ON SHOPS AND STALLS
Most people who do not keep shops have, I suppose, at one time or other thought that to keep a shop might be fun; of course, keeping it their own way, selling only what they liked, to whom they liked. No vulgar trade notions at all! The fact that there is no nursery game so popular as keeping shop probably proves this. And none is more popular, except, perhaps, among French country children, who prefer the game of market—each one presiding over a different stall, stocked with the most ingenious miniature counterfeits of vegetables and fruit fashioned chiefly from wild flowers and leaves, and all shouting against each other with terrific French volubility and not a little French wit.
We seldom go so far as actually to open an establishment, but we play with the idea. One of my friends has for years projected a London centre for all the most interesting and vivid European pottery, and if only she could assemble it and maintain the supply, I have little doubt of her success. But the chances are that it will never materialize, the people who do things being so rare. Another is at this moment excitedly planning a restaurant in a neighbourhood where one seems peculiarly to be needed, as it is chiefly populated by dwellers in flats, the slogan of which is to be "Where to dine when cook goes out"; but that, too, will probably end in talk.
One would say, on the face of it, that a shop opened in a locality where that kind of shop did not previously exist would have a better chance than a shop opened next door to another shop of the same kind—apart from any unpleasantness that such contiguity might produce. But the methods of business are inscrutable, and there seem to be countless ways, often in direct opposition to each other, of conducting it successfully. One would, at the first blush, have called this principle of scientific selection and segregation the soundest; and yet that of congregation seems to be just as sensible; so that while one man succeeds because he is the only tailor in the street, another man can be even more successful because he is in a street where every other establishment is a tailor's too. There are also the antagonistic principles of ostentation and self-effacement, each again apparently satisfactory: so that one hatter, for example, succeeds because he inhabits a palace of light, and another because you can hardly see through the grimy panes of his old-fashioned and obsolete windows. There are, furthermore, the antipodal theories of singularity and plurality: so that one draper makes as good a thing as he wants out of a single shop, and another rises to wealth by dint of opening twenty shops at once.
And then there are the business people who thrive by apparently doing no business. We all know of shops which no one was ever seen to enter; while at the opposite pole are the mandarins of trade who disdain to disclose their identity to strangers—such as Altman and Tiffany, serenely secure in their anonymous stores.
But to select one's line...?
There was once a man who, without any special training, decided that he would start business in London; and he came to town to prospect and make up his mind, which was curiously blank and receptive. In his walking about he was struck by the number of old curiosity shops in the neighbourhood of the British Museum and South Kensington Museum, which led to the inference, hitherto unsuspected by him, but known to the dealers, that there is something exciting in the air of those places, so that the visitor, having seen many odd things, wishes to acquire some for himself. All his plans to establish himself in London failed, however, because he could not obtain a site for a monumental mason's yard opposite Westminster Abbey.
My own ambition, if ever I took to keeping a shop, would be merely to be in a congenial line of business. Some things are interesting to sell, and some most emphatically are not. Old books would appear to be an ideal commodity; but this is far from the case, because I should want not to sell them but to keep them. Pictures, too—how could one part with a good one? And, equally, how permit a customer to be so misguided as to pay money for a bad one? A fruit-shop would be a not unpleasant place to move about in, were it not that it is one of my profoundest beliefs that fruit ought not to be sold at all, but given away. The tobacconist's was once an urbane and agreeable career; but it is so no longer. To-day the tobacconist is a mere cog in a vast piece of machinery called a Trust; and the tobacco-shop is as remote from the old divan, where connoisseurs of the leaf met and tested and talked, as the modern chemist's, with its photograph frames and "seasonable gifts," is remote from the home of Rosamund's purple jar.
That ingenious and adventurous tobacconist, Mr. Godall, revisiting the London which he found, or made, so like Baghdad, would have to discover a new kind of headquarters. Perhaps he would open an oyster-bar (it was in an oyster-bar near Leicester Square that the young man proffered the cream tarts); more likely an American bar. But if he really wanted to observe human nature at its most vulnerable and impulsive—that is, at night—he would take a coffee-stall. After ten o'clock, the coffee-stall men are the truest friends that poor humanity has. There is a coffee-stall within a few yards of my abode; and no matter at what hour I return, the keeper of it is always brisk and jovial, with the hottest beverages that ever were set to timid lips. His stall is surrounded by hungry and thirsty revellers, chiefly soldiers, not infrequently accompanied by the fair. Every one calls him by his Christian name, and every one talks and is jolly. And no matter at what hour in the night I wake, or from what disconcerting dream, I am always at once secure in my mind that the old recognisable world is still about me and I have not passed over in my sleep, because the voices and laughter about the coffee-stall fill the air. "Good," I say, "I am still here." Now it would be a pleasant thing, and prove one's life not to have been lived in vain, to be able to minister in the small hours gaily to so many heroes, and incidentally to impart to wakeful and disquieted neighbours reassurance of stability.