 11-
Albinger, of Lytton, Iowa, while
touring Yellowstione Nagional
Park, noticed steam coming
through a crack in the pavement
of a parking area. Retiring to a
discreet distance, they saw the
pavement breaking up and steam,
hot water and mud soared into
the air. After six hours, the gey
ser had enlarged its outlet to
eight feet across and ibullt Up a
cone of mud 36 feet in diameter
and was continuing to erupt.
o
Chicago. — The Woodlawn
Boys Club recently initiated 235
new members into their club—
all of them girls.
ALL DEPARTMENTS
MODERN IN EVERY
PHASE OF DESIGN
When the customers visit Pre
vette’s Stores they find all the
departments are modMH and t^p
to date with the very newest de
signs in fixtures and all merch
andise nicely displayed and easy
to see. Each department is ar
ranged for tbe oonvenlence and
comfort of the customer.
There are five individual de
partments featuring wearing ap
parel for the family, and the pri
vacy they desire in purchasing
their needs. These are: The
Men’s Department, featarlng ev^
rything the men wear in hats,
shoes, suits, overcoats, ahlrts and
accessories; The Women’s De
partment, featuring women’s,
misses’, and children’s wearing
apparel and accessories; The
Women’s Shoe Departmeoit,
which features women's shoes ex
clusively; Tbe OhUdi*em’s De
partment, featuring boys and
girls shoes and wsaring appsr^;
and The Bargain Department
which features the lower prked
items la heavy goods, shoes sod ^
work ciothea
. The photographs of these d»
ppriments are shown else^rhan
fn this Issue, gtring Jmi an Idw
et what ttey are ate”' iv
■*
Quollty MorchowdliNli
■1.
.A-