When Santa Claus has finished his job of remembering the rest of the world, he drops quietly around to the jewelry store.
And There, unhurried and unjostled, he requisitions the Christmas joy for Mrs. Claus and the younger Clauses.
Some folks think of the jewelry store as the place to go, chiefly, for those gifts where expense is the second consideration.
But not Santa Claus! That canny old gift expert knows better than that!
He judges the worth of a gift not alone by what it costs, but by what it yields - in service and satisfaction... And long ago, he discovered that a dollar goes farther at the jewelry store than it does anywhere else, in procuring enduring usefulness and pleasure.
For the jeweler deals in imperishables - in Gifts That Last, like the fidelity of a fine friendship, for as long as life itself!
Specializing in jewels, the jeweler sees to it that every article in his stock is truly a jewel. And whether it be for adornment or for utility, it must measure up to jewel-standards, in craftsmanship and integrity.
He who must coddle a lean purse or she who may indulge a fat one, both will find there the gifts they would most like to give - comfortably priced within their respective Christmas budgets.
But whatever the price, the quality is always jeweler's quality - uncompromising in its fine standards.
Ask Santa Claus. He knows!