Posts Tagged ‘Booksellers' Row Fourth Ave NYC’

A cigar box label’s charming New Year’s greeting

December 28, 2020

When I first saw this Happy New Year greeting, I thought Schumacher & Ettlinger must be a cigar company, with offices on 19th Street and Fourth Avenue, as the image states.

Instead, Schumacher & Ettlinger appear to be a lithography company that produced labels for cigar boxes. Makes sense based on their address; Fourth Avenue (Park Avenue South today, of course) was in the city’s publishing and booksellers’ district…close to what became known as Booksellers’ Row in the 20th century.

The first box label carries the date 1893, and the second one doesn’t appear to have a copyright date. Whenever they were produced, I’m sure the person gifted with a box of cigars for the New Year was quite charmed.

[First image: MCNY 40.70.487; second image: MCNY 40.70.486]