Then and Now: Pearls of Grantham High Street advertised new spring stock in 1934

Pearls London and Provinces shop was at 62, High Street, writes Ruth Crook of Grantham Civic Society.

In March 1934 there was an advert in the Grantham Journal from Pearls telling that their new Spring outfits were now in stock. It said ‘Attractiveness is the result of careful choosing of clothes. But supposing you have not the selection to choose from it is impossible to be smart, no matter how carefully you choose. Now you have hundreds and hundreds of Coats and Gowns to choose from: yes, and we have hundreds and hundreds of Costumes and Swagger Suits to choose from as well.

‘You may try on as many as you wish at your leisure, so you can rely on being smart this Easter’.

Another advert that month said ‘Happy are the brides that the sun shines on. This however, is only a saying. Happy indeed are the customers of Pearls because they are so much smarter than the rest.’

In the 1930s one of the most common smart outfits worn by women was a Swagger suit. This consisted of a matching skirt and jacket with a blouse. This were made of many different fabrics, including tweed for the winter to silk or rayon for the summer.