In the past, fabric stores - businesses that, today, are in danger of extinction - proliferated throughout cities and towns, selling everything necessary for the creation and/or arrangement of home textiles and clothing. In Elche, the Jaime Brotons business stood out, which opened its doors at the beginning of the 20th century - back in 1917 - and was popularly known as “the madam”, based on the following anecdote.

Starting in the forties of the last century, many stores were, little by little, modernizing, adapting to new times. Jaime Brotons was not far behind and was one of the first Elche businesses that “dared” to put a mannequin in its window, also dressed in a stately dress of a great lady. The passers-by, upon seeing this distinguished woman, commented among themselves: “she looks like a madam.” And that is how this trade was known from then on.

In 1999, when the museum team went to this store - now closed - to manage the donation offered by its owners, they found a key, very special piece: a large, beautifully decorated and dated counter. from the beginning of the 20th century. This piece was moved to our facilities and today is displayed in the store's own reproduction.

Another anecdote about this donation is related to some artistic wooden shelves, which were behind the counter. In one of these shelves, in the lowest part, there was a small door that closed what seemed to be a well that collected rainwater from the terrace of the building, five floors above.

In addition to furniture, the donation was made up of many other elements characteristic of this type of stores. Among them, we highlight a wooden meter (also displayed on “the madam's” counter) with curious circular red marks. According to the testimony of the owner at the time, these marks were made by inspectors from the Ministry of Industry as a way to control textile measurements in these establishments.

Authors: Marian Tristán and José Julio López, coordinator and member of the School Museum team.