Betty Wales Gardens: A Mount Vernon Story

 

Newspaper advertisement for home
 in Betty Wales Gardens, 1921

The Goldman Costume Company took off right around 1900, turning out dresses, skirts, and shirtwaists for America’s young women.

New York City’s garment industry flourished in sweatshops while the exhausted girls who hunched over sewing machines marched and struck for nearly a decade before they won higher wages and fewer hours. 

By that time, Jacob Josiah Goldman, the son of Jewish immigrants from Poland and president of the company, had become restless. In the manner of E.H. Harriman, he became J.J. Goldman and decided to leave the city.

J.J. moved his family—wife Lollie and four children—to Mount Vernon, N.Y. He purchased a massive stone house, “Grey Rocks,” up on a hill near the border of the highly restrictive village of Bronxville. 

Stone pillar at the corner of "Grey Rocks" property

There, in 1913, J.J.’s son Louis was married in a spectacular wedding where potted palms outnumbered guests. The mansion still looms over the street below, largely unseen by passersby.

In August 1914, while the world panicked about troop mobilization in Europe, J.J. Goldman announced a contest in the trade journal Women’s Wear Daily. Fifty dollars for the reader who proposed the best name for a new line of dresses for young women, to be manufactured by the Goldman Costume Company.

Up in Rutland, VT, Lena B. Carr, the business manager of a local power company, occasionally sat down at her typewriter and wrote articles for Women’s Wear Daily. That’s how the contest came to her attention.

Carr didn’t pull “Betty Wales” out of the air.

One of her neighbors in Rutland, Edith K. Dunton, was a Smith College graduate and author of a series of popular books starring a young woman named Betty Wales. Dunton wrote under the penname Margaret Warde.

The first book, Betty Wales, Freshman, was published in 1904. Seven more followed, in which Betty Wales attended college and found her first job, as a secretary.

Before J.J. Goldman chose the name “Betty Wales” and handed a $50 check to Lena Carr, he went to Vermont to meet with Dunton. They signed a licensing agreement. At Goldman’s request, Dunton penned the last book in the series, Betty Wales, Business Woman (1916).

It was a great match of bestsellers: Betty Wales dresses and Betty Wales books. Occasionally Goldman advertised promotions: buy a dress, get a free book. He opened Betty Wales shops around the country. Department stores carved out prime retail space for the brand.

Then Goldman turned his attention to real estate.

 

***

 

Unfortunately, Mount Vernon was effectively segregated by a railroad cut, dug in the late nineteenth century, which created a “South Side” and a “North Side.”

By 1917, investors had bought up land well north of the cut. They intended to create residential neighborhoods far from the commercial district in the four-square mile city. 

Among the picturesque properties, the 75-acre Forster Tract, assembled during the 1890s, cried out for development. There was a rush to lay out and macadamize streets, plant trees, and build houses.

As a well-known philanthropist and founder of Mount Vernon’s Rotary Club, J.J. Goldman surely had made the acquaintance of local businessman Walter King Cooley, a crackerjack realtor and builder, president of a new firm, Gramatan Homes, Inc., where a talented young man named Lewis Bowman was chief architect.

Announcement in the 
Mount Vernon Daily Argus, 1917

Now they joined together to create “Betty Wales Gardens,” a 12-house community with a swimming pool and tennis courts. The Mount Vernon Country Club lay a block away.

The 12 English cottages would be designed by Bowman. Gramatan Homes announced:

 

The property is to be laid out in the form of an English garden, with shrubbery, trees, etc., and will probably have its own water supply from artesian wells.

 

Within two years, “two of the cutest little homes that have ever been built” were put up for sale on Wales Place, a new street without sidewalks that wended its way down a small hill.

More cottages followed and the development was successful. Bowman designed a few Tudor-style homes, too. I have identified 11 houses but not the twelfth.

Betty Wales cottage, built 1918

Then tragedy struck in 1921. J.J. and Lollie Goldman, who had sold Grey Rocks and moved to the Hotel des Artistes in Manhattan, were in a  car crash outside Chicago. Lollie was killed.

Goldman returned to Mount Vernon, where his daughters and their families lived. He moved into yet another stone mansion where his daughter Elizabeth (Bessie) Einstein lived with her husband Jay and their three children. 

Eventually, Goldman retired to Miami, where he died in 1948. By then, new brands were overtaking Betty Wales dresses.  

Wales Place remains, a quiet lane with an incongruous name off the beaten path. Some of the houses have been refaced or painted bright colors, and one or two look abandoned. 

And not an artesian well in sight.

Aerial view of Betty Wales Gardens
(Google maps)

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The Houses Lewis Bowman Left Behind: A Mount Vernon Story

Mount Vernon home designed by Lewis Bowman in 1917.
He and his family lived there until 1920. 

 

Bowman was born in 1890 in New York City. His family soon moved to a “Foursquare” on Franklin Avenue in Mount Vernon, N.Y., a fast-growing suburb.

“Foursquare”—because the clapboard house was boxy with a porch and a dormer, a rising architectural style that rejected ornate Victorianism. 

“Bowman”—because some people who live in the houses he designed more than 100 years ago have the habit of announcing: “it’s a Bowman!” as one might exclaim, “it’s a Picasso!” These homes are clustered in southern Westchester County, about 30 minutes by train from Grand Central Terminal.

Quite a few of the best-known, grandest houses that Bowman designed are located along Elm Rock Road in Bronxville, N.Y. They belong to very proud residents of a village that considers itself close to perfection, right next door to Mount Vernon. 

Yet Charles Lewis Bowman, who graduated from Cornell University in 1912 with a B.A. and an M.A. in architecture, left an equally consequential imprint in his hometown.

 

***

While studying at Cornell, Lewis Bowman (he dropped “Charles”) worked summers at the renowned architecture firm, McKim, Mead & White. The prestige did him no harm, of course, but he said it was like working in a factory.

Therefore in 1912 he returned to Mount Vernon, moved in with his parents,  and joined the Milligan Company.

House designed by Lewis Bowman for the Milligan Company, 1917.

Lewis Bowman's drawings for the house pictured above.

Andrew W. Milligan had made a fortune in metals before turning his attention to home construction in 1906. His trajectory resembled that of Andrew Carnegie and other capitalists who rode the wave of modern industry. Milligan sold many a battleship and cruiser to the U.S. Navy during its sweeping nineteenth-century rehabilitation. 

Now 50 years old, Milligan rented an office on First Street overlooking the railroad cut and joined forces with Walter King Cooley, a hometown real estate broker who had planned to become a physician but changed his mind.

“I consider the outlook bright!” Cooley proclaimed to anyone who asked about Mount Vernon’s prospects.  

Walter King Cooley
Who's Who in Westchester (1925)

Indeed, most American suburbanites looked forward to a charmed future.

Milligan and Cooley planned to build up-to-date homes on small plots in a variety of architectural styles. Alas, Milligan died unexpectedly in 1907. Cooley continued the construction business, which was quite successful. Subsequently, he reorganized the company and established Gramatan Homes, Inc.*

Lewis Bowman was just 21 when Cooley offered him the position of chief architect.  

This decision transformed the new company.

Young Lewis Bowman in his studio
(Bronxville History Center)

 

The young man proved to be extraordinarily versatile. He created dozens of Colonials, Tudors, and English cottages that went up quickly during the boom years surrounding World War I.

I believe there are far more than have been identified. Clues appear in trade journals wherein Bowman’s designs were lauded. Occasionally, he published an article and sat for an interview. One can only hope that greater access to Bowman’s plans and properties will come someday, when the City of Mount Vernon decides to run a professional Building Department.

Bowman disliked modernism, insisting that he could not imagine swapping stone, brick, slate, and other classic building materials for steel.

Yet he embraced modern conveniences: attached garages, heated garages, the best furnaces and boilers, closets with shoe shelves, sinks flanked by porcelain drain boards, and so forth.

The houses that Bowman built in Mount Vernon fall largely within a slice of the Forster Tract (see previous post), a multi-acre property assembled by developers in the 1890s.  

Bowman designed this house for an investor's daughter. It is located on Frederick Place,
 Mount Vernon, N.Y. 

In 1917, Bowman decided to build his own house on a double lot in the Forster Tract. He had married Eleanor Holwick of Canton, Ohio in 1913, and their daughter, Jean, came along just as the house reached completion. Perched on a rocky corner, it incorporated features that would distinguish his later work.

House designed by Bowman, 1920, Mount Vernon, N.Y.

One wonders when Bowman began longing to be on his own. As the twenties progressed, he surely saw the possibilities. In the meantime, an unusual adventure awaited the Gramatan Homes gentlemen. 

 

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*The company took its name from an Indian sachem who conferred land to white settlers, the area now encompassed by Eastchester, around 1700. The story has never been documented fully.