RECREATION. 



\CHRISTMAS 



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The 



RN CREDIT 



GoldMedal 



has been awarded to the 



LOFTIS SYSTEM 



n 



by the Judges at the Saint Louis Exposition. 

 This is the highest endorsement possible, and 

 puts the official stamp of the greatest exposition 

 ever held upon our goods, prices, terms and meth- 

 ods, against all competition, foreign and domestic. 



What is the Loftis System? SffiBffiffiE. 



the far-away buyers to select the finest Diamonds, Watches and Jewelry 



from our beautifully Illustrated catalogue and have them sent to their home, 



place of business or express office on approval. You need not pay one penny 



for express charges or otherwise — we pay everything— leaving you free to decide 



whether to buy or not after the fullest examination of the article sent. 



m 



Credit Terms. 



If what we send meets with your entire approval, you pay 

 one-fifth on delivery and keep the article, sending the balance 

 to us direct, In eight equal monthly payments. These terms make anyone's credit good, and 

 permit us to open confidential charge accounts with all classes and conditions of people. The 

 ten-dollar a week employe is just as welcome as a customer on our books as is his wealthy employer. 



(* « aVk T*» t'tyi c ^ e a ^ so nave a cash plan, and it is just as far beyond competition as our 

 x^<t!H.l A CI 1113. easy payment terms. Bead this: Select any Diamond and pay cash for it, 

 and we will give you a written agreement that you may return the Diamond anytime within one year, 

 and get all you paid for it— less ten per cent. You might, for instance, wear a fifty dollar Diamond ring 

 or stud for a year, then bring or send it back to us and get forty-five dollars, making the cost of 

 wearing the Diamond for a whole year, less than ten cents per week. 



riiat*anf/>a on/1 "FY^VioTitf/* With every Diamond we give a written guarantee of 

 Utlal all ICC dllU. XjAl.lla.llgC* quality and value signed by a member of the firm. We 

 also accept any Diamond ever sold by us as so much money in exchange for a larger Diamond or other goods. 

 Every transaction with our house will be satisfactory — our record is a guarantee of that. In 1858 a very small 

 jewelers shop— today the largest house In the business, and winner of the World's Exposition Gold Medal, 



Don't wait to make Christmas selections for you can save time, 

 money and worry by doing it now. We have Christmas gifts suitable 

 for friends, relatives and loved ones, all at low prices and on terms to suit any purse. Don't make the mistake 

 of buying something cheap or trashy— the same money would make the first payment on a beautiful Diamond 

 ring, stud, brooch, locket, a pair of cuff buttons or earrings, or a fine watch. A Diamond Is the ideal gift for a 

 loved one — it lasts forever, and every day reminds the wearer of your regard and good judgment. 



Our handsomely illustrated Christmas Catalogue is 



ready and will be sent postpaid on request. Write for it 

 today, and do not make a single selection until you have received it. It will save money for you, 

 and is the best possible guide you can have to reliable goods, satisfactory dealings and convenient 

 terms of payment. Notwithstanding the fact that we have the greatest capacity and best facilities 

 in the world for handling business expeditiously and satisfactorily, we strongly urge upon you the 

 advisability of ordering your selection early. Our Christmas business is something enormous; 

 mistakes are vexatious; delays are dangerous. Write today. 



You will receive in addition to our Christmas Catalogue a copy of our 

 beautiful Souvenir History of Diamonds, more than a million copies of 

 which have been distributed at our Diamond Cutting Exhibit in the Varied Industries 

 Building at the Universal Exposition, St. Louis. Write at once to insure receiving a copy. 



Christmas Selections. 



Christmas Catalogue. 



Souvenir. 



LOFTIS BROS. £y CO. 



Diamond Cutters and 

 Manufacturing Jewelers 



Dept. P 82 02 to 98 State St., Chicago, 111. 



Copyright, 1904, Franklin AdvertMng Agon^y, QMotgo. 



^DIAMOND 



DIAMONDSWIN 

 HEARTS I 



