The Emma Harte 7-Book Collection: A Woman of Substance, Hold the Dream, To Be the Best, Emma’s Secret, Unexpected Blessings, Just Rewards, Breaking the Rules. Barbara Taylor BradfordЧитать онлайн книгу.
CHAPTER THIRTY-EIGHT
The following morning found Emma at her desk in her department store earlier than usual. Elegantly dressed in a severely tailored black silk dress and pearls – ‘the Harte uniform’, Joe called it – she sat studying two fat ledgers. Her deep absorption in those minute black figures running in punctilious columns down the wide pages was so complete she was only dimly aware of the store coming to life and of the sounds of traffic outside.
Emma’s attention was riveted on the books for the department store, which she had bought in the latter part of 1912, renovated and modernized with Blackie O’Neill’s assistance, and opened with fanfare in January of 1913.
The store had been an instantaneous success. Brilliant advertising, personally conceived by Emma, attracted the public to its doors. They came in droves to scrutinize and criticize this lavish and exotic emporium that had flowered within the hallowed precincts of Lister’s, formerly the most conservative of stores, which had been taken over by some parvenu, an ambitious young woman with newfangled ideas. To their incredulity they were captivated by the glamorous ambiance and the air of exclusivity that pervaded every floor. Lulled into a state of euphoria by the elegant interiors with their glittering mirrors, plush carpeting, harmonious lighting effects, and the specially perfumed air, they remained to browse, to exclaim and admire, and were inevitably induced into buying, unaware that they had been cajoled by the tasteful and tranquil surroundings into spending money through a psychological approach far ahead of its time.
Emma’s skilful displays of all her products attracted marvelling eyes to its quality, its stylishness, and the reasonable prices. The merchandise was the dernier cri, so elegant that the ladies of Leeds and other nearby towns found themselves unable to resist temptation, dipping into their purses with enthusiasm, under the gentle encouragement of the charming and pleasant-mannered salesgirls, rigorously trained by Emma in what she termed ‘the art of the understated sell’, and which in later years she was to call ‘the soft sell’.
Another contributory factor to the store’s popularity was the café Emma had opened on the second floor. She had decorated it in the style of an English country garden, utilizing pastoral scenic wallpaper, white-painted trellises, artificial topiary, and birdcages housing exquisitely rendered copies of colourful birds. She named it the Elizabethan Gazebo and dressed the waitresses in simple pale green uniforms, frilled white organdy aprons and caps. The enchanting setting, a refreshing change from the overblown pomposity of Victorian décor, the serene atmosphere, superior service, and the simple but tasty dishes made the Elizabethan Gazebo all the rage. It became the chic gathering place for morning coffee, light luncheons, and afternoon tea. Smart women took to rendezvousing there and few left the store without making some kind of purchase, just as Emma had shrewdly anticipated. This innovation, a wholly unique departure for a department store, immediately started a trend in Leeds. It prompted her envious competitors to follow suit, but their rococo imitations were tasteless in comparison, and her stylish café was so well established its business was unaffected.
The gift wrapping of merchandise was another idea dreamed up by Emma, who remembered her own excitement at receiving that brightly wrapped gift from Blackie on her fifteenth birthday. This small service was not performed by other local stores and it gave her yet another sales advantage. With her unerring understanding of the public, Emma was convinced this token gesture, costing relatively little in time, effort, and money, would delight her customers, especially since she made no charge for it, and she was proven right. A gift wrapped in silver paper, tied with silver ribbon, and decorated with a tiny spray of silk violets became the cachet of Harte’s. So did the courtesy and helpfulness of the doorman who assisted with packages, opened carriage and motorcar doors, and performed other gallant little duties, and in his splendid gold-braided uniform of deep royal blue he added a touch of distinction to the main entrance. Finally, in an effort to persuade her customers to buy everything they needed from Harte’s, and in greater quantity, Emma offered door-to-door delivery of goods three times a week. Her customers came to rely on this service, and it boosted sales to such a staggering extent she had to revise her timetable and send out her royal-blue vans five and sometimes even six days a week to fulfil the orders.
On this Saturday morning, twenty months after the store had opened its doors, Emma Harte was in the black and profits were soaring. She had more than sufficient cash in hand to carry her for several years, she decided, as she reviewed the figures. Nonetheless, she was loath to pull fifty thousand pounds out of the store’s bank account at this moment, even though it was hefty with deposits. The country had only been at war for four days, but with her prescience Emma knew they could be in for a long siege, and she might suffer serious set-backs if trade fell off because of the public’s depressed mood, and their reluctance to buy in the grim days ahead. She recognized that she must not endanger the stability of the store by making rash moves or by over-extending herself.
Emma turned to the ledger for the Gregson Warehouse, a wholesale supply company she owned. Her eyes swept over the figures and she did some swift mental arithmetic. Her cash reserves for this company were considerably higher than the store’s bank balance, chiefly because she had owned it for a longer period, was selling products in bulk to the mass market, and had virtually no overheads. Moreover, she was heavily stocked and she would not need to buy new merchandise from the manufacturers for a year, and so she did not anticipate heavy cash expenditures.
She turned the page. Her glance settled on the Accounts Receivable columns. A quick tabulation of the figures reminded Emma that she was owed almost one-hundred-and-eighty-thousand pounds by the various stores in London, Manchester, and Scotland who bought from the wholesale warehouse on a regular basis. She was not worried. The money would start trickling in within the next thirty days. However, she had been aware for some weeks that a number of stores were tardy in their payments. She jotted down the names of those customers whose accounts were overdue and running into the ninety-day period, determining that pressure must be exerted on the delinquent companies immediately. Her terms were thirty to sixty days, although she often extended credit for longer periods to old and valued customers. Now that practice will have to cease, she concluded with detachment. Emma, who could be understanding of problems on a personal level, was hard-headed and without sentiment when it came to business. Joe had once accused her of having ice water in her veins and she had responded, ‘Yes, that’s true. Just like a banker.’
Emma sat back in her chair, tapping her teeth with the end of the pencil, lost in thought, and then she leaned forward and picked up the clipping from the Financial Times, which had been on her desk for the past week. The story in question detailed the closing of the London Stock Exchange and the raising of the bank rate from 4 per cent to 8 per cent on Friday, July 31. Both measures had been sensational, and to Emma they were indicative of the grave view of the crisis taken in financial circles. Emma had realized that the first action was simply intended to avoid panic in the City, by giving dealers time to steady themselves before being called upon to settle their disorganized Stock Exchange accounts. But she was aware that the raising of the bank rate was meant to hinder the drain of gold out of the country. To Emma, watchful and weighing all the odds, this had been the most ominous sign of all. Whatever the politicians said, war was imminent.
These developments had prompted her to take action regarding a business venture she had been contemplating. Rather than intimidating her into abandoning this new enterprise, it had actually encouraged her to plunge ahead with it. At the same time, the rise in the bank rate had induced her to reject the idea of borrowing from the bank to finance the project, as she had originally intended, and despite the fact that she had never been reluctant to use the bank’s money in the past.
In point of fact, when Emma began to extend her business in 1910, she had entered the arena of high finance with many powerful psychological advantages. By nature she was an optimist and totally unafraid of taking chances, believing she could make her own luck in business. Her risks were calculated risks and in a sense she was a guided gambler, as she was to be all of her life. David Kallinski understood her, being cast from the same mould himself.
Emma also had nerves of steel, and these characteristics set her apart from many of her male contemporaries and