By 1929, Hammacher Schlemmer was becoming known as an entertaining place to shop as well as browse for the serendipitous. Thanks to this reputation, we became the inspiration for a Broadway show tune composed by Howard Dietz for his play The Little Show, entitled, "Hammacher Schlemmer, I Love You." The song included such stanzas as:
"Hammacher Schlemmer, I Love You -
You're Like a Sweetheart to Me -
Hammacher Schlemmer, Above You
No Other Firm E'er Could Be.
Your Business Deserved Devotion
That Is Loyal -
I Love You Just Like a Fellow
Loves His Goil -
So Always Remember -
Hammacher Schlemmer - I Love You."
On October 29, 1929, the Wall Street Crash marks the beginning of the Great Depression. Lasting until 1933, the financial crisis brings about high unemployment, poverty, low profits, deflation, plunging farm incomes, and lost opportunities for economic growth and personal advancement.
One way Hammacher Schlemmer seeks to appeal to the fastidious taste of its upscale clientele is by putting an unusual twist on otherwise mundane household items. This ad features the "Sewette", a small decorative screen that unfolds to reveal sewing supplies, and a waste basket made from recycled book bindings "reputed to be over a century old". Notice the gnomes at the bottom of the ad, particularly the one on the right with a small dog...perhaps a tribute to Mr. and Mrs. Schlemmer, who owned a pair of Yorkshire terriers.
