WORKING TOGETHER

Sun (Auckland), Volume III, Issue 706, 4 July 1929, Page 13 (Supplement)

WORKING TOGETHER

ART AND SCIENCE IN THE HOME

WOMEN ARE ESPECIALLY FAVOURED

THOUGH big business is largely the province of man, it is the supplying of everyday necessities that keeps the wheels of commerce turning at a steady pace. The promoters of the Winter Show have not failed to realise that success in certain branches of industry depends largely on a woman’s whim.

Many exhibitors have obviously planned to catch the woman’s eye and their wisdom in so doing becomes apparent when one reviews the power that women buyers as a whole wield in the business world. It is correct to say that merchants —men —put through the larger deals, but they are, after all, more often than not, “middlemen” and their purchasing depends on the taste of the consumer. Since New Zealand’s manufactures are, to a great extent, home necessities which are purchased by the women of the land, it is apparent that an appeal must be made by manufacturers and merchants to the eye of the feminine marketer.

In the Winter Show housewives will find everything that spells progress in their home. From refrigerating machinery to heating systems—all that modern science has done to help the housekeeper during the last 12 months is attractively displayed for the edification of her to whom it must be of intense interest. Hvery day more scientists are turnipg their attention to assisting the world’s women. They are realising that a man obtains more recognition, particularly in the monetary sense, for inventing a new dish-washer than he does for vainly struggling to communicate with Mars or discovering a new genus of moth. These scientists are joining the vast army of experts who are among them trying to ease the lot of the housekeeper in every phase of her daily work. Not only do they try to produce labour-saving devices. They also plan to make the hours of rest more agreeable by designing ever more comfortable and attractive furniture and heating and lighting systems of the greatest possible efficiency. Exhibitors put forward their best and buyers are able to see everything of the latest under conditions where competition ensures the goods displayed being of the highest quality. In London every year there is an Ideal Home Exhibition which has become famous throughout the British Empire. Women who have extensive purchases to make, such as those involved in redecorating or refurnishing, are accustomed to suspend their activities until they have seen the exhibition and obtained an idea of the standard they should aim at. Similarly there are numerous exhibits at the Winter Show, where the housewife may learn a lesson in buying wisely. Not only in such things as furniture and cooking systems, but in minor items such as foodstuffs and even toilet requisites. FURNITURE

Furniture designers are reverting to the antique in search of attractive styles. In Europe experiments in extraordinary styles have but served to point out the value of the products of the Adams Brothers, and the charm of Sheraton and Chippendale and the period designs. Mass production by manufacturers has brought the most attractive of wellmade furniture within the reach of every home-maker, and manufacturers are now vieing with each other to attract the attention of buyers.

Among the exhibits evidences of the ingenuity of designers are legion and the attractions of inexpensive suites in oak are enough to turn any homemaker’s idea tow'ard the purchase of new furniture. Upholstery continues to he largely in leather and moquette and the latticed wicker backing so popular in recent designs is still in use. INTERIOR DECORATING Iu interior decorating more progress has been made than in building, but this is only to be expected. ( Novelties in decorating and furnishing are of necessity more interesting to the average householder than are new ideas in home-building because, though it may be impracticable for a man to build a new house, it is never impossible for him to alter and improve

the interior of his home. One of the advantages of experimenting with decorating is that an alteration in the existing order, though very slight, may completely transform a room. The perfect apartment has yet to be found and so one may keep on altering a room from time to time, but always discoverying some, undreamed of improvement to add to its attractions. Rooms, like hats, change in style rapidly and the art of modern furnishing is to choose a style that is not so extreme that it takes more than a slight alteration in colour scheme or cushions to conform with the prevailing fashion. It is earnestly to be hoped that women will realise the value of the lessons to be learned frome home exhibits. There is unfortunately a tendency to judge an exhibition by the number and variety of side-shows, but the Winter Show is making a reputation that stands above that implied reproach.