Street; ain't it? They don't call houses names in London."
"That's just why we'll have a name for ours, Mr. Brown."
"The 'Albert Emporium,'" suggested Jones; "or 'Victoria Mart.'"
Mr. Jones, as will be seen, was given to tuft-hunting to the backbone. His great ambition was to have a lion and unicorn, and to call himself haberdasher to a royal prince. He had never realized the fact that profit, like power, comes from the people, and not from the court. "I wouldn't put up the Queen's arms if the Queen came and asked me," Robinson once said in answer to him. "That game has been played out, and it isn't worth the cost of the two wooden figures."
"'The Temple of Fashion' would do very well," said Jones.
"The Temple of Fiddlestick!" said Robinson.
"Of course you say so," said Jones.
"Let dogs delight – " began Mr. Brown, standing as we were in the middle of the street.
"I'll tell you what," said Robinson; "there's nothing like colour. We'll call it Magenta House, and we'll paint it magenta from the roof to the window tops."
This beautiful tint had only then been invented, and it was necessary to explain the word to Mr. Brown. He merely remarked that the oil and paint would come to a deal of money, and then gave way. Jones was struck dumb by the brilliancy of the idea, and for once forgot to object.
"And, I'll tell you what," said Robinson – "nine times nine is eighty-one."
"Certainly, certainly," said Mr. Brown, who delighted to agree with his younger partner when circumstances admitted it. "You are right there, certainly." Jones was observed to go through the multiplication table mentally, but he could detect no error.
"Nine times nine is eighty-one," repeated Robinson with confidence, "and we'll put that fact up over the first-floor windows."
And so they did. The house was painted magenta colour from top to bottom. And on the front in very large figures and letters, was stated the undoubted fact that nine times nine is 81. "If they will only call us 'The nine times nine,' the thing is done," said Robinson. Nevertheless, the house was christened Magenta House. "And now about glass," said Robinson, when the three had retired to the little back room within.
Mr. Robinson, however, admitted afterwards that he was wrong about the colour and the number. Such methods of obtaining attention were, he said, too easy of imitation, and devoid of any inherent attraction of their own. People would not care for nine times nine in Bishopsgate Street, if there were nine times nines in other streets as well. "No," said he; "I was but beginning, and made errors as beginners do. Outside there should be glass, gas, gold, and glare. Inside there should be the same, with plenty of brass, and if possible a little wit. If those won't do it, nothing will." All the same the magenta colour and the nine times nine did have their effect. "Nine times nine is eighty-one," was printed on the top of all the flying advertisements issued by the firm, and the printing was all done in magenta.
Mr. Brown groaned sorely over the expenditure that was necessary in preparation of the premises. His wish was that this should be paid for in ready money; and indeed it was necessary that this should be done to a certain extent. But the great object should have been to retain every available shilling for advertisements. In the way of absolute capital, – money to be paid for stock, – 4,000l. was nothing. But 4,000l. scattered broadcast through the metropolis on walls, omnibuses, railway stations, little books, pavement chalkings, illuminated notices, porters' backs, gilded cars, and men in armour, would have driven nine times nine into the memory of half the inhabitants of London. The men in armour were tried. Four suits were obtained in Poland Street, and four strong men were hired who rode about town all day on four brewers' horses. They carried poles with large banners, and on the banners were inscribed the words which formed the shibboleth of the firm; —
MAGENTA HOUSE,
9 TIMES 9 IS 81,
BISHOPSGATE STREET.
And four times a day these four men in armour met each other in front of the windows of the house, and stood there on horseback for fifteen minutes, with their backs to the curbstone. The forage, however, of the horses became so terribly large an item of expenditure that Mr. Brown's heart failed him. His heart failed him, and he himself went off late one evening to the livery stable-keeper who supplied the horses, and in Mr. Robinson's absence, the armour was sent back to Poland Street.
"We should have had the police down upon us, George," said Mr. Brown, deprecating the anger of his younger partner.
"And what better advertisement could you have wished?" said Robinson. "It would have been in all the papers, and have cost nothing."
"But you don't know, George, what them beastesses was eating! It was frightful to hear of! Four-and-twenty pounds of corn a day each of 'em, because the armour was so uncommon heavy." The men in armour were then given up, but they certainly were beginning to be effective. At 6 p. m., when the men were there, it had become impossible to pass the shop without going into the middle of the street, and on one or two occasions the policemen had spoken to Mr. Brown. Then there was a slight accident with a child, and the newspapers had interfered.
But we are anticipating the story, for the men in armour did not begin their operations till the shop had been opened.
"And now about glass," said Robinson, as soon as the three partners had retired from the outside flags into the interior of the house.
"It must be plate, of course," said Jones. Plate! He might as well have said when wanting a house, that it must have walls.
"I rather think so," said Robinson; "and a good deal of it."
"I don't mind a good-sized common window," said Brown.
"A deal better have them uncommon," said Robinson, interrupting him. "And remember, sir, there's nothing like glass in these days. It has superseded leather altogether in that respect."
"Leather!" said Mr. Brown, who was hardly quick enough for his junior partner.
"Of all our materials now in general use," said Robinson, "glass is the most brilliant, and yet the cheapest; the most graceful and yet the strongest. Though transparent it is impervious to wet. The eye travels through it, but not the hailstorm. To the power of gas it affords no obstacle, but is as efficient a barrier against the casualties of the street as an iron shutter. To that which is ordinary it lends a grace; and to that which is graceful it gives a double lustre. Like a good advertisement, it multiplies your stock tenfold, and like a good servant, it is always eloquent in praise of its owner. I look upon plate glass, sir, as the most glorious product of the age; and I regard the tradesman who can surround himself with the greatest quantity of it, as the most in advance of the tradesmen of his day. Oh, sir, whatever we do, let us have glass."
"It's beautiful to hear him talk," said Mr. Brown; "but it's the bill I'm a thinking of."
"If you will only go enough ahead, Mr. Brown, you'll find that nobody will trouble you with such bills."
"But they must be paid some day, George."
"Of course they must; but it will never do to think of that now. In twelve months or so, when we have set the house well going, the payment of such bills as that will be a mere nothing, – a thing that will be passed as an item not worth notice. Faint heart never won fair lady, you know, Mr. Brown." And then a cloud came across George Robinson's brow as he thought of the words he had spoken; for his heart had once been faint, and his fair lady was by no means won.
