Bernheimer Brothers - The Story Behind The Glass
Based on updated and new research carried out since our original work in 2014.
Take a Many Stars bowl, swap the large central star for a smaller star and add the lettering BERNHEIMER BROTHERS and hey presto, you’ve got yourself an advertising piece. It was fairly easy for Millersburg to produce this item for the Bernheimer Brothers store in Baltimore, using an already existing pattern.
Close comparison of the Many Stars and Bernheimer bowls suggests they are identical save for the central section. It seems entirely possible that Millersburg re-cut the Many Stars plunger, adding the Bernheimer lettering and effectively abandoning the original, central Many Stars pattern. It is impossible to prove, but from our research into the Millersburg factory - Magnificent Millersburg: The Rise and Fall - we know just how short-lived the factory was, so a re-cut plunger was very likely. Both Many Stars and Bernheimer Brothers pieces used the same exterior pattern mould, Trefoil Fine Cut.
It's not hard to see the attraction of Millerburg's Many Stars pattern to the Bernheimer brothers, Ferdinand and Herman. They were prominent members of the Baltimore Jewish Community, and Millersburg's use of the 6-point star as the main pattern motif was a clear reminder of the Jewish symbol, the "Magen David" (or Star of David). The central motif on the Bernheimer bowl is however a 5-point star - perhaps intended as a strong reference to their allegiance to the USA which features such a star on the National Flag.
Close comparison of the Many Stars and Bernheimer bowls suggests they are identical save for the central section. It seems entirely possible that Millersburg re-cut the Many Stars plunger, adding the Bernheimer lettering and effectively abandoning the original, central Many Stars pattern. It is impossible to prove, but from our research into the Millersburg factory - Magnificent Millersburg: The Rise and Fall - we know just how short-lived the factory was, so a re-cut plunger was very likely. Both Many Stars and Bernheimer Brothers pieces used the same exterior pattern mould, Trefoil Fine Cut.
It's not hard to see the attraction of Millerburg's Many Stars pattern to the Bernheimer brothers, Ferdinand and Herman. They were prominent members of the Baltimore Jewish Community, and Millersburg's use of the 6-point star as the main pattern motif was a clear reminder of the Jewish symbol, the "Magen David" (or Star of David). The central motif on the Bernheimer bowl is however a 5-point star - perhaps intended as a strong reference to their allegiance to the USA which features such a star on the National Flag.
Many Stars bowl, green.
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Bernheimer Brothers bowl, blue.
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The Bernheimer Brothers bowl measures around ten inches across, and it is only known in blue, which is otherwise a rare colour for Millersburg's Carnival, and in the ruffled bowl shape shown above. Many Stars bowls are found in several colours (amethyst, blue, green, marigold and vaseline) and in variously shaped bowls. One example of a Many Stars chop plate is known in marigold. There is also a variant to the Many Stars pattern where the central star has six points, rather than five.
Trefoil Fine Cut - the exterior pattern on both Many Stars
and Bernheimer pieces. But what of the store itself? Ferdinand and Herman Bernheimer opened their original store in 1888 in a tiny leased space at 311 – 313 West Lexington, Baltimore. Later, they expanded into a much larger, leased building at 315 – 319 West Lexington. By 1907 they had commissioned a new (inter-connected) annexe store at 302 West Fayette St. Here it is (on the right) - the location of the store at the time when the Carnival bowls were made. |
Above: a variation of the Many Stars pattern has
a 6-point star in the centre. 
The Bernheimer Brothers Department Store. 302 West Fayette Street, Baltimore. Baltimore City Life Museum & Maryland Historical Society.
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Circus clowns, automatons, and even baby contests - 1906 style!
The Bernheimer Brothers were well versed in the many and varied ways of promoting and marketing their business, using a range of enticing features to increase footfall. This extract below tells of some of the amazing techniques that the Bernheimers employed to encourage people into their store (source: "Sales Plans - a collection of successful ways of getting business, compiled and edited by Thomas A. Bird. Columbia University Internet Archive).
The Bernheimer Brothers were well versed in the many and varied ways of promoting and marketing their business, using a range of enticing features to increase footfall. This extract below tells of some of the amazing techniques that the Bernheimers employed to encourage people into their store (source: "Sales Plans - a collection of successful ways of getting business, compiled and edited by Thomas A. Bird. Columbia University Internet Archive).
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Clothes, cows and vaudeville!
They opened their new store on West Fayette with an equally grand fanfare, with a range of enticing features to increase footfall. In the new store, they catered for virtually every aspect of their "target" customer needs. Clothing, shoes and shoe repairs, accessories, piece goods, art goods, toys, and many other items were sold, with the added attractions of services such as a roof garden with a children's playground, restaurant, a vaudeville theatre, cleaning services, and a photography studio.
For a time, cows were milked on the roof to entertain the children (the dairy products were then sold in the store). There were "big name" attractions at the theatre: Anna Ashe reportedly played the piano there; her daughter noted that "she was very proud that she had played for Al Jolson and Eddie Cantor, who came by the store to purchase sheet music. Vaudeville stars would come into the store from the nearby theatres, to buy music and listen to the songs.” *
They opened their new store on West Fayette with an equally grand fanfare, with a range of enticing features to increase footfall. In the new store, they catered for virtually every aspect of their "target" customer needs. Clothing, shoes and shoe repairs, accessories, piece goods, art goods, toys, and many other items were sold, with the added attractions of services such as a roof garden with a children's playground, restaurant, a vaudeville theatre, cleaning services, and a photography studio.
For a time, cows were milked on the roof to entertain the children (the dairy products were then sold in the store). There were "big name" attractions at the theatre: Anna Ashe reportedly played the piano there; her daughter noted that "she was very proud that she had played for Al Jolson and Eddie Cantor, who came by the store to purchase sheet music. Vaudeville stars would come into the store from the nearby theatres, to buy music and listen to the songs.” *
Pile it high, sell it cheap.
From the very start, the Bernheimer Brothers understood the need for targeted promotions. An 1890 newspaper clipping that we found had this delightful tidbit: “Besides catering to the wants of their customers, the Messrs. Bernheimer provided ice cream for all the ladies who attended the (Fall) opening”. The Bernheimer's actively sought buyers with only a few cents or maybe a dollar or two to spend. They aimed to be Baltimore's greatest low-price “bargain” house - “one of the leading moderate price retail stores in Baltimore”. They courted shopping frenzy. They wanted their store filled with hundreds of people pawing over tables of heaped-up merchandise. They sought customers who would buy on impulse.
The store (and their prices) also attracted "well-to-do” customers, some of whom would tell the delivery man to park his horse-drawn wagon around the corner, so their neighbours would not know they shopped at Bernheimers!
From the very start, the Bernheimer Brothers understood the need for targeted promotions. An 1890 newspaper clipping that we found had this delightful tidbit: “Besides catering to the wants of their customers, the Messrs. Bernheimer provided ice cream for all the ladies who attended the (Fall) opening”. The Bernheimer's actively sought buyers with only a few cents or maybe a dollar or two to spend. They aimed to be Baltimore's greatest low-price “bargain” house - “one of the leading moderate price retail stores in Baltimore”. They courted shopping frenzy. They wanted their store filled with hundreds of people pawing over tables of heaped-up merchandise. They sought customers who would buy on impulse.
The store (and their prices) also attracted "well-to-do” customers, some of whom would tell the delivery man to park his horse-drawn wagon around the corner, so their neighbours would not know they shopped at Bernheimers!
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Other commemorative items were made for the store, as well as the Millersburg Carnival Glass bowls. On the immediate right is a ceramic mug bearing commemorative lettering, (picture courtesy of Seeck Auctions). The wording on one side of the mug reads: "Bernheimer Bros Big Home Stores Baltimore Md." On the other side, it states: "302-306 West Fayette St. through to 311- 317 W. Lexington St". On the front, opposite the handle, is an image of the store façade (looking exactly like the photo above right). Underneath the image it reads: "Opening of Fayette St. Annexe – 1907". On the far right is a press moulded crystal glass creamer inscribed Bernheimer. A fatal miscalculation! The Bernheimers made a success of selling cheap items in large volumes, but they made a terrible mistake with their store’s location. To attract the budget shopper, it was vital to have a store entrance on Lexington, but they only leased that building. When the brothers refused to pay a higher rent, the owner leased it to another tenant. The Bernheimers were left with a large modern store on Fayette - but it was in the retailing desert for the low price / high volume customer. Facing ruin in 1925, they negotiated a merger with the Leader store (which had its frontage on Lexington), becoming the Bernheimer-Leader, which decided to take the business up-market. This was another bad move, and the venture failed. |
Other Bernheimer advertising pieces.
Photo courtesy of Seeck Auctions. |
In September 1927, the Bernheimer flags were lowered for the last time. Bernheimer-Leader was bought out by the Hecht Co. which in turn was acquired by May Co. in 1959. The May Co. is still in Baltimore, now part of Macy's.
One other Bernheimer Brothers commemorative piece has a link with Carnival Glass.
The discovery, found when browsing eBay, came as quite a surprise - it was a crystal pressed glass water pitcher bearing Bernheimer Brothers lettering, and the pictures shown here are with the permission of the seller, DeAnna Gabriele.
Moulded on the pedestal foot of the water pitcher are the words BERNHEIMERS ANNIVERSARY 1913 - as shown above.
The actual water pitcher is shown on the left, below - the pattern is Hobstar Band. The occasion was the 25th. anniversary of the opening of the Bernheimer Brothers' Department Store in 1888. It is undoubtedly a rare item (certainly the first we have seen): who made it?
The actual water pitcher is shown on the left, below - the pattern is Hobstar Band. The occasion was the 25th. anniversary of the opening of the Bernheimer Brothers' Department Store in 1888. It is undoubtedly a rare item (certainly the first we have seen): who made it?
The crystal (clear) Hobstar Band pitcher with Bernheimer Anniversary Commemorative wording underneath the base.
Courtesy of DeAnna Gabriele. |
A Hobstar Band water set (dome footed variant) in marigold Carnival. As yet, the pitcher has NOT been found with the Bernheimer wording.
Courtesy of Seeck Auctions. |
The twist here, of course, is that the Hobstar Band water set is also known in marigold Carnival Glass. You can see the set in Carnival above - it is found with straight sides and a flat base, and also as seen here, with a pedestal foot (and sometimes called the Variant). The maker of this Carnival water set is not known for certain, but has been speculatively attributed to Lancaster Glass, US Glass, Cambridge, Imperial and also to McKee. To the best of our knowledge, no Bernheimer lettered items in the Hobstar Band pattern have yet been reported in Carnival Glass. But if you have a pitcher … check the base!
And here’s yet another twist to the Bernheimer story. Did you know that there was another Bernheimer Bros. store that was totally unrelated to the Baltimore store? It was a dry goods emporium, established in the late 1880s at 912 Main St Kansas City, by the Bernheimer Bros.—Gustav, Israel, and Jerome (they retired in 1919). The store also did a lot of promotional advertising, seemingly focusing on small items like cards and spoons. Here’s the footer from one of their large newspaper ads in 1896 (in the Kansas City Journal).
* Anna M. Ashe obituary, 1994 Baltimore Sun
http://articles.baltimoresun.com/1994-02-13/news/1994044011_1_smay-harford-road-ashe
http://articles.baltimoresun.com/1994-02-13/news/1994044011_1_smay-harford-road-ashe
Read more of The Stories Behind The Glass in Carnival Glass Times