A six-story terra cotta building stands on a corner in this 6-1/2" x 4-1/2" black and white photograph. The first floor has large windows with an awning overhanging them, and there are smaller windows on the upper stories. A sign on the corner of the first floor reads "Gold & Co." Other smaller buildings are visible in the background. Written on the photograph is "Gold and Co.
William Gold established "The Peoples' Store" in 1902, then incorporated his growing business in 1915 with himself as president and his son Nathan as vice president. Gold and Company commissioned architects Davis & Wilson to design their six-story building at the southwest corner of 11th and O Streets in 1924. The photograph shows the original portion with its terra cotta cladding and Gothic ornament. Subsequent additions, beginning in 1929, expanded the department store to fill nearly three quarters of its block. Gold's operated independently until 1964, when it was purchased by Brandeis of Omaha, which continued the business at this location until 1980. Now rehabilitated into offices and shops, the property is listed on the National Register of Historic Places.
