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Lot 103: J.S. Fry & Sons Celebrated Chocolate Advertising Showcard

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Start price: £80

Estimated price: £150 - £300

Buyer's Premium: 16%

A J.S. Fry & Sons lithographed advertising showcard set against a cream ground. The central lettering reads J.S. FRY & SONS CELEBRATED CHOCOLATE in ornate three-dimensional style typography with coral and gold-tone highlighting. A decorative scrollwork cartouche in light blue and gold frames the word CELEBRATED between the brand and product titles. The lower section features text reading BRISTOL, LONDON & SYDNEY. The showcard is mounted behind glass in a moulded wooden frame with a gilded inner slip. A printed mark to the lower centre margin reads BARCLAY & FRY, COLOR PRINTERS, LONDON, E.C. The reverse has a paper backing with handwritten notes reading LABELS STILL ON REAR, BARCLAY + FRY SOUTHWARK, and PATENT GELOLEUM SHOW CARD. Three original brass hanging tabs are present.
27.5 inches by 18.5 inches.


Condition report:

The lithographed showcard displays age-related discolouration and foxing throughout the field, with prominent damp staining to the lower-left and lower-right corners (photo 2). The colours remain clear. The wooden frame shows wear consistent with age, including small chips, surface scratches, and loss of finish to the edges, with slight separation to the mitred corners (photo 5). The paper backing is torn and has been inscribed in red ink (photo 7).