Whenever the Christmas Holidays approach, I can’t help but think of Rich’s Department Store and the many memories I have of it. If you’re from the South, specifically from anywhere near Atlanta and are above the age of 40, Rich’s will probably be a familiar name. When I was growing up there was no other store like it and Rich’s was the place to shop in Atlanta. The problem is that I didn’t fully appreciate it back then. Time has a way of changing things and this is especially true of the perceptions I had as a child because I never gave Rich’s the credit I give to it today for being a truly unique shopping experience. My mother made sure I had many opportunities to try though, at both the Downtown Rich’s and Rich’s at Lenox Square.
Memories of going with her to the Magnolia Room for example. I remember a coconut cake served there that could easily give my grandmother’s a run for its money. I remember both my parents taking me to the downtown store to ride the Pink Pig at Christmas. I even remember some of the people that always seemed to be the ones to wait on my mother when she shopped. Mrs. Lyons in the shoe department at the Lenox store was one such example. She had at least two pins affixed to her name badge shaped like a golden peach that I think signified that she had been a loyal Rich’s employee since Rich’s was called a dry goods store.
I certainly don’t have anything against Macy’s and I do go there from time to time but I suppose I never quite forgave them for retiring the Rich’s name in favor of their own. Once Rich’s was gone, it just wasn’t the same anymore. Macy’s in New York, where we took our son years ago to see Santa Claus comes fairly close but in Atlanta, Rich’s was as much a part of the Atlanta landscape as the statue of the Phoenix that used to be in downtown…and come to think of it, Rich’s bought that statue, known as “Atlanta from the Ashes”, which is considered the symbol of Atlanta.
People went to work for Rich’s and stayed there until they retired. Like Mrs. Lyons, it wasn’t unusual to see a salesman or saleslady with a quarter of a century or longer working for the company. Customers sought out “their” sales associate and those associates not only knew their customers but would call them when items came in that they thought their customers would like. Mrs. Lyons was a frequent caller it seemed when shoes in my mother’s hard-to-find size came in. Rich’s during those years defined exemplary customer service, something that is sorely missing in many of today’s shopping emporiums.
It’s funny the little details that I can remember even today about the Lenox Square store of that time. The solid brass door pulls as you entered the store were fluted with an acorn-like attachment on the top and bottom, conveying longevity and solidity. The children’s play area, where parents could actually leave their children for up to two hours while they shopped and not worry that something would happen to them. The beautiful wood and glass display counters, filled with all kinds of watches that fascinated me. So much has changed and so little is left there to remind me of it.
I also remember off-the-wall things like the odd looking white plastic charge cards that Rich’s used with the “R” logo printed on it, like the one in the picture. My mother would take hers out and they would put it into this pressing machine and push down on it to make an impression of the card on the receipt. Her cards always had traces of blue from either ink or carbon paper (not sure which) that got on the card from use over the years.
My brother and I used to enjoy riding the escalators at Lenox up and down and we would go from the ground floor all the way up to the top and back down again. Sometimes, in the waning hours of the day when the store was about to close, we would try to run up them in the wrong direction. I remember almost making it to the top once when someone got on and we had to reluctantly ride backwards to the bottom again.
Rich’s always decorated to the hilt for the holidays, transforming the store into a glittering display of greenery, lights and packages wrapped like presents. Parents from all over brought their kids to ride the Pink Pig on the top floor and you could waste an entire day seeing it all.
The downtown store was even more fun than Lenox because Mom would take the elevators from one floor to the next. People would get on and off while we rode and we would try to guess what was in the shopping bags that the passengers carried with them. At Christmas, there was all the hustle and bustle of the season wrapped in a downtown store that carried anything you might hope to find under the tree on Christmas morning. I remember seeing Santa Claus a time or two and marveling at all the cool stuff in the toy department. It was always a happy, if tiring day visiting Rich’s in either location and I still have my Rich’s Santa Claus, complete with his Coke bottle in hand, to remind me of those days. Some traditions, it seems, outlive the institutions from which they came.
The Rich’s Great Tree is a good example of that. It was a sight to see, perched on top of the bridge between the main store and the store that sold furniture. I never got to actually go to a tree lighting but I don’t think I ever missed seeing the ceremony on TV, nor actually getting to see the tree itself at some point during the Christmas season. It was a symbol of Atlanta and of the holiday season for a number of generations and even though the tree has been moved to Lenox Macy’s, its roots are firmly planted in Rich’s history.
My Dad didn’t go with us much but when he did, the shopping trips always seemed to be a little quicker and more purposeful, no doubt due to his insistence that Mom not browse as much as she usually would. If we went downtown to shop, we usually went somewhere close by to eat like Ichiban’s Japanese Steakhouse or to the Polaris at the Hyatt Regency. Rich’s was always a part of that experience too.
One of the fun things that he did was to see how fast he could drive down the spiral parking garage. The exit to the downtown parking garage at Rich’s had this amazing corkscrew exit ramp that you got on and circled around and around until you got to the bottom. Dad would always drive too fast coming down and my brother and I would be pinned by lateral G-forces to the right side of the backseat as he went around and around. In hindsight, I can’t be sure if he drove in such haste because my brother and I enjoyed it so much or if he was just in that big of a hurry to get out of department store. Either way, we enjoyed it and we looked forward to that part of the experience as well.
Businesses come and go but some gain such longevity that they become an institution, weaving their history into the fabric of the community that they serve. Like the small stores in my own hometown, the large ones like Rich’s became a part of the Atlanta region and flourished for well over a hundred years, investing in the city as the shoppers invested in the store. Relationships between customers and those that saw to their needs are the stuff of legends in today’s era of self-service and you have to know where to go to find that level of customer appreciation. Back then, you knew to just go to Rich’s. They always made sure you felt special and appreciated.
Rich’s has an effect on those who knew it well, not just as another store but as a special place that lives in our hearts and our memories, stirring feelings of nostalgia and a longing to return to a place that many of us associate with friends and loved ones, many now long gone. It invokes images of Christmas, of special gifts received and still lovingly displayed each year, living long after the store that bore their name.
Today Rich’s lives only in memories and old photographs, a relic of a bygone era when the customer was always right and a business stood behind what it sold. Many of the buildings that once displayed the famous green name still carry on but under the names of other stores that are a shadow of what Rich’s was to Atlanta and to the people who frequented it. Still, when the Christmas season is nearly upon us, I can remember all of those things that made it such a neat place to go and wish that I could go back to Rich’s one more time. It was a special place. It was the Store of the South.
The Literate Pen 
So many cities once had their own major department store. In Indianapolis, it was L.S. Ayres. Nothing could touch it for quality and service. In my much smaller hometown of South Bend, it was Robertson’s. I have fond memories of lunch with my mother on the mezzanine there when I was very small.
Robertson’s has been gone for years, but L.S. Ayres is now Macy’s. I feel like we’re for the poorer because so many of the local department stores have become Macy’s.
I agree. Even Rich’s, as big as it was, had the heart of a small town “Mom and Pop” in many ways…just on a large scale. The big chains today just don’t have it.
This comment delighted me — because many times I was reading the original post and thinking, “This could be said for L.S. Ayres.” I miss that store – both as an ex employee and customer.
I am an old Atlanta girl, and am one of the Admins of a Facebook group dedicated to remembering Rich’s. Every year, this time of year, someone – usually me – posts a link to this entry. It never fails to get heart-filled responses. Thank you for capturing how so many of us feel about the effect Rich’s had on our growing-up years.
Thank you for your kind words. I think we are all bound together in some way by the memories of a special place that meant much to us and which was such an integral part of our lives for many years. One of the reasons that I wrote this article was that I hoped it would encourage others to share their memories. I have enjoyed reading their reflections very much, which have just added to my own happy memories. Happy Holidays!
In Chattanooga, it was Loveman’s or Miller Brothers. But, even in Chattanooga, we relished our yearly pilgrimages to Rich’s.
Thanks for reading and commenting!
Leonard Levey. Levey1934@gmail.com
Excellent article as a individual who worked there for 20 year, my memories are of all of The employees and the leadership (Dick Rich, Harold Brocky., and Joel Goldberg) Who both instilled and implemented that People Are More Importan Than Things
My Mom was an Atlanta girl. We lived in Chattanooga but always shopped at Rich’s in Atlanta. Mom had, what they called in the olden days, a charge plate. It was a little metal plate in a red leather sleeve. China, silver, furniture and clothes always came from Rich’s. Best bakery in the world… always would have coconut cake taken home in the little string tied box. As a child I remember we would wait at “Will Call”, under the bridge with our purchases while Dad retrieved the car.
Oh yes, the bakery. Sometimes the cookies would be my only purchase that day…I can still taste ’em. And I loved the Magnolia room. Sometimes they would put on fashion shows as an extra treat. Rich’s was my first charge account when I got my first job downtown, $50.00 limit, $5.00 a month payment. I would walk to Rich’s almost every day on my lunch hour, it didn’t take long to fill up that $50 limit! Seems like I would send my monthly $5.00 to 52 Broad Street, Atlanta 2,(?) Georgia. That was before zip codes.
I too grew up close to Chattanooga–Loved Loveman’s and Miller Brothers–but just about once per quarter–my Mom and my Grandmother would make a pilgrimage to Atlanta to go to Rich’s–I adored those trips!
EXCELLENT! See my recent post about my days working at Rich’s…Wayne Jones
There will never be another store like Rich’s. I was FAMILY.
Miss you Mr Turner
Yes, indeed: a wonderful store….and more than that, a daily HOME to those of us who worked there. In my old age now I often wish our country would return to the wonderful ways of the past, and Rich’s represented that.
I meant “It was Family” Sorry.
Christmas in Atlanta began with Haskell Boyter or Bob Van Camp reading the Christmas story from Luke and the choirs singing Christmas Carols on the bridges at Downtown Rich’s . Finally, the moment arrived…..the solo “O, Holy Night” and the lighting of the tree. It was a family time….no rush to the stores staying open on Thanksgiving evening. Families gathered to share the experience….it was a simpler,gentler time….loyalty to Rich’s promoted family togetherness!!! Many folks from South Georgia rode the Nancy Hanks to Christmas shop at Rich’s. The train caller would remind passengers “not to forget your green packages!” Indeed, a simpler time.
I remember the Nancy Hanks as a child. I rode to visit my grandparents and Rich’s was always the best. The snack bar on the mezzanine was not to be missed!
Great memories! I must be older than you as my first charge account came with a charge-a-plate. It is a metal plate about two inches long and one inch wide which was put in a smaller machine and stamped. To me there will never be another store like Rich’s. My husband used to tease me that when I died, I would go to Rich’s (heaven to me)!
I have heard of those and actually saw them in the recent book about Rich’s bit never actually saw one. You are right-there will never be another store like Rich’s!
Reading this while watching “It’s Your 50th Christmas, Charlie Brown” has made me very nostalgic. I remember very fondly my part-time Christmas job at Rich’s. Good times!
Thank you!
…and we in Atlanta didn’t really know the Macy’s name until they bought out Davidson’s? I think that is right. Long time ago!
Actually, Davison’s was always a part of Macys. Davison’s was just the name they used in the south. The Atlanta store is even mentioned in ‘Miracle on 34th street’ and the meant Davison’s.
Thank you for this lovely reminder of how much I loved Rich’s! My father went to work at Rich’s as a computer programmer and retired from Federated Department Stores. He survived the transition from Rich’s to Macy’s. I sadly remember the day when Rich’s became Macy’s–to this day, we sometimes slip up and call it Rich’s. Did you ever eat the Napoleans or french horns from the bakery? We would leap for joy when Dad would bring a coconut cake home on Friday nights! Did you ever get icecream from the icecream counter? Dad and I still talk about the lemon custard to this day, and I have never found a lemon custard as delicious. I would go to work with him on career day, and he would treat me to a special lunch in the Magnolia Room. I vividly remember ordering a cheese burger. I felt like queen for the day. I completely forgot about the round exit ramp, but oh, how I loved it as a child. Was that at the lenox location? We shopped there too, but my best memories are downtown. The pink pig was always a higlight of the season for us. My sister and I loved playing hide and go seek and running across the bridge. I think we knew every inch of that store. Your article is a wonderful reminder of so many special childhood memories for me as well. Thank you.
Thank you for your comments! The spiral parking garage exit was at the downtown store. I’m sure I had many of those treats from Rich’s when I was small but the coconut cake is what I do remember well.
Loved the bells in the windows at Christmas. We would ride the bus downtown, and always dressed nice to go. I can remember playing in the downtown child care area while my mother shopped the sewing department. The pink pig was inside And would go through the toy department. Great memories.
This is a great blog post of an iconic store that will forever bring wonderful memories to my aging mind! Every Christmas, riding the Pink Pig and seeing Santa Claus was such an event for our family. Regular shopping at Richs occurred at least 1 Saturday a month! At the end of our shopping adventure each time, mom would stop by the candy area and buy me white chocolate covered pretzels and those jelly type fruit flavored slices. The Magnolia Room was always a special delight as well! Thanks for bringing those flood of memories back to me!! Great writing! Linda Groce
Thank you so much! The store has generated so many wonderful memories for people over the years. I consider myself lucky to have experienced it.
I grew up in Atlanta in the 40’s & 50’s, so I share all or the memories that have been mentioned. Another thing I remember is Mr Rich walking around the store and speaking to customers. As an adult I worked at Rich’s Perimeter, Cumberland, and Town Center. I also had the privilege of singing at The Lighting of the Great Tree twice, once in the featured choir that did “O Holy Night”. That street was a LOOONG way down from the top floor of the bridge!
My mother,Vivian Almand, played piano in Magnolia Room for the fashion shows. She’s take me at times and get me a CHICKEN POT PIE!!!!OMG! BEST EVER. I used to hide in Fur Dept. @Mays while my grandmother got her hair done. But we ate at S&W cafeteria across the street. Rare roast beef and red potatoes. Life was good!
Remember when there was
TALK OF TEARING DOWN THE
FOX THEATER IN ATLANTA AND
MUSICIANS, ACTORS AND THE
POWER OF THE PEOPLE WOULD
NOT STAND FOR IT!!!! I HAVE
PLAYED THERE SO MANY TIMES
I CAN’T REMEMBER!!! THERE ARE
ALSO FOX THEATRE IN DETROIT
(MY FAVORITE 1926)MI SAINT LOUIS, YYOUYouAURORA(1935)IL(1939),BAKERSFIELD CA. (1930)BILLINGS,MT. (1931)YOU CAN GOOGLE A BUNCH MORE
JUST REMEMBER MOST WERE BUILT DURING THE GREAT DEPRESSION BY FOX STUDIO’S
TO SHOWCASE THEIR GRAND OPENING AS”GONE WITH THE WIND” IN ATLANTA!! I REMEMBER
RICHS DEPARTMENT STORE AT
CHRISTMAS IN ATLANTA!!!!!!
GREAT MEMORIES OF MY YOUTH!!!!
I really miss the lighting of the big tree in down town at Rich’s. I am 75 years old and we as children would go to see the lighting every year.
That was wonderful. Miss downtown store-sp beautiful.
A beautiful story that I too can relate to
I too have many great memories of Rich’s…The downtown location. My Dad worked at the Post Office right down the street. My sister (who I do believe worked there part time for a while) would take us younger kids to ride the Pink Pig. I only remember going to the lighting of the tree twice but can remember watching it on TV. Not nearly as exciting that way seeing it was shown in B&W! No ones mentioned it but I remember seeing reindeer there also. Maybe not every year but at least some. I remember my Mom’s charge card… Found it again when she passed away a few years ago. Thanks for reminding a “getting old too quickly” woman of some great childhood memories.
Wow! When I saw the photo of the spiral exits for the parking decks I suddenly knew why those things keep popping up in my dreams. I’m riding around the old midtown neighborhoods trying to head downtown and when I get there I confront these parking deck spirals!! Just reliving my childhood. Loved Riches and the Magnolia Room. One of my mother’s friends was a model and walked around the diners being beautiful and glamorous! What fun memories!
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Remember how the windows were decorated at Christmas. They seemed to tell a story as you went from window to window.
Don’t forget you got to see all of Santa’s reindeer as you made your way to ride the pink pig and then on to see Santa himself!
The worst job I ever had at Rich’s in my 31 years there was closing the Downtown store in July, 1991. After Roger Farrah and I announced the closing of Downtown, one of my associates was hugged so hard by one of her customers that she had a broken rib. Of course, Sylvester that lived between the walls where we had reduced the square footage, was not happy. But my security force was really happy that he would be moving to a new location! By that time we had a court for hearing divorce proceedings in the Store for Homes. Men would come in and attack their wives. We also had a City of Atlanta police precinct in the SFH, we were given training in self-defense to ward off potential attackers, and the city of Atlanta made a big mistake when they thought we would never close a store so big that it covered 2 city blocks. The City refused to give us tax breaks to stay, because they didn’t think Rich’s would ever take their buying/executive offices out of the city. They neglected to recognize that Federated was not Rich’s, and that Federated was walking away from Downtown store locations around the country.
I still call Macys………………Rich’s. That’s the way it will always be.
Jayne that was a dramatic event closing the Down Town Store but in reality we all knew it had to be done.
Merry Christmas
Tim
I’ll always love the downtown store…..it was the store back then.
You can bring back even more memories by reading the book about Riches. There are books about a number of the good old department stores.
“Dear Store” author Celestine Sibley. I cried when she wrote about the climactic lighting of the tree at the end of “O Holy Night.”
My mother, who is 91, remembers that proper attire for shopping at Rich’s downtown included once a hat and white gloves. My first visits were in a stroller. As a child, I never visited Santa anywhere but at the downtown Rich’s. Before the Pink Pig was on the top floor with Santa Claus and the live reindeer, it was suspended above the toy department, which itself was a magical place. I loved eating pecan pie on “the bridge”, and played the piano for Guild critiques in the piano department. Wonderful memories!
What a beautiful remembrance !! I, too , remember all the things you mentioned with fond nostalgia of my Special Store- Rich’s !!! I remember seeing Mr. Rich walking around on the first floor of Downtown Rich’s several times stopping to talk to the customers to see if their shopping was satisfactory . If not, he would see to it himself!! I think it was all perfectly fine. Rich’s was an unusual store and family . We will probably never see anything like it again . This really is sooo sad !! I’m so happy I have my memories of this wonderful place !! When I first had my card, it was paper . When you bought something, they took your card and you didn’t need to sign anything!! Wow!!
Thank you for writing this. My father was one one of the two assistant store managers for years. He and his fellow manager reported to the General Manager of the store. He had very fond memories of working there and especially working for Mr. Rich. He met my mother there and they were married for 38 years.
It’s a different world, really. He used to tell stories of working many Christmas Eves late into the night, assembling bikes and toys for last-minute shoppers preparing their Santa experiences. He helped men with suits and women with dresses and people from all walks of life. It was one of Atlanta’s great centers of activity.
And it was about service in ways we can barely even fathom at this point.
I remember Ken and Harriett. They were a nice looking couple.
Found this via Pinterest as someone pinned the circular garage ramp 🙂 Memories flooding back of a precious part of my life. Just yesterday found a few Rich’s Christmas boxes representing several years and a wonderful Rich’s hatbox at an estate sale. They all came home with me!
My first real job was with Rich’s in Birmingham at the Riverchase Galleria. From time to time we would make the trek to the HQ downtown. Always loved shopping the returns and hidden treasures that could be found on the fifth floor. They called it Finale of Fifth.
There was an “infirmary” at the downtown store. Once when my mother & sister came up from South Georgia for their annual Christmas shopping trip, Mother felt nauseous. My sister & I told a saleswoman & she called for an attendant to bring a rolling stretcher. They took Mother away; she was given some medication, rested for an hour or so, then got up and continued the day of shopping!