H' 



\ 



ERE is the 

 boiled down 

 story of the LOFTIS 

 SYSTEM of selling Diamr 

 and Watches on Easy Payments 

 people hundreds of miles away and of who 

 we never heard until receiving their request 

 our Catalogue. Our catalogue shows the finest 

 genuine Diamonds mounted in every conceivable 

 and artistic form/at prices considerably lower than the 

 home jewelers would ask for spot cash. From our cata 

 logue you select any Diamond that you would like for your- 

 self, or which you would like to give a friend or loved one 

 send one-fifth of the price, and very soon thereafter it will 

 handed to you at your home or place of business, as you pi 

 with all express charges fully paid. Now, examine it as critica 

 as you like and if it is not the best bargain you ever saw in ] 

 monds, and perfectly satisfactory in every way — send it back a 

 expense, and your money will be refunded instantly. 



YfMI Wfll W2flt tn \CPP1\ it for you can do so and pay the 

 IUU Will Wdlll IU &.CCp 11 balance in eight equal monthly 

 payments. We charge no interest ; require no security and create no 

 publicity; everything is confidential, prompt and satisfactory. Some 

 people prefer not to send money in advance, in which case we send i 

 Diamond to their Express Office or Bank with all charges paid, where 

 may call and examine it and make the first payment. Most persons, how 

 ever, prefer to see the Diamond at home and have absolute possession 

 it and the fullest opportunity for examination, before deciding to 

 Every Diamond sold is guaranteed in writing, and may be exchanged 

 price for a larger stone at any time in the future. We frequently 

 for Diamonds which we sold ten or twenty years ago. You need not hesitate to ao 

 cept any representation which we make, and you may assure yourself on this point 

 by asking your local bank about us. They will refer to their Commercial Agency 

 records and tell you that our reliability, promptness or responsibility is not questioned 

 the business world. You can make no mistake in buying a Diamond 

 or Watch from us for we guarantee satisfaction. If you want a watch— \ 

 we sell them on the same easy terms. We are perhaps the largest retailers of high-grade 

 Watches in America. Diamonds are advancing rapidly in value and are the best invest 

 ment in sight at present. As a method for saving small amounts monthly.there isnothing 

 equal to a Diamond purchase. You have the security in your possession; you have all the 

 pleasure and prestige that comes from wearing a Diamond.and you have a certain annual 

 increase of from ten to twenty per cent in value. If you prefer to pay cash, we will give 

 you a bill of sale with any Diamond, giving you the option of returning the Diamond at 

 any time within one year aud receiving spot cash for full amount paid, less ten per cent, 

 ^ the reasonable cost of doing business. For Example : You may wear a Fifty Dollar 

 Diamond for a year, then send it back to us and receive $45.00 in cash. You may have 

 all the pleasure and prestige of wearing a beautiful Diamond a whole year for $5.00 or 

 less than ten cents per week. 



It is none too early to begin to think of Christmas. Better 

 send for our Catalogue at once. With it before you, 

 you can tell us exactly what you would like, — do it, 

 then leave the rest to us under our written guaran- 

 tee and you will be well satisfied. 



Diamonds a Watches - Jewelry 



Dept. L-82 92 to 98 State St. 

 CHICAGO, ILL. 



Established t8SS 



CHARLES FRANCIS PRESS, NEW YORK 



