680 



GLEANINGS IN BEE CULTURE. 



May 15 



i W h^'%\ Mi 



^The Best Gift of All" 



— Her Diamond Engagement Ring. 



niAITinndC A^ An InVPCtmPnt Are a better and safer investment than reul estate. 

 viuiiiuiiuo MO Mil lllTl/OtlllClll. banks insurance, stocks, etc. Diamonds have advanced 

 in value 20 per cent annually in recent yeais. and their scarcity indicates a still further increase in 

 th^i near future. Diamonds are the universal currency and can be immediately converted into 

 cash. It pays to look prosperous; to be successful, look successful— wear a Diamond. 



Loftis 

 System 



DIAMONDS 



On 

 Credit 



Our PrifPS ^^^ lOto 15 iier cent lower than the ordinary spot cash retail jeweler. We are 

 ivvo direct importe.3, buying our Diamonds in the routrli. whicli we cleave, cut and 

 nollsh in our own work shops. In buying from us you save the profit of broker, jobber, wholesaler 

 and retailer. 



Thp I (if tic S V^tPm ^^^ credit of the honest employee is just as good as that of his more 



■ ■IV Luiiio ojoii^iiia fortunate employer. Confidence in the honesty of the people is the 

 key-note of our success. Let us send you our new illustrated Catalog, 66 pages, 1(00 photographic 

 reproductions of the latest and most fashionable in jewelry art: you can make .selection in the 

 privacy of your own home and the article selected -will be sent on approval without expense to you. 

 If you decide to purchase, you pay one-fifth of the amount and pay the balance in eight equal 

 monthly payments. 



Our (lllrirfintPP we give you our written guarantee certificate as to value and quality of 

 vui viuui uiitvi/i Diamond purchased, and the privilegeof exchanging same at any time for 

 any other article of Jewelry from our Million Dollar Stock, or for a larger stone, allowing you full 

 credit for what you have already paid. Our Guarantee is backed by higher bank and commercial 

 ratings than all our small imitators combined— consult your local Banker, have him refer to his 

 Dun or Bradstreet book of commercial ratings. 



StPlf tlV Pnnf idPntifll Every transaction with our customers is strictly confidential, for 

 oil iv/ 1.1 J V/Uiiiiuiyiiiiaii even your own family need not know that you are not i)aying spot 

 cash — unless you tell them. The Diamond your friend is wearing was probably bought on the 

 Loftis System. 

 Your PPPliit established with us is a valuable asset elsewhere. Otherstandardsof value may rise 



■ uui Vfi i/Uii Qj. fjjii^ jjm Diamonds, the universal currency, will continually increase in value. 



Established in 1858, 

 with a continuous 



record of snccess, we are the oldest, the largest, and most reliable credit retailers of Diamonds, 



Watches and Jewelry in the world, 



*'SflVP i\ TiliWnnnA " Let us act as your bankers and help you make and save money. Send 



OUTV U LriUHlUIIUi today for our latest Catalog and Diamond Souvenir, showing "How 



easily you can wear and own a Diamond by the Loftis System." Remember Diamonds win Hearts. 



The Old Reliable, Original Diamonds on Credit House. 



DIAMOND GUTTERS 



WATCHMAKERS 



DephE637 92-98 State St. 



Diamond Importers 



JEWELERS 



Chicago, Illinois, U.S.A. 



