June, 1921 
69 
Fifth Avenue at 39th Street 
Told again on the occasion of “The Gift Shop 
of Fifth Avenue” entering its new shop on 
the south-west corner of Fifth Avenue and 
Thirty-ninth Street , diagonally across from 
the Union League Club. 
S HOPS, as they grow large, 
often lose in their growing, 
the personality which has been 
responsible for their first success. 
So the story of Ovington’s and 
of its new home is told here to 
show to you something of the 
spirit that pervades the place; to 
display, if we can, the personality 
which has been undisturbed by 
growth—the unique character 
which makes Ovington’s so out¬ 
standing. 
Seventy-five years ago, Oving¬ 
ton’s was neither large nor famous. 
It was a young shop in those 
days—back when Polk was 
President, but it displayed, 
even then, the same two 
characteristics through 
which it has grown and 
grown. 
First — charming things 
at sound values 
In those days money was 
dear and goods were cheap, 
and the housewives of the 
day were thrifty. 
And had Ovington’s been 
founded upon any other than the 
principle of substantial values, it 
would, then, have withered be¬ 
fore it bloomed. 
But wither it did not. Grow it 
did. And the judgment of what 
was charming and unique, com¬ 
bined with judgment of good 
values, has made it grow and 
grow throughout the years. 
Always, too, it was a friendly 
little shop — a shop where no 
haughty attendants urged its 
The new shop—Fifth Avenue at 39th Street 
patrons to buy; a shop where 
hostesses of three generations 
felt free to come, to compare and 
to consider. 
The shop grows: 
The spirit remains unchanged 
Ovington’s has greatly grown 
since 1846. Now it is in its new 
home—its home for many years 
to come. Its offerings are more 
varied, more distinctive than ever. 
Today, distinctive lamps and 
shades, odd furniture, sturdy 
Sheffield and mirrors of good 
line and above all, the 
smartest of gifts may be 
had—as well as the fine 
china and glassware. 
But the spirit of friendli¬ 
ness, of unobtrusive wel¬ 
come and help is still here. 
The old, old idea of good 
values, good taste and good 
choice is with us yet. 
You are always welcome 
at 438 Fifth Avenue. 
OVINGTON’S 
“The Gift Shop of Fifth Avenue” 
The Story of a Friendly Little Shop 
