Posts Tagged ‘Loft’s Candies Sign NYC’

A downtown neon candy store sign is falling apart

December 30, 2019

What in the world is going on with this Loft’s Candies sign? Faded and falling apart, it’s been hanging on for dear life at 88 Nassau Street for several years, after another store sign came down and brought it back into view.

I’m not sure how long it’s been visible again, but it seems that it reappeared long after what remained of the once-renowned Loft Candies company closed its existing stores for good in the mid-1990s.

Not only have the neon red letters long gone dark, but the small, unusual building—at the edge of the Financial District—looks like it’s coming apart at the seams.

An Ephemeral reader who worked downtown for years snapped this recent photo (at top) of the sign; it’s the first time the reader spotted it and was astounded enough to take a picture.

The sign is in worse shape since I captured it in a photo in 2017 (at left). And while I don’t know when the store closed, it didn’t occupy this space until after 1940, since it doesn’t show up in the Department of Records 1940 tax photos database.

As dilapidated as it looks, imagine the Loft company in a sweeter time, say the first half of the 20th century—when its candies were popular all across New York City and ads for their holiday sweets appeared in all the city papers as Christmas approached.

Just think about how wonderful it was to get the “De Luxe Round Gift Box” as a gift, pictured above in the New York Daily News ad from holiday season 1941.

Or imagine the thrill of being a kid and finding a pound of “glass candies” in your stocking on December 25, as the 1914 ad in the Evening World suggested!

[Thanks to NA for snapping the recent photo!]