A Look Back in Time: 1930

by Mark Nye
Issue No. 469 - June/July 2013

The year is 1930. The Great Depression has yet to take hold of the United States. The Cambridge Glass Company issues a new catalog featuring new etchings, new shapes and more. What follows is how the major trade journals, China, Glass and Lamps [CGL] and Crockery and Glass Journal [CGJ] viewed what was going on at the Cambridge factory and in the Cambridge showrooms. Also included are Cambridge paid advertisements (text only) placed in these same trade journals. Compilation of material from the trade journals was begun many years ago by the Wollenhaupts, McFaddens, Smiths, Rankins and others and all NCC, Inc members owe this group many thanks for their efforts. The editor of this series of articles has continued the project, often going back over many of the same journals to get fresh copies and making sure nothing was missed.

The material is arranged in chronological order by month. By 1930 both journals, CGL and CGJ, had gone to monthly issues and hence only the publication month is given. Many of the items were extracted from feature columns or other special features and unless otherwise stated, the item was originated by the trade journal, its reporters and staff. Whenever the material is of Cambridge origin, such as paid advertisements, it is so stated.

Illustrations are not included in this series for a couple of reasons. One is space and second, in many instances the journals were reviewed on microfilm and the copies printed did not provide quality illustrations that could be reproduced. The items described or illustrated in the original publications are identified and most, if not all, appear in the 1930-34 Cambridge catalog reprint issued by NCC, Inc. and, if you do not have a copy, it remains available.

January

Black was used by the Cambridge Glass Co. to make a very striking table decoration on display at Wanamaker's too. This takes the form of a large swan, and you can imagine how effective it would be filled with red flowers, and placed on a mirrored surface in the middle of the table. Black glass candlesticks to match are placed at either side of the swan, and there is a whole, shall I say flock or brood or covey, of little swans, each of them a salt container. CGL

January

Cocktail Sets Included Among Latest Cambridge Numbers. Naturally, one would expect to find some new and interesting item when calling at the sales rooms of the Cambridge Glass Co., 184 Fifth Avenue, and in this respect he will not be disappointed. This firm is showing some cocktail sets which are the last work in articles of this kind. Two of these are illustrated, one of which is square with footed tumbler to match. This carries an etching of a Grecian dancing girl, in varied poses, on all four sides. It is known as No. 1020-1021. The other shaker is the Moderne, with a new double lipped top. This is decagonal in shape, as is the footed and matching tumbler, and has an all-over etched design of climbing rose which is certainly attractive. Where desired trays may also be had, either plain or with an engraved pattern. These sets may be had in colors of emerald, peach, willow blue, and amber, and the square shape is also made in ebony. They are fitted with two types of tops, the double lipped one mentioned above, and the regular type. These are highly silver plated with a cork fitting. A feature of these tops is the fact that the cork does not show through the glass. CGL

February

Among the new wares of the Cambridge Glass Co. on display was a line of gold-edged bowls and vases decorated with paneled urn etchings. These pieces came in green, Peach-Blo, Willow blue, Madeira, and crystal. There was also a new line of dinnerware, both square and six-sided, carried out in the different pastel shades, and also in a new color that resembles old gold. Bridge sets in the so-popular "Ebony" glass, the stemware having black feet and crystal bowls, were being shown too, and a distinct novelty was the radio lamp. This lamp has an ebony base and bears a crystal figure through which a two-toned light radiates. Early American bowls were on display in the Cambridge showrooms, also, in mystic blue, rose du Barry, "Krystol," cinnamon, jade and ebony. Etched crystal vases with ebony feet, some carrying gold edges, were being shown, and there were also attractive vases in ebony, green and crystal, ornamented with clear glass decorations. CGL

February

"Springtime" by Cambridge. One of the newest and most appealing lines of special glassware to appear on the market for 1930 is the "Springtime" line being introduced by the Cambridge Glass Co. Flower bowls, console sets, vases, etc. are included in the Springtime offering which is striking with its embossed design in clear glass which is emphasized by a frosted background. Another group from this factory features black glassware with gold encrustations and etchings in artistic combinations on new and unusual shapes. CGJ

February

Cambridge Glassware has gained an enviable reputation among the retailers of the country for its quick turnover, and is frequently referred to by them as "the best selling line" of glassware. You will understand why this is, when you see our 1930 creations in our permanent sample rooms. CGJ [Cambridge paid full page advertisement. The text was superimposed over a large triangle with the words Quality on the top point, Originality on the left point and Salability on the right point.]

February

As usual the Pittsburgh Exhibit rang with the praises of the new Cambridge Glass Co.'s line. The new items were quite as extensive and diversified as in past years. These handled relish dishes....were deservedly very popular. They are made in amber, green, peach, blue and crystal, either plain or gold embellished handles and edges. These are now on view at the concern's New York salesrooms, 184 Fifth Avenue. CGJ [Illustrated were the No. 1093 2 part keyhole handled relish and the No. 862 4 part keyhole handled relish.]

February

Artistic -Swans -Colorful. Useful -Decorative -Salable. A Swan For Every Purpose.
Suggestive of the attractiveness and usefulness of the Cambridge complete line of swans is the illustration above. Made in various sizes and useful in many ways not only for formal affairs, but for every day. Can be had in all the Cambridge colors, including Peach, Emerald, Crystal and Ebony. May be retailed at from 25 cents to $5.00 the piece. CGL [Text from a Cambridge paid full page advertisement. Illustrated were four sizes of swans: the smallest containing nuts, the next size with a ladle, the next size holding what appears to be celery and the last with a floral arrangement. No actual item numbers or sizes were provided.]

March

Among the attractive new offerings of the Cambridge Glass Co. is a line carrying out a hunting scene design in gold encrustations on ebony. This is available in stemware, bowls and other miscellaneous pieces. Gold encrusted emblems on gold crystal make up a singular new Cambridge presentation of the year. Candelabra, comports, bowls, sugar and creamers, sandwich trays, etc., are offered in this fascinating new design. CGJ

March

This Trade-Mark Label Indicates Glassware of Quality. You Can Depend On It.
A most varied assortment of up to-the-minute wares always at your command through Cambridge. Useful Decorative Salable These words describe in brief the purpose of Cambridge Glassware for the Table and the Home. Designs, Colors and Decorations are unexcelled, providing merchandise that has a real appeal with the modern woman. The Sugar Bowl or Bon Bon illustrated is one of the many attractive and useful little items which Cambridge offers in beautiful etched designs on transparent colors of Peach, Emerald, Gold Krystol and Willow Blue. If you have not seen the extensive Cambridge line in Ebony, ask us about it now. There are many exquisite pieces, both plain and decorated. CGL [Text of a full page Cambridge paid advertisement. Illustrated was the No. 1169 Sugar Bowl, metal handle with tongs, Etched No. 739.]

March

If you buy glassware on price alone you only receive quality that can be produced for the price, and most frequently these are the slow sellers and unprofitable numbers. Cambridge glass means quality and design which makes a ready appeal and quick sales with profit. Cambridge productions are known to all buyers as the best selling line of glassware. No chain store competition. Our 1930 line is without equal and no up to date store is complete without it. CGJ [Cambridge paid full page advertisement in the same format as the February advertisement but with different verbiage.]

March

Two new types of cocktail sets offered by the Cambridge Glass Co., Cambridge, Ohio, and on display in their showrooms throughout the country. One is of square design and the other of Modernistic lines. They are available in all of the popular Cambridge colors and may be had either with or without the trays. The salesroom of the New York office is at 184 Fifth Avenue. CGJ [Illustrated were the 1020/1021 & 1105/1106 cocktail sets.]

March

Quite a faithful reproduction is the swan. It is made in several sizes, the larger ones being fitted for use as flower bowls. Made in various finishes and colors by the Cambridge Glass Co., Cambridge, Ohio CGL [The swan illustrated contained a liner bowl.]

April

The Cambridge Glass Co. has a wide range and choice of brand new items that are now being featured. These are all on display in the New York showrooms, 184 Fifth Avenue. Any of these is unusually well suited for gift purposes, and it can be truthfully said that the firm without a doubt has the best line it has ever shown. Illustrated and typical of these new things are a bowl and vase. In vases, this assortment presents five different sizes, shapes and patterns in a color selection of jade, krystol and ebony. It is known as the "La Fleur" line, and bears this name as each treatment features a different type of flower. The flowers are raised and in a clear effect which is in pleasing contrast with the frosted body. This idea is carried out also on the bowls which are shown in four different shapes. It might be mentioned here that these bowls are particularly adapted to the Cambridge figure flower holder which is so well known and has become so popular. CGL

April

Today The People of America rely on reputation in selecting all home appointments. They turn naturally to the manufacturer who is best known for good products at a fair price. They have learned that no name stands higher than Cambridge in the glass business- -makers of quality glassware for years. CGJ [Cambridge paid full page advertisement in the same format as the February and March ones but with the different verbiage and four illustrations. These were line drawings of the No. 1095 Sugar & Cream Set, No. 1215- 619 Cruet Set, No. 1095 relish and the No. 862 relish.]

April

Dainty as Apple Blossoms and far less perishable are these lovely new examples of Cambridge Glass, delicately etched, all wrought in the tender green of new foliage, the pink of early roses, the gold-krystol and amber of daffodils, and the limpid blue of cloudless May skies. CGJ [The pieces illustrated were etched Apple Blossom.]

April

Most Brides Would Like This.
For both formal and informal affairs, the combination of black and crystal glass has been featured by many stores and departments. How the combination lends itself to most attractive settings is well shown by the illustration. The ware shown is by the Cambridge Glass Co., of Cambridge, Ohio. Their black glass is known as "Ebony." The center arrangement is made up of swans in "Ebony" glass with a large swan as a flower holder and smaller swans as candle holders. The flat ware is in "Ebony" glass while the cup is crystal, contrasting with the black saucer. Crystal bowls in optic designs with "Ebony" stem and foot are used for the stemware. CGL [The flatware was from the 3400 line, as was the cup and saucer. The stemware illustrated, goblet tall sherbet and cocktail, were from the 3115 stemware line.]

April

The vase and bowl illustrated are two numbers of the "La Fleur" line that has just been placed on display by the Cambridge Glass Co. These are shown in a fine variety of shapes, sizes and treatments in colors of jade, krystol and ebony. CGL

May

The artistic Swan line of the Cambridge Glass Co. still continues to gain favor. Made in various sizes and useful in many ways, not only for formal affairs but for every day as well, it is a splendid number for the hot weather months. It is to be had in all the Cambridge colors including peach, emerald, crystal and ebony and is on display at their New York showroom, 184 Fifth Avenue. CGL

May

Eugene Henn, a member of the Cambridge Glass Co. selling organization, left the end of April for a two weeks selling trip through New York State. Mr. Henn is connected with the Cambridge New York office. CGL

May

Arthur J. Bennett, head of the Cambridge Glass Co. was recuperating at Ventnor, N.J. recently where he enjoyed the salt breezes wafted along the beach from the bosom of old ocean. CGL

May

Alluring - Modernly Styled.
Appealing in design and decoration, Cambridge glassware for table and home, meets the demands of the day. Illustrated is an etched decoration of lasting beauty on fine crystal. The stems and feet are in "Ebony," a shimmering black. A line to make and keep friends and build up your sales. The goblet, tall sherbet and footed tumbler are shown. The shape is No. 3115 and the etching is No. 742. CGL [Cambridge paid full page advertisement]

May

....and there were many (bridge) sets in the pale rose and light green of the Cambridge Glass Co., and made by Cambridge, too, was a bridge set in ebony and pale amber, a most distinctive combination. CGL

May

There is a wide variety of new shapes among the vases that are being shown by the Cambridge Glass Company. 184 Fifth Avenue, New York, of which the two illustrated are excellent examples. These may be had either plain or etched, cut and decorated in a variety of colors. There are also many new shapes and combinations added to their stemware lines of which the Springtime treatment is one of the latest. CGL [Illustrated were the No. 279 13 inch vase etched No. 742 and the 3400/23 10 inch vase with an unidentified engraving.]

May

Cambridge Glass Co.'s "NEW" Factory Showrooms.
Recently the Cambridge Glass Co. completed the construction and equipment of new showrooms on the lower floor of their office building at Cambridge, Ohio. These consist of a group or series of rooms totaling 2600 sq. ft. of space, designed in the most up-todate manner of showing merchandise to advantage in a harmonious setting. The ceiling and walls of the rooms are in light buff tones, the floor is of rubber composition tile in dull red with black border, the fixtures are of natural oak with silver antique finish, specially designed to give the best illumination of crystal and colored glass; many of the tables have mirror tops, reflecting the contours and colors of the ware. All is arranged with the purpose of giving the visitor an impression of the most advantageous modern methods of display.

The Cambridge Glass Co. believes that the quality and beauty of modern glassware entitle it to more appreciative attention on the part of the dealer than it has received heretofore. Glassware has been too haphazardly displayed; it has never received the consideration in the matter of display that has been accorded to the china and earthenware. Formerly regarded as a cheap commodity in comparison with china, glassware was treated as a side issue; the incentive for good display was lacking. Today this attitude is both unjustified and ridiculous. The well merited popularity of glass as table decoration, the established custom of using it in choice ensembles, the development of large unit sales, these have made practical displays of glass a matter of unquestionable importance. One of the most practical methods is to arrange it in complete ensembles of any given color, on separate small tables covered with cloth of matching or harmonious hue, emphasizing the beauty of the various lines; and this method has been followed in the factory showrooms.

When we talk of glass we speak of one of the world's oldest commodities, one that has brought pleasure and comfort to mankind for centuries. Coming in cruder form to use from the time of the Phoenicians, it has been developed through the ages until it has become well nigh indispensable to mankind today. In this country glass was manufactured as early as 1608 at Jamestown, Virginia, in the form of beads and crude bottles; it was one of the first manufactured articles, if not the first, to be exported from this country to Europe. Ever since that time the industry has made progress until today it is one of the largest in the country.

Manufacture of glass was by human hand power until about the year 1900, when semi-automatic machines appeared in the industry; they were quickly followed by entirely automatic machines that are now producing most of the window glass, plate glass and bottles and are making inroads on the production of tableware. The glass manufacturer has kept abreast of the times in developing new types of ware, in producing glass of various colors as well as the fine crystal glass decorated by means of several processes. All this is intended to show that glassware no longer should be regarded as a commodity that can be side-tracked. It has won a position in the market that calls for undivided attention and offers the return of profit equal to that of any of the other lines in the department.

Another interesting feature of the Cambridge factory is the model cafeteria, a new addition housed in a separate building and fitted with the most modern equipment. It seats 150 persons. The interior is tastefully designed: buff ceiling, natural red brick walls, red tile floor, mahogany furniture. The self-contained kitchen contains Frigidaire and all modern electrical devices for keeping food and beverages at the proper temperature. This cafeteria, which averages 400-500 meals a day, is operated day and night. It is rated a cost of $15,000-$16,000 and is regarded as one of the finest in the state. Executives of the company and all visiting buyers are entertained in this cafeteria, where they can get in contact with employees and discuss problems and plans. The company extends hearty welcome to the trade to visit the showrooms and to break bread in the new restaurant. Judged on its own account, this cafeteria is appreciated by employees as additional welfare to group insurance which the company has carried for a number of years. The firm has learned that his welfare work "steps up" the general character of employees, which in turn is evidenced in the quality of the product. CGJ

May

One Reason Why Black Glassware Is So Popular. The Cambridge Ebony Black Glassware.
When you realize the great difference in black glassware, then you will appreciate Cambridge Ebony more than ever. Cambridge is proud of the quality of its Ebony and many dealers have already learned that the use of the name Cambridge in the own advertising is an endorsement of quality. CGJ [Cambridge paid full page advertisement. This was a repeat of the advertisement featuring the triangle with the new verbiage given above.]

June

Apple Blossom is indeed the proper name for this splendid glass dinnerware. It is the newest to be brought out by the Cambridge Glass Co. and may now be seen at their showroom, 184 Fifth Avenue. This is on the new 3400 shape and in addition to the dinnerware is also carried out on kindred pieces, such as cheese and crackers, sandwich tray, etc., as well as in stemware. This may be had in five colors, gold krystol, amber, emerald, peach and willow blue. The Cambridge dinnerware is also featured in many other shapes and patterns in the above mentioned colors. CGL [Illustrated was a table set with 3400 Line dinnerware, a 3130 goblet, and a 1066 tumbler etched Apple Blossom.]

June

Someone is also Imitating You!
But don't let that disturb you for they say, "imitation is the sincerest form of flattery." Some inferior manufacturers may imitate merchandise which Cambridge originates and other stores may imitate the policy and arrangement of your store, but they can never copy the personality which is the character upon which your business and that of The Cambridge Glass Co. has been built. We intend to continue to originate new glassware of Quality and Salability for the store that intends to continue to be original. CGJ [Cambridge paid full page advertisement. This is a repeat of the Triangle advertisement with new verbiage as given here. Illustrated by line drawings were the No. 402 vase, etched No. 741, a Decagon luncheon set and pieces from the 3400 line.]

June

New Chicago Showrooms Opened by Cambridge Glass Co.
The new Cambridge Glass Co.'s showroom in the Merchandise Mart, Chicago, was opened to the public June 1. Situated at the end of the Kinzie Street corridor, it occupies one of the most advantageous positions in the vast building. The window fronting the corridor is completely covered by the company's trademark in black and gold.

The decorative scheme of the Chicago showroom follows closely that so successfully used in finishing the recently completed factory showrooms. The ceiling and walls of the display room are in light buff, with a rubber composition floor in gray and dull red. The tables, cabinets and shelves are of natural oak with silver antique finish, specially designed to give the most effective illustration of crystal and colored glass. Natural as well as artificial light is used in securing illumination for the room, in as much as it is a corner room with two sides letting in the natural rays of light, The showroom is somewhat V-shaped, with the entrance at point the room widening out, giving a spacious expanse of display.

Felix Wohlgemuth is manager of the Cambridge office. He recently came here from New York to accept this position. He was formerly for a number of years with the Hirsch-Malgood Co., and then was in the manufacturers' agency business for himself and later he was with Morimura Bros. for some time. Miss Martha Beck is his assistant. CGJ

June

Bath Room Bottles Supreme. You Can't Go Wrong With A Set Like This.
Attuned to the moment, Cambridge wares offer style, quality and attractiveness to the highest degree. This Bath Room Set in Ebony and Crystal is but one of many specialties in popular colors and crystal and in combinations.

This Bath Room Set is composed of Ebony Tray with five bottles in Crystal with Ebony glass stoppers. The bottles are attractively etched. They may be had separately or in other colors if desired. CGL [Text from a Cambridge paid full page advertisement.]

(To be continued)