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Trade Card of Edme Gersaint, Jeweller, A La Pagode

Artist or maker:
Boucher, François (b.1703, d.1770)
Engraved by Anne-Claude-Philippe de Tubières-Grimoard de Pestels de Lévis, comte de Caylus (French, b.1692, d.1765)
Date:
1740 {printed date}
Place of production:
Paris, France
Medium:
etching and engraving on paper
Type of object:
etchings
trade cards
Accession number:
3686.1.56.103
One of a set, see others

Physical description

Dimensions (mm):
359 x 211
Physical details:
single sheet, plate mark size: 288 x 189, image size: 285 x 185
Signature & date:
signed and dated in the plate, lower left and lower right: Dessiné par bouché [sic] A Paris 1740. C.S.
Inscriptions:
Caylus
Inscription
lower right, pencil (beneath 'C. S.')

Lebrun Md. De tableaux rue St Honoré, a l'hotel des / americains pres Loratoire la porte cochere a cote du / Sieur Malfurt, Md. au second sur le derrière, sa boutique / est place du vieux Louvre, vend tout ce qui concerne / l'art de peinture, sculpture, remet les vieux tableaux a neuf SC
Inscription
lower left to lower right, pen and ink
Translation of inscription:
Lebrun picture dealer, rue Saint-Honoré at the Hôtel des Americains near the Oratory, the coach entrance next to Sieur Malfurt, merchant, on the second floor at the back, his shop is at the Place du Vieux Louvre, sells everything relating to painting, sculpture, restores old pictures. SC
Transcription:
A LA PAGODE / GERSAINT Marchand Jouaillier sur le Pont Nôtre Dame / vend toute de Clainquaillerie [sic] Nouvelle et de Gout, Bijoux / Glaces, Tableaux de Cabinet, Pagodes, Vernis, et Porcelaines du Japon / Coquillages et d'autres morceaux d'Histoire Naturelle, Cailloux, Agathes, / et generalement toutes Marchandises Curieuses et Etrangeres. / Dessiné par bouché [sic] A Paris 1740. C.S.
Translation:
At the Grotesque Chinese Figurine, Gersaint gem-work jewellery merchant on the Pont Notre Dame, sells all sorts of new and tasteful ironmongery, jewellery, mirrors, cabinet pictures, grotesque chinese figurines, glazed ware and porcelain from Japan, shells and other items of natural history, pebbles, agate, and generally all curious and foreign goods. Drawn by Boucher. In Paris 1740. C. [Caylus] carved [etched and engraved this]
Language:
French

History

Provenance:
Owned by Gabriel-Hippolyte Destailleur (b.1822, d.1893); included in sale of Destailleur's library, Damascène Morgand (b.1840, d.1898), Paris, 13 April 1891, part of lot no. 351, 'Recueil d'Adresses, Cartes de visite, Billets de Bal, Brevets Militaires, etc. En un vol. in-fol., velin. Recueil des plus importants comprennant 355 pieces, adresses, billets d'invitation, titres de livres, brevets militaries, assignats, etc. Adresses au nombre de 220 des XVIIe, XVIIIe siècles' (price paid for volume: 2,700 FF); acquired by Baron Ferdinand de Rothschild (b.1839, d.1898); inherited by his sister Alice de Rothschild (b.1847, d.1922); inherited by her great-nephew James de Rothschild (b.1878, d.1957); bequeathed to Waddesdon The Rothschild Collection (The National Trust) in 1957.
Part of:
Recueil d'adresses: A collection of sixteenth, seventeenth, eighteenth and nineteenth century French, German, Belgian, Swiss, Dutch, Italian and Spanish trade cards, labels, wrappers, advertisements and related commercial ephemera bound in four volumes. 3686.1-4
Collection:
Waddesdon (National Trust)
Bequest of James de Rothschild, 1957

Bibliography

Bibliography

Edmond de Goncourt; La Maison d'un Artiste; Paris; G. Charpentier; 1881; vol. 2, p. 178; mentions an example of the card.
Édouard Fournier; Histoire des Enseignes de Paris, revue et publiée par le Bibliophile Jacob; Paris; Dentu; 1884; pp. 307-08; describes an example of the card.
Damascène Morgand; b.1840, d.1898; Catalogue des livres rares et precieux composant la Bibliothèque de M. Hippolyte Destailleur; 1891; Paris; p. 90, no. 351
Léon Maillard; Les Menus et Programmes illustrés, invitations, billets de faire part, cartes d'adresse, petites estampes, du XVIIe siècle jusqu'à nos jours; Paris; G Boudet; 1898; p. 32; describes an example of the card.
Bibliothèque nationale de France, Marcel Roux; Inventaire du fonds français: graveurs du dix-huitième siècle; 15 vols; Paris; Bibliothèque nationale de France; 1930-2004; vol. 4, p. 68, no. 81; describes an example of the card. Three proofs are preserved at the Bibliothèque Nationale.
Alain Gruber; L'art decoratif en Europe - Classique et Baroque; Paris; Citadelles & Mazenod; 1992; p. 282; illustrates an example of the print from the Bibliothèque Nationale.
Carolyn Sargentson; Merchants and luxury markets: the marchands merciers of eighteenth-century Paris; London; Victoria and Albert Museum; 1996; pp. 81-82, 127, pl. 47; illustrates an example from Paris, Bibliothèque nationale de France, Cabinet des Estampes.
Andrew McClellan, Watteau's Dealer: Gersaint and the Marketing of Art in Eighteenth-Century Paris, The Art Bulletin, 78, 1996, 439-53; pp. 447-49, ill. 12; illustrates and discusses the Bibliothèque Nationale example of the card in relation to other imagery used by Gersaint.
Guillaume Glorieux; A l'enseigne de Gersaint; Seyssel; Champ Vallon; 2002; pp. 264-67, ill. 87; illustrates an example from Paris, Bibliothèque nationale de France, Cabinet des Estampes.
Maxine Berg, Selling Consumption in the Eighteenth Century: Advertising and the Trade Card in Britain and France, Cultural and Social History, 4, 2007, 145-170; Helen Clifford; p. 163.
Joseph Baillio; A Fantastical Recreation of Bonnier de la Mosson's Cabinets of National History, Collection of Drugs and Pharmaceutical Compounds and Chesmistrey Laboratory by Jacques de Lajoüe (1686-1761) A Newly Rediscovered Masterpiece of the Enlightenment (privately printed article); 2008; p. 16, fig. 16; discusses an example of the card.
Mark Ledbury, Embracing and escaping the material: genre painting, objects and private life in eighteenth-century France, Representing Private Lives of the Enlightenment: Studies on Voltaire and the Eighteenth Century, 11, 2010, pp. 187-217; p. 190; describes Gersaint and the variety of his interests based on his business card - not only associated with Watteau as a picture dealer.
Benjamin Schmidt; Inventing Exoticism: Geography, Globalism, and Europe's Early Modern World; Philadelphia; University of Pennsylvania Press; 2015; pp. 333-34, fig. 179; in context of the aesthetic of exoticism and different notions of geography.

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