Rich's: A Southern Institution (Landmarks) Paperback – August 7, 2012

Lost History should be a secondary title for this book. The store named Rich's is a name in the past of post Civil War history. Its economic contribution to the reconstruction of the south, its role as a major distributor of goods and services, its introduction of retail credit, its support of Atlanta and the city's attempt to grow the south, as well as its recognition of women in the retail trade at this time of our development; only begins to scratch the surface of Rich's overall importance and support of a fragile economy and a city desperately in need of support and economic growth. The store became a beacon for giving back to the community that it served. It was a tradition as well as a distant relative to so many Atlanta families composed of many generations. And for nearly 150 years, it was there and never once did it disappoint.I was there in the 1950's. Once graduated from the University of Georgia I was offered a position on their management training program in the early 1960's. I shopped Rich's on a regular basis. It was a supporting pillar of Atlanta's economy for many generations. It was more than a department store. It was a friend you could count on until the day you died. Once you walked through the front doors of the downtown Rich's Store, you were magically transformed into another time and place. Each department reflected the character of its buyers, managers, and long time associates. When you joined Rich's, you usually joined for a life time. Over the years, your home slowly became a Rich's museum of seasons past. Its associates were your second family, and in time they became cherished members of your actual family. Rich's became your favorite Uncle Joe. You celebrated birthdays, weddings, anniversaries and most all major holidays together. Rich's was your extended family and as you spent more time shopping with these associates, you developed a close and trusted friendship. A loss of a fellow associate was deeply felt by associates and customers alike. Somehow things would never be the same when you returned to that department. The Coconut Cake just didn't taste as sweet and satisfying as it use to. I remember one summer day I went outside of our home as a Rich's delivery truck pulled up our driveway. My mom and I had been waiting in great anticipation for a furniture delivery. The big green truck lumbered up our driveway when our next door neighbor hollered over the fence that the Korean War had just ended in a truce. The truck event and the war news event both remained in my memory as equally exciting and meaningful. A Rich's event could certainly remained a part of your overall life experiences.And like all good things that must come to an end, it was finally consumed by Davidson's, a division of Macy's. Like the Old South, Rich's faded into the sunset and to many, became long time not forgotten. But for those of us who grew up with Rich's and literally planned our lives around its credit, merchandise, restaurants, special events services and unselfish support to the Atlanta community, there is not and never will be a merchant that did so much for the business of reconstruction Atlanta and the New South and the millions of customers Rich's faithfully served. The Rich Brothers and their associates became the face of reconstruction and they took their commitments seriously. Like Ole Dixie, Rich's has faded into the sunlight. But like ole times, it will never be forgotten as long as their are generations who remember the downtown store, especially at Christmas. The store decorations, tree atop the crystal bridge, the Pink Pig whatever, and the spirit of the holidays that permeated in every nook and cranny of that venerable store.This is a fine book. It relives many memories, all past. And its author had to have loved and respected Rich's. Decades upon decades and generations upon generations of everyday common folks wrote this story of one of the South's greatest monuments. And those suburban stores and out of town stores, even though they served a purpose, can never equal the venerable downtown store. They lack the bones and the spirit to even be spoken about in the same sentence. The real and the important memories are surrounded by pain, happiness and an overall gladness of their very existence. Like old Confederate graves, Rich's has finally come to rest. But as the song Dixie reminds us, long time not forgotten- never look away, look away, look away Dixie Land and Rich's.Thanks for your effort. This had to have been a labor of love as well as great sadness. My greatest regret was that in 1964 I chose Sears as a career instead of Rich's. I would have cherished the traditions and pride had I only known more at the time I made my decision upon graduation from the University of Georgia. I took the road less traveled by, and that has made all the difference in my life of department store memories.

This was a gift for my father for his birthday. He worked at Riches in Atlanta as a manager. He loved this book and it brought so much joy and brought back so many memories (flipping the switch for the Christmas tree, apple pie and where he met my mother). This book gives a great history of a large part of retail in our society.

Jeff Clemmons has written a rather remarkable book, touching really. I notice that many reviewers have fond memories of Richs from years having lived in Atlanta and enjoying that great store. My experiences were a little different in that I joined them at the beginning of my career, and probably didn't know back then just how important a job it was.This book brings it all back to me. I relived it all on a 6 hour flight and it was a powerful read. Jeff mentions the stores, the actual locations in which I worked, Shannon Mall, Cumberland, and Perimeter. He reminded me when Birmingham opened, and I was part of the team loading merchandise into that store.No way--I didn't know that eating in the top floor Magnolia Room, as I worked in Richs downtown headquarters, that Dr King held sit ins and didn't get such great service in that restaurant many years before I ever worked for them.I'd often strolled through the Finale on Five clearance floor, and the main floor in the store for fashion, often struggling with those heavy doors to the street. You'd leave one world and enter the world of Richs.I remember the cooking school and Natalie, back when I was a lowly Richs cookware buyer. Going up to the roof to inspect the Pink Pig during the daytime when no customers were there.I've never encountered anything quite like Richs--working for them. I remember Richs giving me a chance when others would not and I owe many great experiences in my career to them. All of this, all the essence of Richs, I give the author tremendous credit for quality of research and living Richs, even though he didn't actually. Really well done.Sadly, I also recall the beginning of the end, working as a Federated buyer when they were acquired and major things started to go wrong. Here too, Jeff told the story correctly. Federated was starting to spin out of control and Richs and all Federated divisions and stores were impacted.Jeff tells the tale as Richs name and the name of all Federated stores were changed to Macys.I agree with another reviewer that this book is perfect for Atlantans, lovers of Richs, ex-store employees of Richs, lovers of retail and history. I've got to personally thank Jeff, because I lived some of this, he told it correctly and he made me realize just how special that early career job was for me (even though I didn't really understand that at the time). Amazing to have been part of Richs. Jeff, thank you for putting it down for posterity.

An excellent history of the Rich's organization! Captures the spirit of the store and the affection Atlantans had for it over the years - and sets the record straight on some conveniently forgotten chapters of Atlanta's - and the store's - history. I worked for several years in the advertising department at Rich's and simply on a personal level, the book brought back many wonderful memories. Well written and thoroughly researched and important addition to the commercial and social history of Atlanta.

Excellent book . . . especially for anyone who lived in the Atlanta area between the late 1950s and the early 1970s. I really enjoyed reading the early history of Rich's and how its extraordinary customer service policies evolved. What forward thinkers the founders / leaders were! Rich's wasn't just a store, it was in many ways the 'heart' of the community. I sure miss it. I'm glad I didn't live in Atlanta during its demise. It's sad that it and the spirit in which it operated are 'gone with the wind.' A big thank you to author Jeff Clemmons for recording Rich's history in this book.

As a young boy my mother took me to Rich's many times and it was a super store that will never have anything to compare. Atlanta in the 40's and 50's was a southern tradition.