A night for invited guests on 4th September at the Elizabeth Street store was a feast for all the senses. The champagne flowed, the canapes were delicious, the music was loud, the atmosphere was electric and the fashions were luscious.
Celebrating is nothing new to David Jones. It has traded continuously for over 170 years.
Loyal long-time customers
It introduced credit card in 1957. It has changed the merchandise as the generations have demanded. It used to mend my pantyhose for 20shillings [20 cents]. Uni Students used to get 5% discount on purchases in the 1950s. Baby clothes, school uniforms, debut frocks, racing suits and hats [used to be on the 7th floor until the renovations in the '80s], bridal gowns and furniture for your 1st, 2nd - 7th house. Then the next generation follows suit.
The 4th floor is now reserved for intimate apparel. One of the more thoughtful additions for women is the Rose Clinic situated in the bra department. In association with Breast Screen N.S.W., women can book, free of charge for mammograms. Consults are on hand to help women with the correct bra sizes. Yes Charlotte, there is such a thing as a comfortable bra! Most of the merchandise today concentrates on fashion, the sizes have also changed as the population has grown wider, not taller.
For the past 2 years, the Elizabeth Street store has undergone a 220 million dollar upgrade which will be completed at the end of 2019.
Too much champagne?
Bright Night' another milestone was set for DJs. Card carrying customers, some who have been loyal for over 70 years [yes 70!] were invited to celebrate the opening of the newly renovated floors. Australian designers were represented, looking resplendent in their own creations.
What a celebration it was. The champagne flowed liberally 3 paces after we entered the building. Waiters galore allowed a glass not to remain even half full. The guests followed the dress code, even if today fancy dress could pass as cocktail wear. Scrumptious canapes, lethal cocktails hid in icy poles, fairy floss and ice-creams for the young at heart. Turn around and oysters were opened on demand.
Here comes the parade
The star of the show was the new season day wear. Every 20 minutes, introduced by a marching band of drummers, dozens of models descended down the escalators starting on the 7th floor to the 1st. Flowing dresses of every hue and length, business suits for the career women and men and lots of sportswear.
It was a night for enjoyment, a sneak preview of the latest fashions and to admire the new renovations. We were guests at a party on this occasion, delighted we are the V.I.P people who are responsible for DJ's remaining to premier department store in Australia.