Developing town: The store of The Golden Rule … continued – The Preston Citizen

(Editorial Note: Part 14 of a series of further development in the early days that impacted the settlement of Franklin County. Sources: Wikipedia; Hometown Album, Newell Hart, editor; The Franklin County Citizen of 1912, 1915, 1918.)

Early in the spring of 1915 more was written about this establishment. When one looks back thirteen years and views the phenomenal growth of this concern which was commenced by J.C. Penney in the Wyoming town of Kemmerer, one is naturally astonished because such growth could not have been accomplished without perfect unity and harmony between employer and employed. The system of the company really spells success. As fast as a man shows that he has business ability and can be trusted, he is given an interest in a store to look after There are 83 busy stores in 13 states, 12 years in business with 83 busy stores, theres a reason. You who think of saving the pennies, dimes, and dollars should consider our prices, compare our merchandise and then decide who is saving you the most money. You can buy the same goods for less money at the Golden Rule.

The Franklin County Citizen newspaper of March 11, 1915, carried this information about the owner of the growing chain of dry good stores called The Golden Rule Store, among the host of dry goods buyers visiting New York (City) during the present import season is Mr. J.C. Penney of Kemmerer, Wyo., head of an organization unique in the retail trade. Within the short space of ten years, with the assistance of able lieutenants he has established in the intermountain country a chain of thirty-three busy stores whose annual sales aggregate over one and three-quarter millions dollars.

All this has been accomplished so quietly that the organization has escaped the notice of many in the dry goods trade There has been no beating of drums or blowing of trumpets as store after store, each store an added link, has been joined to the lengthening chain which now includes towns in seven states within its widening circle.

When the representative of Dry Goods called at the hotel to meet the head of this organization he was surprised to find Mr. Penney not the typical aggressive Westerner he had pictured, but a quiet, reserved man, kindly in manner, but diffident in speech, loth to say anything of himself or his remarkable achievements as a merchant.

The questions he had for Mr. Penney were threefold: how the business had been built, what was the cardinal principle of the organization, and thirdly, why were the stores known as The Golden Rule Stores.

Penney gave credit to the growth and success of the stores to his assistants, praising their loyal cooperation and untiring efforts. One man alone can do very little, but when a number of men, actuated by the same principles work together much can be accomplished They are all men of the highest moral character, and character is a better asset than money.

Mr. Penney determined to put into practice the principle of the Golden Rule when he conducted his business. The stores were cooperatives; the manager in charge had a direct interest in the store. It increases the efficiency of each manager and made him responsible for the success of the store Every customer, regardless of age or sex must receive the same careful consideration. There is but one price to all, and no deviation from this rule is permitted under any circumstances. All transactions were for cash, eliminating much of the expenses accruing from the credit system.

One man alone can do very little, but when a number of men, actuated by the same principles work together much can be accomplished They are all men of the highest moral character, and character is a better asset than money.

- J.C. Penney

On July 4, 1918, there appeared a half page ad in the Citizen informing the public of a change taking place in this chain of stores. To protect the public against deception and to maintain our own identity and reputation for honest methods we take this opportunity to announce to our friends whom we number by the hundreds in Preston, beginning July 1st, our store in Preston will be known only by our incorporated name: J.C. Penney Company.

They stated the reasons why the change was made in the name. Sixteen years ago the founder of this present organization of 197 stores, inspired with the ideal that business could and should be conducted upon the true spirit of the Golden Rule, and being a firm believer in the justice of that familiar adage, As ye would that men should do to you, do ye also to them likewise, Mr. Penney determined to operate his first and subsequent stores on that policy The Golden Rule. To symbolize that intention, he called these stores Golden Rule Stores, as an ever present declaration of the square deal policy that would be pursued within those stores. Constant adherence to those methods brought rapid success and likewise imitators.

Imitation is the sincerest form of flattery, yet usually only the name was imitated and the underlying or basic principles were not adopted by those same imitators, who, in some instances, purposely confused the minds of the public The J.C. Penney Company will always be known as the store that sells at one price to everybody, and you and we have the satisfaction of knowing that the name J.C. Penney Company has been placed over our door to protect you against any form of deceit that unscrupulous dealers might inflict upon you.

Preston continued to have a J.C. Penney store for many years. It closed its doors near the end of the 20th century. Later the Penney building housed the Carter Department Store, then it became Bobs Mart and True Value. No longer a store in the spot that was once J.C. Penney, now it is the Dynamics Studios headquarters.

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Developing town: The store of The Golden Rule ... continued - The Preston Citizen