Germantown Ave, 1930
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Are you a cigar enthusiast? An owner of a framing gallery looking for an unusual, old picture to frame and sell -- one where you can sell the story behind the picture as well? Well then, I have something for you!
This is a spectacular, first generation copy, glossy, digitally restored 12 x 18 photo of Luber's Cut Rate store at 2623 Germantown Avenue, Philadelphia, taken in 1930.
These reprints are in fact of much higher quality that the originals. Blemishes and scratches have been removed, and the images have been sharpened and exposure adjusted. In fact, the prints are so sharp that you can clearly read the printing on many of the cigar boxes in the store. The pictures are printed on the highest quality photographic paper (heavy stock)
I'm going to tell you more about this picture in a few minutes, but first, I will tell you the story of Luber's Cut Rate.
The Story of Luber’s Cut Rate / Luber’s
Pharmacy
Luber’s Cut Rate store opened in the 1920’s and became
Luber’s Pharmacy circa 1950.
The store was originally located at 2639 Germantown Avenue near the intersection of Germantown and Lehigh. It then moved a few doors down to 2623 Germantown Avenue.
North Philadelphia during this period of time was considered to be “uptown” and was a very nice neighborhood, mostly Jewish in composition. This neighborhood was an area of bustling shopping activity in Philadelphia – the shopping mecca of its time. I believe the corner of Germantown and Lehigh was the only intersection in the world to boast both a Woolworth's and a Kresge's.
The store was within walking distance of both Philadelphia ball parks, the Phillies’ Baker Bowl at Broad and Lehigh, and the Athletics’ Shibe Park (later renamed Connie Mack Stadium) at 21th and Lehigh. It's certainly not much of a stretch to think that the Philadelphia Athletics and Philadelphia Phillies shopped at Luber's Cut Rate.
The Lubers lived in the living quarters above the store, which was very common in those days. You worked where you lived, and lived where you worked if you were a merchant in the city of row houses.
Luber’s Cut Rate was owned by Phil Luber, a local
merchant who started such name brands as Normello Cigars (after his son Norman)
and Blue Jay Razor Blades (after his son Bernard Jay).
The store had a large tobacco section and sold other sundry and household
items at cut rate prices. (Note:
apparently, Phil Luber also marketed a brand of cigars called Phil Luber
Perfectos. I know this because my brother recently bought an old cigar box
on ebay that says "Phil Luber Perfectos, 2623 Germantown Ave.")
Circa 1950, Phil’s oldest son, Bernard Luber, received a pharmacy degree. By this time, Bernard was running the store and it became Luber’s Pharmacy. The back of the store was converted to a pharmacy counter.
By the 1950's, with the
advent of the suburbs, Germantown and Lehigh was no longer the shopping mecca it
had once been. Circa 1957, the store was sold and became Lucky Pharmacy.
(What became of it from that point on, I do not know.
If anybody knows, I would like to know.)
Bernard then opened the Valley Forge Drug Store in the Valley Forge
Shopping Center in King of Prussia, Pa., which he owned and operated with his partner, Len
Lovitz, until the 1980’s when he retired.
About This Photo
This photo is an interior shot of 2623 Germantown Avenue taken in 1930. On the left, serving the customer an Optimo cigar, is the owner Phil Luber. On the opposite side of the counter is one of Phil's brothers, Nathan. The little boy in the middle, whose face is blurred, is Phil’s seven year old son (my father), Bernard, who passed away in 2001.
The shot reveals astonishing detail. Here are some things in the photo that are easily visible to the naked eye:
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Cigars in cigar boxes labeled: La Tosella, La Palina, Topic, Philadelphia Hand Made, Girard, Cinco, Bold, Tennyson. As previously mentioned, Phil Luber is holding a box of Optimo cigars. A price of "4 for $.30" appear in a number of boxes.
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A carton of Herbert Tareyton cigarettes
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On the right side, a display of Pine Brother Glycerine Tablets
With a magnifying glass, you can see packs of Old Gold cigarettes on the wall behind Phil Luber, and other great details.
Boxes of cigars abound, from floor to ceiling, in the cabinets behind the counters.
This is a truly gorgeous picture from an important era in the history of Philadelphia.
Specifications:
- Image is copyrighted by Alan Luber and may not be reproduced
- Photo Suitable for Matting
- Shipped flat via UPS (except to Hawaii and Alaska), so no P.O. Boxes