What was advertised in a colonial newspaper 250 years ago this week?
“LEFT by the subscriber at Mr. Bennett White’s … a neat assortment of JEWELLERY.”
James Geddy “became Williamsburg’s best-known colonial silversmith,” according to the entry detailing his silversmithing and retail business by Colonial Williamsburg. His advertisement in the Virginia Gazette did not offer much by way of introduction, but Geddy may have believed that he could rely on the reputation he had established and did not need to promote his “neat assortment of JEWELLERY, with GOLD and SILVER WORK” beyond selling it “at the lowest rates.”
It appears that Geddy placed this advertisement as part of an effort to expand his business and gain customers in a new market beyond Williamsburg, up the James River in New Castle in Hanover County (the vicinity of Richmond today). He did not set up a shop or workshop of his own in that town; instead, he “LEFT” his wares “at Mr. Bennett White’s, who keeps a publick house of good entertainment in Newcastle.” In addition, Geddy also accepted orders via White, either to repair damaged items or create new ones to specification. In choosing a partner in New Castle, Geddy likely valued the high volume of patrons who frequented White’s tavern. Rather than attempt a partnership with a local smith or retailer (neither of which would have appreciated a competitor from Williamsburg attempting to siphon off potential customers), Geddy chose an establishment that likely had greater foot traffic, both locals and travelers. White may have earned commissions on his sales and orders, making the arrangement mutually beneficial to the silversmith and the tavern keeper.