January Reduction Sale 
Held each January to reduce our stock before taking Inventory 
And now comes 
the 
long-looked-for January Sale! 
Opens at 9 o’clock next Monday morning— 
Counters loaded with 
regular stock articles 
at from 20 to 50 per cent. reductions— 
Come early—Shop carefully. 
“First comes Christmas, then New Year's, and then Daniel Low’s 
January Reduction Sale,” so reads 
Careful Buyer each season. 
the mental memorandum of Mrs. 
“I must look around the house and 
through my jewel case and John’s and make a mental note of some 
things we need. ‘Then I must think over the birthdays and weddings 
ahead.” 
“You don’t mean to say that you buy gifts in January and put them 
away for months until gift times come around?” exclaims Mrs. Last- | 
Minute Buyer. 
“Yes, that is the way I buy a 
number of my gifts and that is why 
I find so little hardship and so 
much joy in remembering all the 
birthdays and anniversaries as they 
come along. Not only that, but 
I can look around my home and 
point to some of my own things | 
which you admire most as glean- | 
ings from my January ee 
at the Daniel Low Sale. 
This January Reduction Sale is 
just full of “saving possibilities.” 
Everywhere through the Store you 
will meet with delightful surprises. | 
You never can tell what a_ little 
careful searching of the counters 
and cases will reveal—some dainty 
piece of jewelry at an unheard-of 
reduction, some attractive addition 
to your table silver or china that 
you have long wanted, some fresh 
article to replace a worn-out one, 
some choice gift to lay away for a 
birthday or anniversary, or until 
next Christmas—all at liberal re- 
ductions. It pays to search care- 
fully; some of the things that may 
strike you as the best bargains may 
be hiding away in a corner or be- 
hind something else. 
This is the most delightful sort 
of a Sale—every ‘‘Sale’’ article is 
on top of the counter, marked with 
its regular stock price and the re- 
duced price. You can investigate 
to your heart’s content without 
having to ask countless questions. 
If you are wise you will come 
early, for the earlier the shopping 
the wider the choice and the great- 
er the savings. Of course there 
are dozens of some things, but 
many of the rarest values are the 
choice articles here and there of 
which there may be only one or 
two. Those things sell early. 
In order better to accommodate 
our customers, we are delaying 
the opening hour of the Sale until 
9 o'clock. 
DANIEL LOW & CO. 
The Reason 
We have not been “pre- 
paring for this sale for months’; 
the goods are not bought in for 
“sale purposes.” They are 
regular Daniel Low high qual- 
ity articles taken from our reg- 
ular stock, the majority of them 
being shown in our catalog. 
We do not hold this Sale just 
for the sake of having a sale, 
but rather because we have to 
make these sacrifices in order 
to reduce our stock of discon- 
tinued catalog numbers, mis- 
cellaneous samples, and the too_ 
heavy “‘after Christmas” stock 
on certain numbers before tak- 
ing inventory. After the Sale 
these articles will be marked 
back at their regular prices. 
Table Silver 
“‘T always make it a point to ‘visit the 
Silver Department early in the Sale,’’ re- 
mar one customer last year, “‘for | 
find such wonderful bargains.”’ 
You, too, will find this a good idea, 
for always the Silver Department offers 
remarkable reductions on desirable pieces 
and patterns in sterling silver and Shefhield 
plate that are well worth your investiga- 
tion. Many times you will find articles 
that you have long wanted for your own 
table, or some choice piece to lay aside 
as a wedding gift. Be sureto look care- 
fully through this department. 
You will find, for instance: 
An 
candlestick, 8! inches high ard a re- 
markable value at _ its regular price 
(4.00); for this Sale 3.00. 
Sheffield double vegetable dish, very 
attractive; 7.50, reduced to 5.00 
Sheffield meat platter, regular price: 
12.00; reduced price 9.50. ( 
Sheffield ‘bonbon dish, regular price 
1.50; reduced price 1.00. 
We have an unusually great variety of 
odd pieces in sterling silver this year, just 
one or two of a kind in many instances. 
No Mail Orders 
Friday, January 14, 1916. 
especially gocd sterlirg silver | 
Solid Gold 
and Platinum Jewelry 
Many of the best opportunities for sav- 
ing money at this Sale will be found 
at the Gold Jewelry Counter. This 
epartment presents unusual opportuni- 
ties for obtaining fine gifts, or for indulg- 
ing yourself in some articles that you 
have long wanted, at greatly reduced 
prices. e mention a few examples of 
the markdowns: 
A platinum pendant set with full-cut 
diamond. Regular price 15.00, reduced 
to 10.00. 
Solid gold ‘‘Spot Pins,’ very popular 
style, 1.00 pair, reduced to 75c. 
Solid 14k gold bracelet, set with 3 fine 
genuine full-cut stones, selling regularly 
for 55.00, reduced to 40.00. 
Sold 14k gold necklace, set with gen- 
uine rose coral and baroque pearls. Reg- 
ular price 5.00, reduced to 3.50. : 
Solid gold lingerie clasps, dainty 
pierced design. Regular price 2.00, re- 
duced to 1.50. : 
Solid gold pocket knife with blade and 
file of good quality steel. Reduced from 
3.00 to 2.25. 
Like the other articles included in the 
| Sale, these will all be marked back at 
their regular prices the day after the Sale. 
Diamond Department 
very interesting specials for this Sale. 
For example: 
Just twelve !5 carat diamonds at 75.00. 
These stones are bona fide 100.00 values, 
all blue-white, clear and very brilliant. 
n unusual oprortunity. 
Two fine Princess rings mounted two 
years ago at 225.00; now worth 250.00. 
Special price 200.00. 
rare opportunity—a large platinum 
diamond-set lavalliere mounted to order 
some weeks ago for a customer (with her 
own stones), which she found it necessary 
to sell, for financial reasons, and which 
we are able to offer for 250.00. Could 
not be duplicated for less than 350.00. 
Practically every platinum ‘piece in our 
stock is at a price that the high cost of 
platinum would make impossible to dupli- 
cate. 
Toilet Silver 
There are always many useful articles 
in_ sterling toilet silver—brushes, combs, 
mirrors and miscellaneous small pieces, in 
a variety of patterns, many at one-half 
the regular.prices. There may be juct 
the piece to complete your set or that cf a 
friend. 
Useful Things in Leather 
Always the Leather Counter is a place 
of rare bargains at Sale times. Perhaps 
a lady’s fitted traveling case, of fine black 
morocco, with |] fittings, regular price 
7.50, reduced to 5,50, will interest you. 
Oraman’s fitted traveling case, regular 
price 11.00, reduced to 8,50, ra 
smart patent leather pocket book reduced 
from 1.25 to 85c. Or a man’s brown 
ooze tobacco pouch, reduced to 50c from 
1.00. r any one of a hundred other 
articles that we must close out. 
Fountain Pens 
Do not overlook the specials in fountain 
pens. One model in particular we call 
attention to: a guaranteed 4.50 fountain 
pen with solid goldband for 2.25, The 
only reason for the reduction is that 
these pens are not self-fillers and we 
wish to close them out, 
Odd Things 
There are many articles in wood, 
Tass, copper, etc., which we cannot list 
ere because of the great variety, and 
also because of the fact that of many of 
the articles there are but one or two 
pieces—desk sets, mahogany trays, hand- 
carved gilt picture frames, etc. 
Our Diamond Department has several. 
The Date 
1916 
JANUARY 1916 
SM T= Was ‘ 
2.3. As 56a 
9-10 11 42-73 tae 
1617 18 19202122 
23.24 25-26-27 Je eo 
30731 
January 17 to 22 
Clocks 
Of the desirable clocks at reduced prices 
we can mention but two; both mahog- 
any cabinet clocks, inlaid, with 8-day 
movements and hour and _ half-hour 
strike on Cathedral gong. These clocks 
are both really 15.00 models (and are 
quite generally sold at this price) but we 
feature them in our catalog at 12.50 and 
13.00; for this Sale we offer a limited 
number of both at 10.00 and 10.75 
respectively, ; 
Watch Department 
In our Watch Department we have 
several very desirable watches of which 
we have too large a stock, and on which 
we shall make reductions for this Sale. 
We call attention to one in rarticular, a 
very small size 25-year guaranteed gold 
filled convertible bracelet watch with a 
high-grade imported rovement, which 
we sell regularly for 28.00; special Sale 
price 21.00. : : 
It will pay you to visit the Watch 
Department during this Sale. 
China and Glassware 
Each year the Chira ard Cut Glass 
department is a place of surprises. Our 
display facilities and stock rooms for this 
department are rater lirited, and we 
must keep our stcck movirg rapidly to 
make room for the new things that are 
constantly arrivirg, Tlis means that we 
make deep cuts in prices in this depart- 
ment. Here ara few items: 
Tumblers, Rese Spray pattern, 2.25 
a dozen, reduced to 1.50. 
13-piece ‘“Cld Mulberry’’ China Fish 
Set (platter and 12 plates); regular price 
5.00, reduced to 3.00. 55 
Chocolate Pot, 1.00 reduced to 65c. 
Fruit Dish, 75c. reduced to 3&c. 
Bonbon Dish, 65c. reduced to 33c. 
Odd Lots of Stationery 
After Christmas we always have many 
odd lots of paper, envelopes ard cor- 
respondence cards which we offer at very 
low prices. A specialitem is a fine box 
of “‘Stag’’ gentleman's stationery, regular 
price 1.50, special 
We repeat our previous popular offer of 
a box of regular 40-cent correspondence 
cards and envelopes (various tints) for 
25¢. 
Gold Filled and 
Sterling Silver Jewelry - 
Many attractive brooches, bar pins, 
scarf pins, necklaces and hat pins selling 
regularly for from 50c. to 5.00, reduce 
to 25c. to 3.50. fine opportunity to ” 
pick up some 
lay away for gifts. 
Novelties in Sterling Silver 
You will find this counter Gn the center 
of the Store) one of the most interesting 
during this Sale. There are dozens of - 
attractive and useful little novelties at 
prices which will make you glad you 
came. Countless little conveniences for 
your work basket, your dressirg table, or 
for gifts. : 
Jewelers and Silversmiths 
Salem, Massachusetts 
pretty pins for yourself orto 
