Ireland: Emigrating to America

Irish whisky was on the rocks and Irishaccents were in the air last week as a Manhattan department storekicked off a merchandising maneuver that had all the government brassand economic implications of a trade treaty. Ireland’s Minister forIndustry and Commerce John Lynch was on hand, and so were officialsfrom the Irish Export Board. Ambassadors, industrialists and suchshamrock-struck Americans as James A. Farley milled through a series ofreceptions, dinners, cocktail parties and pretty speeches. It was hardto believe that crass commercial enterprise was involved. But itwas—to an extent that could nudge Ireland into the forefront offashion and vastly help its already expanding economy (TIME, July 12).

It all began when Lord & Taylor President Melvin E. Dawley made athree-hour visit to Ireland last year and was, as he put it,”bewitched.” Dawley decided on the spot that he wanted “more thananything in the world to bring Ireland—the beautiful, inspired,elegant, romantic Ireland—to America.” Lord & Taylor sent out twoadvance scouts with cameras and expense accounts to see what theEmerald Isle had to offer. Wave after wave followed —two vicepresidents, two merchandise managers, 26 buyers, display men, artdirectors, photographers, fashion editors. Eleven months, 48transatlantic crossings, and more than $1,000,000 later, Lord & Taylorhas assembled enough Eireana to stun St. Patrick.

Most important of all are the fabrics: tweeds and wools in soft,imaginative blends of pink, red, orange—most of them made up to U.S.specifications in cleanly styled suits and sportswear by IrishDesigners Sybil Connolly, Kay Peterson, Sheila Mullally, Clodagh, JackClarke and Donald Davies. The rarest cloth in the lot is the 55 yardsof tweed from the black sheep of Lord Dunraven of Adare (more will haveto wait for next year’s shearing). There are also brilliantly beautifulDonegal rugs and carpets in hand-knotted modern and traditionaldesigns, chandeliers of Waterford glass, and 40 paintings bycontemporary Irish painters. There is a profusion of Irish linen, ofcourse, and Georgian antiques and contemporary pottery. The store haseven inspired the Irish to turn out a stunning new line of children’sclothes.

The title of Lord & Taylor’s promotion is “The Pride of Ireland.” Ifthis vanguard of Irish products catches on in the U.S.—where Irelandalready sends a respectable but unambitious amount of herexports—there is no telling where it all may end.