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Trade Card of La Chapelle, Luxury Goods Merchant Selling Paper and Perfume, A La Renommée

Artist or maker:
Unknown
Date:
1730-1750 {nd}
Dated stylistically.
Place of Production:
Paris, France
Medium:
etching and engraving on paper
Type of Object:
etchings
trade cards
Accession number:
3686.2.58.155
One of a set, see others

Commentary

Brief Description

Trade card of La Chapelle, merchant of luxury goods (marchand mercier) selling paper and perfume, At Fame. The image is etched and the text is engraved. The design consists of a cartouche surrounding the text and a representation of goods and the shop sign. The whole is surrounded by a double rule.

The vertically rectangular cartouche takes the form of S-scrolls and C-scrolls that are edged with rocaille forms and acanthus leaves. Scallop shells appear at upper and lower centre. Between the cartouche and the rule, there is shading of wavy lines.

In the upper half of the card, there is the representation of the shop sign and goods. A winged woman representing Fame stands on a half-visible globe. She holds two trumpets, blowing on one. She wears a classical style dress. Above her head, a ribbon unfurls bearing the motto 'Quo Fama Vocat'.

Behind her, there is a table top shaded with parallel lines, bearing several goods. On the left, a box with pens and a bundle of wax strips; on the right, music paper, portfolios, registers and envelopes. Further goods float around Fame. On the right: a scraper and a seal, playing cards and a fan. On the left: quills, a scraper, a fan, a seal, an ink-well, and a phial. The edge of the table is plain and bears the motto: 'Vires acquirit eundo'.

The text appears in the lower half of the card. A line of two S-scrolls flanking a piece of foliate divides the address from the text of the text.

Curatorial Commentary

The design of this card was also used by the tradesman Dubois, see the example in Archives de Paris (Archives de la Seine): Publicité Commerciale à Paris: D43Z, fol. 30. It may have been a stock card.

Phillippa Plock, 2008

Physical description

Dimensions (mm):
153 x 100
Physical Details:
single sheet, image size: 147 x 96 (sheet trimmed to or within plate mark)
Transcription:
QUO FAMA VOCAT / Vires acquierit eundo. / A LA RENOMMÉE / Magasin de Papiers au coin des rues Montorgeuil / et du Bout du Monde, au bas / des Petits carreaux / A PARIS. / LA CHAPELLE / Marchand, Mercier Vend toutes sortes de beau et bon Papier / d'Hollande, et autres, Battû, Lave pour le Dessin, et la Musique; Cire / d'Espagne très fine, La véritable Encre Double, et luisante, Plummes / d'Hollande, Ecritoires en Maroquin garni fermants a Clef, et Géné- /ralement (généralement) tout ce qui concerne les Bureaux des Finances et / autres, et son Commerce. Tient aussi Magasin de Parfumeries, Gants, / et Mitaines de toutes couleurs, toutes sortes d'Eventails, toutes / sortes de Poudres, et Odeurs fines. Tient aussi toutes / sortes de petite Mercerie. Le tout / à juste Prix.
Translation:
[Where Fame calls, men acquire advancement?]. At Fame. Paper shop, at the corner of the rue Montorgeuil and the rue du Bout du Monde at the bottom of the rue des Petits Carreaux. In Paris. La Chapelle, luxury goods merchant. Sells all sorts of fine and good Dutch and other papers, beaten, washed for drawing, and music paper. Very fine Spanish wax. Real concentrated lustrous ink, Dutch quills, decorated leather writing cases which close with a key, and generally everything pertaining to finance offices and other types of commerce. Also keeps a shop of perfume, gloves, and mittens in all colours, all sorts of fans, all sorts of powders and fine fragrances. Also keeps all sorts of haberdashery. All at fair prices.
Language:
French
Latin

History

Provenance:
Acquired by Baron Ferdinand de Rothschild (b.1839, d.1898) before 1897; 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, The Rothschild Collection (The National Trust)
Bequest of James de Rothschild, 1957

Indexed terms

Other details

Location of Premises:
rue Montorgueil, Paris
(au coin de rue Montorgeuil et du rue de Bout du Monde, au bas de rue des Petits Carreaux)
Shop Sign:
Renommée, A La
Trades (Original Language):
papetier/Stationery goods activities
marchand parfumeur/Health & body activities
marchand mercier/Luxury goods trade activities
Products:
D
HOLLANDE
PAPIER
BATTU
PAPIER
DESSINS
LAVE
LAVÉ
LES
PAPIER
POUR
A
MUSIQUE
PAPIER
À
CIRE
D
ESPAGNE
DOUBLE
ENCRE
ET
LUISANTE
D
HOLLANDE
PLUMES
DE
ECRITOIRES
MAROQUIN
ÉCRITOIRES
A
CLEF
ECRITOIRES
FERMANTES
À
ÉCRITOIRES
GANTS
MITAINES
EVENTAILS
ÉVENTAILS
PARFUMS
FINES
ODEURS
MERCERIE
PETITE
A
BUREAUX
DES
L
MARCHANDISES
USAGE
À
COMMERCE
CONCERNANT
ET
FINANCE
LA
LE
MARCHANDISES
EN
PARFUMS
POUDRE
A
CARTES
JOUER
À
SCEAUX
GRATOIRS