NORTH SHORE BREEZE and Reminder 
June 30, 1916. 
The Colonial, Newest Addition to Magnolia’s Artistic Shops 
the fate of many splendid resorts that hordes of lesser 
personalities have followed in the wake of the more select 
groups whose names and persons first graced the resorts 
and made them famous. In turn other multitudes of 
vacationists have swarmed to these centers to bask in the 
light shed by the socially prominent. The result has al- 
ways been the same; society has sought new haunts. This 
has been the story of nearly every watering place and 
mountain resort in America, excepting the few exclusive 
places along the North Shore. Having prevented the 
incursions of crowds, which would make this section 
“popular,” by the establishment of large estates and the 
exclusion of the cheap hotels, the North Shore—particu- 
larly Magnolia and vicinity—has become the headquarters 
of Atnerican society in summer,—which takes us back to 
our original theme. 
In keeping with the growth of Magnolia as the cen- 
ter of the social life of America in summer has been its 
growth as the shopping center of fashionable society. 
Here have been erected beautiful buildings for the hous- 
ing of shops catering to the tastes of American men and 
women, who demand the latest modes, and in fact estab- 
lish them by their approval. The leading importers on 
this side of the Atlantic have followed society to its lair 
and here in the midst of a beautiful summer land have 
builded themselves permanent shops, surrounded then: 
with the beauties of nature and stocked them with the 
latest fashions of apparel or dainty home furnishings. 
It is habit to speak of New York as the fashion cen- 
ter of America, but those in touch with the changes of 
style have long been aware of the fact that the New York 
importers first display their season’s goods at Magnolia 
and abide by the dictates of this little center of fashioa 
as the criterion of what is to be good form in apparel 
during the New York fall and winter season. Here in 
August one may see the choicest of furs, which months 
later will be admired as the possession of a beautiful 
society woman. Here also the advance models of gowns, 
which will grace winter gatherings, will first delight the 
eye of the fair shopper. 
The Magnolia shops cluster about fair Lexington 
avenue, a stone’s throw from the fashionable Oceanside 
hotel. A stranger to the North Shore would be instantly 
aware of the fact he was in the midst of a shopping center 
of importance as soon as he set foot upon the avenue. 
The Colonnade, which has housed many of the rare shops 
of Magnolia, is a long, low structure occupying a long 
block on one side of the street. Its wide white pillared 
arbors shade the display windows and take away the 
“shoppy” look from the building. The columns which 
support the arbor have long since become entwined wita 
creeping vines. Shrubbery borders the pretty walks in 
front and sets off the various shop entrances. 
Opposite the Colonnade, which is famed the country 
o’er, is Lexington Row, and the Donchian Building, and 
on the opposite side of the avenue has been built the 
Colonial, another beautiful structure just receiving the 
finishing touches of natural adornment. It will likewise 
shelter the shops of many famous concerns beneath its 
broad porticoes. Some of the shops in the new Colonial 
are already opened and as this article appears still others 
will have completed the installation of fixtures and stock. 
Opposite The Colonial is the Arcade, another group of 
shops, regarded by many as the most attractive of all in 
Magnolia. 
‘A feature of the Magnolia shops which impresses many 
on their first visit is the similarity to the shops of Paris. 
The huge department stores so common in our great cities 
are not to be found in Europe’s great city of the Seine. 
Instead are to be found the distinctive little shops each 
specializing in one class of goods and striving to be 
superior in its line. And this is the keynote of the Mag- 
Lexington Ave., Magnolia, 
the North Shore's Fifth Avenue, 
