With the booming economy and a rapidly growing population, Calgary seemed destined for unparalleled growth. Pryce Jones caught the wave. Work on an extension to their new store started in May and opened in December 1911. That same year they won the first prize gold medal at the Calgary Industrial Exhibition for best merchandise display for Alberta. In 1912, the company won gold in the Canadian category.

Although a primary focus of Pryce Jones was the mail-order catalogue business, it was not a new concept to Calgarians who were familiar with the catalogues published by the Toronto based Eaton's Company since 1884. But, when Pryce Jones published the Fall and Winter Catalogue for 1912-1913 featuring coloured lithographed images of the company's Calgary and Newtown, Wales, stores on the cover, it must have pleased local and area customers.

The index of the 176-page catalogue listed more than 307 items ranging from knitted flannelette underwear (75 cents), watch fobs ($1-$2.50), and hair barrettes (10 to 45 cents) to sheep-lined coats ($5-$8). Terms were strictly cash with the order; the prices quoted included delivery. "We guarantee every article you select to be absolutely as described, and if not satisfactory, you can return it at our expense and, we will, without question refund your money."
by Jennifer Cook Bobrovitz
Reprinted from Calgary Real Estate News, February 11, 2000, with the permission of the author

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