What: Review of Uncoverings 1995, Volume 16 of the Research Papers of the American Quilt Study Group, edited by Virginia Gunn Topic: “Marketing Quilt Kits in the 1920s and 1930s” Author: Xenia E. Cord In this thoroughly researched and documented report Cord credits the role of “commercially produced and media-promoted” kit quilts for, to some degree, “the resurgence of quiltmaking during the Colonial Revival movement of the 1920s and 1930s. In the process these early twentieth century commercially made kits standardized and “redirected the focus of quiltmaking from a community-based folk group process to a professionally created product stressing surface design.” [p. 139] The improvisational style we see in so many mid- to late nineteenth century quilts was replaced in the early years of the twentieth century by a small group of “designers, manufacturers, and marketers, and were promoted through media and commercial sources as a reaffirmation of women’s domestic and artistic skills.” In her research Cord found a secretive “tangle of corporate interconnections, layered informal associations, widespread duplication of printed material and often obscured sources for the kits themselves.”[p. 139-140] Cord begins her documentation of these changes declaring that the creators and advertisers “created, guided, and molded the scope and direction of…quilt kit buyers with their visual and emotional appeal[s].” [p. 141] In the evolutionary process of their marketing and quilt kit production, “kit purveyors became the arbiters of style, in some instances replacing or suggesting alternatives to the standards of the traditional quiltmaking community.” The “industry created national standards for performance, and national rather than regional pattern names and designs.” [p. 142] How all this was done and by whom is the source considerable documentation and discussion that follows Cords early declarations. There are names of participants in the quilt kit industry and vivid descriptions of marketing practices. Illustrations are included as well as an extensive reference section with very inclusive and informative end notes. Cord ends her report with a number of questions and suggestions for future research on this topic noting “Considering the position of importance kit quilts assumed in the continuum of quilt history, this review of the marketing methods and sources during the first quilt revival of the twentieth century can only point the way to more extensive research.” [p. 166] It can be hoped that there are students of quilt history who are interested in taking up the charge. Xenia Cord’s article would be a great place to start.

What: Review of Uncoverings 1995, Volume 16 of the Research Papers of the American Quilt Study Group, edited by Virginia Gunn Topic: “The Origin of Mountain Mist® Patterns” Author: Merikay Waldvogel This is a trailblazing and jam packed article full of revealing information based on primary sources to which Waldvogel had, in 1995, recently been given access. The letters dating from the late 1920s to very early 1930 between a Tennessee artist and the sales manager of Stearns & Foster Co. of Cincinnati, Ohio (producers of Mountain Mist batting) revealed previously unknown details and answered questions for not only Waldvogel, but many others who had been looking for information on why and who designed and produced the “wrapper patterns” enclosing Mountain Mist batting. Reading this article was a bit like reading a Nancy Drew mystery, and great fun it was. One wonders if she felt the same way at the time. Waldvogel notes that “Collectors have long prized the wrappers as well as the other printed matter, which, until now, have been the only sources of information about the company.” And the discovery of the correspondence “provides a detailed record of the company’s plan to promote quiltmaking (and the sales of its cotton batting) through the distribution of high-quality quilt patterns. [p. 95] Later in the article, Waldvogel notes that the sales manager even directed the artist to make her illustrations display the designs in solid-colors rather than prints. [p. 125-126] The manager was Frederick J. Hooker, Sales Manager of the Putnam-Hooker Batting Department of Stearns & Foster Co. The artist was Margaret Hays of Chattanooga, Tennessee. “They shipped watercolor sketches and finished pattern layouts back and forth between Ohio and Tennessee for eight months from July 1929 through February 1930.” [p. 96] Hays’ niece, Evelyn Hays Banner, “inherited the materials and contacted Waldvogel thinking they might be important to quilt research.” [p. 96] And this is the key to why it was so important. There were no known extant records about this business relationship between Hooker and Hays. The company’s current staff believed “such records were discarded when a series of new owners took over the company in the mid-twentieth century.” [p. 96] Waldvogel describes in interesting detail how she validated the information she found in the correspondence. She provides images of letters and designs. Importantly, she states, “The company’s efforts impacted the quilt revival of the 1930s.” And, that the “new information suggests that the changes in style, color, and construction associated with Depression Era quilts did not happen by chance.” [p. 98] It can all be credited to the marketing practices at Mountain Mist! Waldvogel traces the history of the company from its founding in 1846 when they began experimenting with ways to make a batting that “would not tear or stretch.” [p. 98] Packaging was but one of the ways the company’s employees experimented and innovated and promoted their products and packaging. And there were many product names used over the years. Also, there were multiple designer names used in the promotion of Mountain Mist designs over the years. Hay’s name apparently was not one of them! There is so much good and interesting information in this article that I cannot recommend it enough to all of you. The End Notes are extensive. There are several appendices with trademark names and dates, quilt pattern names and dates, as well as company publication names and dates. If you are looking for information on Depression Era quilt patterns/designs and dates, or information on the Mountain Mist patterns this is the source for you. Best wishes for the new year. We’ll review another article next month. You can contact me at kmoore81@austin.rr.com for more information and comments.