Ruth McCulloch (1900-2007) opened her first dress store in Evanston, Illinois in 1937. With experience as a dress buyer, McCulloch tapped into a local market of well-heeled women over 30 seeking traditional, well-made clothes. Her success led her to open stores in the affluent suburbs of Hubbard Woods and Northbrook.
McCulloch’s exclusive shops featured a carefully curated selection of classic, high-quality clothing by American designers. Customers at her well-appointed salons were treated to a genteel shopping experience. A salesperson would first seat guests to discuss what they were looking for, bringing out and displaying several choices. Any garments that were selected were then fitted for the customer and, if possible, altered on the spot, while she waited.
Her distinctive logo – an old-fashioned image a young woman in a broad-rimmed hat – was in use from the beginning of her career, and did not change through the years. It was used on virtually all advertising and products.
written by Ranch Queen Vintage
from a 1950s party dress
Courtesy of Ranch Queen Vintage
from a 1960s evening coat
Courtesy of vivavintageclothing
