Montaldo's was a staple of high quality shopping in North Carolina -- or so I hear. And it's evident to me, in the pieces we find, that Montaldo's was all about quality and style. I wanted to know more, but...there's not much out there.I found out on the Vintage Fashion Guild site, here, that Montaldo's was a specialty ladies' shop, started in 1919. Lillian Montaldo, with her sister Nelle, opened the stores, with locations throughout North Carolina (Charlotte, Raleigh, Greensboro, and Winston-Salem), Virginia (Richmond), Ohio (Columbus and Cincinnati), Colorado (Denver and Colorado Springs), Missouri (St. Louis), and Oklahoma (Bartlesville). They were known for their excellent service and quality.
And that's about all I could find.
Until I found this short article here, that has more information. But it also has conflicting information. This article states that Lillian founded the first store with her husband, Raymond, in Kasas in 1918. In 1923, they opened the second location in Winston-Salem, North Carolina. Below is a photo of the Winston location, followed by a short article in the Winston-Salem Journal, dated September 21, 1923.
MONTALDO BRINGS STYLE TO W-SALEM
The Latest to be Seen of Fifth Avenue
and Broadway Shown Here
SPACIOUS STORE FILLED
Nothing Better in City than Montaldo
With the coming to Winston-Salem of Montaldo’s perhaps as
never before 5th Avenue for the ultra-fashionable, was
brought to North Carolina. Not only users of the highest priced
gowns and hats, but a complete line of all styles in medium
priced apparel is carried. In fact the stock consists of a well
selected variety of ladies ready-to-wear and millinery.
Miss Lillian Montaldo, senior member of the firm, has an office
on 5th Avenue in New York, where she buys not only for her
own stores but for a great number of stores in the middle
west. Miss Montaldo makes frequent trips to Winston-Salem
and keeps in close personal touch with the desires of her
North Carolina customers and keeps the Winston-Salem store
informed at all times of the very latest styles. Almost every day
the store receives shipments of the newest patterns and latest
styles in ladies’ ready-to-wear.
With their spacious and attractive show rooms they are well
prepared to advantageously serve the most fastidious.
(Winston-Salem Journal, September 21, 1923)
The Latest to be Seen of Fifth Avenue
and Broadway Shown Here
SPACIOUS STORE FILLED
Nothing Better in City than Montaldo
With the coming to Winston-Salem of Montaldo’s perhaps as
never before 5th Avenue for the ultra-fashionable, was
brought to North Carolina. Not only users of the highest priced
gowns and hats, but a complete line of all styles in medium
priced apparel is carried. In fact the stock consists of a well
selected variety of ladies ready-to-wear and millinery.
Miss Lillian Montaldo, senior member of the firm, has an office
on 5th Avenue in New York, where she buys not only for her
own stores but for a great number of stores in the middle
west. Miss Montaldo makes frequent trips to Winston-Salem
and keeps in close personal touch with the desires of her
North Carolina customers and keeps the Winston-Salem store
informed at all times of the very latest styles. Almost every day
the store receives shipments of the newest patterns and latest
styles in ladies’ ready-to-wear.
With their spacious and attractive show rooms they are well
prepared to advantageously serve the most fastidious.
(Winston-Salem Journal, September 21, 1923)
Lillian
Montaldo brought ready-to-wear clothing to areas that didn't have
access to it. Prior to her stores opening, women used patterns --
either making their clothing themselves or hiring a dressmaker. If you
were wealthy, you would travel to larger cities, like New York, for your
wardrobe. She worked out of her office on 5th Avenue in NYC, ordering
the newest, freshest fashions for her stores. This article, by Betsy L.
Hendrix, quotes Lillian's nephew, Jack Montaldo: "She was a dynamic,
demanding, and no-nonsense woman. She had to be." Lillian's success
was during a time when women struggled to have equal footing with men --
Hendrix states it was a "fierce business".
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| 1946 Architectural plans for Montaldo's in Charlotte, North Carolina |
And Montaldo was fierce. She advertised in Vogue and Harper's Bazaar, as well as other prestigious fashion periodicals. She wanted her store to be right at the top with other high end retailers. And to reward that fierceness, she was awarded "Woman of the Year" in 1967 by the fashion industry.
“Whatever is exceptional in quality and design must be offered to Montaldo’s customers.”
Lillian Montaldo
Lillian died at the age of 95. The Montaldo's chain closed in 1995.
 |
| Montaldo's, Durham, NC |
We have a couple of pieces in our Etsy shop that were sold at Montaldo's. First, below is a heavy silk and wool blend dress from the 1960s. It looks so simple, but details reveal quality -- the back zipper is offset and hidden within a seam, pockets are hidden in the front seams, and the lining is hot pink. Available here. Second, is a lustrous green velvet hat with a hot pink velvet rose. The overall design and quality is top notch -- down to the beautiful sheen of the velvet and straight, even stitching on the brim. Available here.
