GRAND OPENING THURSDAY, FRIDAY & SATURDAY
EMERHOFF'S FOOTWEAR 215 Main, Ames

In August of 1956, Emerhoff's Footwear moved to a new location at 215 Main Street and added a men's department.  The grand opening was featured in a Tribune supplement full of store photos as well as advertisements for a variety of shoe brands.  In 1974, the store expanded into the adjacent storefront at 217 Main.  Emerhoff's Footwear has always been a family store, eventually operated by Emerhoff's son, Wayne, and now by his grandson, Mark Peterson. 

EMERHOFF'S SIGNIFIES FINE SHOES, SERVICE - Tomorrow marks the official opening of the new, larger and even more beautiful Emerhoff’s footwear at 215 Main, Ames.  Proprietor of this establishment is Emerhoff Peterson, who has been selling shoes in Ames for over 33 years.  Mr. Peterson, who has had his own store now for 16 years, has been able, through the growing number of customers who have discovered the satisfaction obtained from shopping at Emerhoff’s, to make this move into a larger store.  The addition of a men’s department now makes Emerhoff’s a store for the entire family’s shoe needs.

This expansion reflects the confidence Emerhoff’s patrons have developed.  Now the store has, in addition to the new men’s lines, larger stocks of women’s shoes and expanded supply of shoes for children.  The new names in the men’s department are Florsheim and Winthrop.  Winthrop Juniors are also carried for those “growing boys.”  Lazy Bones were added to the Pro-Tek-Tiv and Jumping-Jacks that already were available.

Among the brands of shoes carried for women are Red Cross Cobbies, Florsheim, Paradise, Carmelletes, Clinic, Josef DiCarlo, Red Cross, Penaljo, Joyce, Tweedies, Oldmaine Trotters, Paradise Kittens, Trampeze, Cobblers and Debs.  Oomphies and Daniel Green slippers complete their stock for women.

Besides Mr. Peterson, a staff of trained men are employed to insure the best in style, quality, fit and value in their shoe purchase.  Wayne Peterson manages the store for his father.  He is assisted in selling shoes by John Allen and Don Gustofson.  During the School term, additional help is hired to insure the customer immediate service.

First prize is a $20.00 certificate.  Second prize is a $15.00 certificate and two certificates worth $10.00 each will be awarded for the final two gifts.  Of course one need not be present to win.  The winners will be notified by Emerhoff’s Monday, Aug. 20.

A complete assortment of sizes are available so that even the “hard to fit” man can be given a nice choice of styles, colors and prices.  The price range will be between $9.95 and $27.95.  Winthrop, Jrs., for Boys will bring style for that fast-growing age group.

John Allen, an Emerhoff employee for six years, is the manager of the new men’s department.  John, a native of Ames, is married and has three boys.  When shopping for your next pair of shoes, be sure and check the great assortment in John’s department.  You’ll find the shoe that you are looking for.

Size records are kept on all children’s shoes and a foot check-up reminder is sent at the proper time to have the shoes checked for proper fit.

Don Gustofson, an Emerhoff employee for four years, will manage this department.  Don’s home was in Boone and he is a recent graduate of Iowa State.  He’s married and has a small daughter.

Children’s requirements for expert fitting and close supervision of their foot needs are guaranteed when you rely on Emerhoff’s.

PROPER SHOES NECESSARY FOR SCHOOL WEAR - If you want your child to stand at the head of his class better make sure that he stands in well-fitting leather shoes.  Shoes are all-important to growing bodies but children don’t really know when their feet hurt – any more than they know when they’re suffering from eyestrain.

That puts it up to the parents, who will do well to follow these rules for the shoes he wears back to school and throughout the school year:

1. Patronize a reputable shoe retailer who wants the child as a steady customer.

2. Check the construction of the shoes you buy.  Foot doctors recommend a shoe with leather soles as well as leather uppers.  Leather, being firm yet resilient, provides support with flexibility.  It also allows air to circulate freely inside the shoe through its tiny invisible pores.  Run your hand inside the shoe and make sure the insole feels smooth all the way to the toe.

3. Check frequently to see that shoes still fit.  There is no set rule, of course, but on the average, children need new shoes every two months up to the age of 10; after that every two or three months.  See that there is still plenty of room for all the toes both in length and width.

4. Don’t let your son wear sneakers except for brief periods on grassy play areas or gym floors.  On the concrete playgrounds of city schools, or on the unyielding streets and sidewalks, young feet need the solid foundation that sturdy leather shoes provide.

Once you’ve checked the construction and fit, you can give your youngsters their head when it comes to style.  For both girls and boys, you’ll find all the new leather textures – crushed leather, grained leather, matte leather, and aniline-dyed leather, to name but a few – in styles as new as today’s lesson.

The most popular numbers in the casual line for both sexes are a slip-on shoe or a low-cut oxford with a moc toe.  They are longer and slimmer than before and have a neatly-tailored leather sole.  For girls, they will also boast many decorative details such as narrow buckled straps around the back, crossed-over straps at the instep and elaborate perforations.  Leading colors besides the perennial black, brown and wine will include the pale beige to bright tan for both girls and boys, while girls will also wear more off-beat shades such as moonstone, white sand, and avocado.

Many young men will favor three- to five-eyelet bluchers.  Monk straps are popular for dress-up.  Girls, on the other hand will vary the traditional shell pump and Mary Jane with high-fashion numbers including floral-printed leathers and those of vivid oriental oranges and blues with gold kid underlays and appliqués.