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D. C. ESSTEY and SON

Dee Essley

Jerry Essley

Distribution Yqrd:

Woyne Wilson

Chuck lember

7257 Eosi Telegroph Roqd, los Angeles 22

RAyrnond 3-1147

Diomond Notionol Opens'Home Building Center' in Redding, Cqlif.

The California Retail division of Diamond National Corporation recently held a grand opening at the company's new Redding retail lumber and building materials store at 1155 Court Street.

The Redding store, newest in the SO-store chain of the California Retail division, is appropriately called the "Home Building C-enter," where the latest in display and selfservice facilities make home building or modernization easy for the housewife, the contractor, the home builder and the "do-it-yourself " handyman.

In the Home Building Center there is 4,000-sq. ft. of sales store featuring builders hardware, power tools, appliances, kitchen cabinets, garden supplies and Diamond's own brand of top quality paint, a complete line of "Diamond National Paint."

l!N's new Redding Retail Lumber and Building Materials Store lumber, building boards, mouldings, doors, insulation, roofing materials, and Diamond's "Charm Paneling"-a prefinished, pre-decorated wood paneling for home, office or store.

The sales counters and offices are attractively finished in Diamond's "Charm Paneling."

In addition, there is 1600-sq. ft. of covered patio for seasonal outside displays.

The old Diamond Match Company entered business in Redding in 1919 by purchasing the retail lumberyard at 1503 Tehama St. from the Turtle Bay Lumber Co., continuing in that location until the recent completion of the new store at 1155 Court St.

The staff of the Redding retail store includes Lee McGee, manager; Wally Jacobs, assistant manager; John Mook, store sales manager; Salesmen James (Pete) Allen, Terry Shelby and Jim Prashek; Lois Rhodes, office manager, and Deon Silkwood, bookkeeper-receptionist.

Visiting hours for the two April days of the Open House at the modernized store were 8:00 a.m.-9:00 p.m. on Friday, and 8:00 a.m.-5 :00 p.m. on Saturday.

The landscaped grounds were "dressed up" for the oc- casion by being covered with Diamond's Sierra Bark, a decorative bark product for flower beds, walkways and patios.

Company officials in attendance at the grand opening were C. E. Hinshaw, general manager, California Retail division : L. I. Motta, and W. J. Harris, assistant general manag'ers of the Retail division.