HOW SWEET IT WAS

Words and photos provided by Terry Ommen

Fornearly three-quarters of a century, the Sweet family name had been synonymous with selling quality merchandise at a fair price—and lots of it. Even though their “big store” was in Visalia, their business trade area reached far beyond the Tulare County seat. Products were sold and delivered as far south as Tehachapi and Fort Tejon, as far east as Independence in the Owens Valley, and up to Millerton in the north. Sometimes it took oxen-drawn delivery wagons several weeks to make the round trip. As a result, the well-run, well-respected mercantile company earned an enviable reputation, and the Sweet company name became known throughout the San Joaquin Valley and beyond.

The success of the company had much to do with its founder, Solomon Sweet. Born in Germany in 1827, the 18-year-old sailed to America, landing in New York City in 1845. After short stays in Chicago and Milwaukee, the energetic young man with a strong work ethic was lured to California. He arrived on the side-wheel steamer “Georgia” in San Francisco in 1851, then made his way to Stockton, where he worked as a store clerk. Next, he mined for gold for a time in California’s Mother Lode. In 1854, he opened a general merchandise store in the Mariposa County gold camp of “Agua Fria.” While living there, on at least one occasion, Sweet rode horseback south into Tulare County. He camped at what is now named Cross

Creek, near present-day Traver. He recalled one morning waking up and seeing “thousands of antelope and deer on the green meadows around him.” He rode into nearby Visalia, which was surrounded by a huge forest of Valley Oak trees. To him, the town looked like “paradise.” He vowed to eventually return and make it his home.

In 1857, his dream came true. Sweet moved to Visalia, bought out Nathan Baker’s general store and partnered with James L. Wells to form the Wells & Sweet store. Other partnerships would follow, but eventually he became the sole proprietor.

In 1860, Sweet married Annie E. Phillips of San Francisco. After their ceremony in the bay city, the couple made the three-day stagecoach trip to Visalia to establish their home. Much credit is given to Annie for the growth and success of the business and also for being a “worthy helpmate” to her husband. The couple had nine children.

Solomon Sweet was known for more than his ability to sell merchandise in a general store. He became a financial and business advisor to many. His knowledge of crops, cattle, land values, and business conditions made him a valuable resource to the community.

By the 1880s, the Sweet company had established itself as a business leader in the Valley, which attracted his friends and family, who joined him in Visalia. After the disastrous 1886 Tulare fire in which 77 business buildings were destroyed, the Sweet company delivered over 200,000 feet of lumber to help with the rebuilding. By 1892, S. Sweet & Company incorporated under the name S. Sweet Company. Solomon Sweet, sometimes called the “grand old man” took charge of the company headquarters in San Francisco and turned over the operations of the Visalia store to his close friends and relatives led by Adolph and Leon Levis. When Solomon Sweet died in 1905, his son Adolph D. Sweet, known as “Ad” took over the business.

Looking east on Main Street. January 1932. Building shown here in a modified version still stands today. Note: Visalia had just received a light dusting of snow.[Courtesy of the Shiffert Family]

The store was clearly a dominant enterprise in Visalia, especially in the early years of the 20th century. Employing over 50 workers, the company had dry goods, millinery, tailoring, shoe, hardware, implement, grocery, furniture, and grain departments. In addition to the store on Main Street, the company had several warehouses throughout town.

The “big store” was a two-story brick building occupying a large space on the south side of Main Street between Court and Church streets. It even had an elevator complete with an operator. The Sweet store held regular anniversary parties and sales events with the biggest being the 68th birthday bash in 1925. The highlight was a special eight-page Visalia Times-Delta newspaper supplement that included Sweet history and advertised merchandise for sale.

Employees inside the S. Sweet office.

As the company entered the decade of the 1930s, ugly signs of the Great Depression began to appear. The Friday edition of the October 30, 1931, Visalia Times-Delta newspaper stunned Visalia and much of the San Joaquin Valley when the company announced it was closing its doors. They wrote, “This store after 74 years of honest and faithful service to the people of the San Joaquin Valley quits!!!” With the shocking news, the company announced a huge merchandise sale. In later issues of the newspaper more hints about the closing would surface. On Tuesday, December 1, the Sweet company wrote in the newspaper, “For over 70 years your neighbor and friend—a business born in honor, cradled in righteousness and matured to majestic grandeur, only to fall in a world crisis when demand for quality merchandise gave way to bargain clamor and quality mediocrity…S. Sweet quality cannot be lowered, regardless of price slaughter, which is now going on.” The Sweet dynasty had succumbed to hard times, and after 74 years of business, they signed off simply saying “The End.”