He had a right to be proud of Childs' Cash Store. Twelve years before he had landed in Oakland with fourteen dollars and forty-three cents. Cents did not circulate so far West, and after the fourteen dollars were gone, he continued to carry the three pennies in his pocket for a weary while. Later, when he had got a job clerking in a small grocery for eleven dollars a week, and had begun sending a small monthly postal order to one, Agatha Childs, East Falls, Connecticut, he invested the three coppers in postage stamps. Uncle Sam could not reject his own lawful coin of the realm.
Having spent all his life in cramped New England, where sharpness and shrewdness had been whetted to razor-edge on the harsh stone of meagre circumstance, he had found himself abruptly in the loose and free-and-easy West, where men thought in thousand-dollar bills and newsboys dropped dead at sight of copper cents. Josiah Childs bit like fresh acid into the new industrial and business conditions. He had vision. He saw so many ways of making money all at once, that at first his brain was in a whirl.
At the same time, being sane and conservative, he had resolutely avoided speculation. The solid and substantial called to him. Clerking at eleven dollars a week, he took note of the lost opportunities, of the openings for safe enterprise, of the countless leaks in the business. If, despite all this, the boss could make a good living, what couldn't he, Josiah Childs, do with his Connecticut training? It was like a bottle of wine to a thirsty hermit, this coming to the active, generous-spending West after thirty-five years in East Falls, the last fifteen of which had been spent in humdrum clerking in the humdrum East Falls general store. Josiah Childs' head buzzed with the easy possibilities he saw. But he did not lose his head. No detail was overlooked. He spent his spare hours in studying Oakland, its people, how they made their money, and why they spent it and where. He walked the central streets, watching the drift of the buying crowds, even counting them and compiling the statistics in various notebooks. He studied the general credit system of the trade, and the particular credit systems of the different districts. He could tell to a dot the average wage or salary earned by the householders of any locality, and he made it a point of thoroughness to know every locality from the waterfront slums to the aristocratic Lake Merritt and Piedmont sections, from West Oakland, where dwelt the railroad employés, to the semi-farmers of Fruitvale at the opposite end of the city.
Broadway, on the main street and in the very heart of the shopping district, where no grocer had ever been insane enough to dream of establishing a business, was his ultimate selection. But that required money, while he had to start from the smallest of beginnings. His first store was on lower Filbert, where lived the nail-workers. In half a year, three other little corner groceries went out of business while he was compelled to enlarge his premises. He understood the principle of large sales at small profits, of stable qualities of goods, and of a square deal. He had glimpsed, also, the secret of advertising. Each week he set forth one article that sold at a loss to him. This was not an advertised loss, but an absolute loss. His one clerk prophesied impending bankruptcy when butter, that cost Childs thirty cents, was sold for twenty-five cents, when twenty-two-cent coffee was passed across the counter at eighteen cents. The neighbourhood housewives came for these bargains and remained to buy other articles that sold at a profit. Moreover, the whole neighbourhood came quickly to know Josiah Childs, and the busy crowd of buyers in his store was an attraction in itself.
But Josiah Childs made no mistake. He knew the ultimate foundation on which his prosperity rested. He studied the nail works until he came to know as much about them as the managing directors. Before the first whisper had stirred abroad, he sold his store, and with a modest sum of ready cash went in search of a new location. Six months later the nail works closed down, and closed down forever.
His next store was established on Adeline Street, where lived a comfortable, salaried class. Here, his shelves carried a higher-grade and a more diversified stock. By the same old method, he drew his crowd. He established a delicatessen counter. He dealt directly with the farmers, so that his butter and eggs were not only always dependable but were a shade better than those sold by the finest groceries in the city. One of his specialties was Boston baked beans, and so popular did it become that the Twin Cabin Bakery paid him better than handsomely for the privilege of taking it over. He made time to study the farmers, the very apples they grew, and certain farmers he taught how properly to make cider. As a side-line, his New England apple cider proved his greatest success, and before long, after he had invaded San Francisco, Berkeley, and Alameda, he ran it as an independent business.
But always his eyes were fixed on Broadway. Only one other intermediate move did he make, which was to as near as he could get to the Ashland Park Tract, where every purchaser of land was legally pledged to put up no home that should cost less than four thousand dollars. After that came Broadway. A strange swirl had come in the tide of the crowd. The drift was to Washington Street, where real estate promptly soared while on Broadway it was as if the bottom had fallen out. One big store after another, as the leases expired, moved to Washington.
The crowd will come back, Josiah Childs said, but he said it to himself. He knew the crowd. Oakland was growing, and he knew why it was growing. Washington Street was too narrow to carry the increasing traffic. Along Broadway, in the physical nature of things, the electric cars, ever in greater numbers, would have to run. The realty dealers said that the crowd would never come back, while the leading merchants followed the crowd. And then it was, at a ridiculously low figure, that Josiah Childs got a long lease on a modern, Class A building on Broadway, with a buying option at a fixed price. It was the beginning of the end for Broadway, said the realty dealers, when a grocery was established in its erstwhile sacred midst. Later, when the crowd did come back, they said Josiah Childs was lucky. Also, they whispered among themselves that he had cleared at least fifty thousand on the transaction.
It was an entirely different store from his previous ones. There were no more bargains. Everything was of the superlative best, and superlative best prices were charged. He catered to the most expensive trade in town. Only those who could carelessly afford to pay ten per cent. more than anywhere else, patronised him, and so excellent was his service that they could not afford to go elsewhere. His horses and delivery wagons were more expensive and finer than any one else's in town. He paid his drivers, and clerks, and bookkeepers higher wages than any other store could dream of paying. As a result, he got more efficient men, and they rendered him and his patrons a more satisfying service. In short, to deal at Childs' Cash Store became almost the infallible index of social status.
To cap everything, came the great San Francisco earthquake and fire, which caused one hundred thousand people abruptly to come across the Bay and live in Oakland. Not least to profit from so extraordinary a boom, was Josiah Childs. And now, after twelve years' absence, he was departing on a visit to East Falls, Connecticut. In the twelve years he had not received a letter from Agatha, nor had he seen even a photograph of his and Agatha's boy.