Chapter 5 – 6: “Tiendas Waterston”

ch5-5I found the business card for the store on Calle Neptuno among my father’s papers. The tagline, “Templo de la Elegancia femenina” (Temple of Feminine Elegance) signals this would be a sacred, special place where a woman could become the classiest, most sophisticated, most graceful of all—she could be transformed by American-style fashion. In his book, On Becoming Cuban Louis A. Pérez, Jr. dates the Americanization of retail businesses in Havana to the early 1900s.