TV doc “Rich’s Remembered” shares the memories of treasured store

The show, which airs on Wednesday, came after GPB finished a show with the theme, “Aren’t we glad we saved it,” said producer Don Smith. And, then GPB flipped it. He thought a show based on “Aren’t we sorry we lost it” would be appropriate. “We’ve seen so many things just disappear,” he said.

“A lot of people who outlived Rich’s treasure their memories of it. I knew they would, and hoped sharing those memories would pay tribute to a retailer whose ways of doing business won it a reputation that extended far beyond Atlanta,” Smith said. “Much of that was a result of its guiding principle: ‘The Customer Is Always Right,’ which it actually followed.”

RELATED: Flashback photos: Rich's through the years

Noted cookbook author Nathalie Dupree ran a cooking school at Rich’s. Her first cookbook, “Let’s Entertain,” was published by Rich’s — all 10,000 copies. “Rich’s is iconic,” she said. “My favorite ex-husband actually proposed in front of Rich’s. He said it was the most important institution in Atlanta.”

M. Rich Dry Goods was founded in 1867 by Morris Rich. From the start the store distinguished itself with marketing creativity, a legendary dedication to customer service and a liberal credit policy. In 1924 Rich’s moved to its flagship store at 45 Broad Street and occupied two buildings, which were connected by a multi-floor glass bridge. One store was for furniture, the other for just about everything else.

Rich’s came into its own — at least in modern terms — when Richard Rich, Morris’ grandson, took over in 1949.

“When I first moved to Atlanta, it was the place to shop. It was the definitive department store,” said Pearson, who narrates the show. “Not only did you have the one store with beautiful clothes, it had chandeliers, the Magnolia Room. You didn’t have to look for assistance; it was always right there.”

Going to Rich’s was an experience. “It was the place to see and be seen,” recalled Pearson. “When you went, you did not go in jeans and sweatshirt. You dressed up.”

The GPB program highlights Rich’s civic and political influence as well as how some of the city’s holiday traditions were started by the store. The Rich’s Foundation is still is active today. The Rich’s Teen Board empowered young women. “We were taught that people are more important than things,” said Teen Board member Sheila Maddox, now with Coldwell Banker. The Magnolia Room’s coconut cake and chicken salad amandine are still served in homes.

It also, somewhat, led the way in civil rights. Black customers were given credit and called Mr. and Miss by salesmen and women, unusual for the time.

But black customers couldn’t dine at the Magnolia Room and had separate facilities. During the 1960s, Rich’s was in the crosshairs of black students who politely and resolutely sat down at the counter and asked to be served. Lonnie King led the effort. “Rich’s was the domino,” King said.

“The show does not dance around the fact that Mr. Rich did not want to integrate the store,” Pearson said. “He did not embrace diversity; it was forced upon him.”

Perhaps the Rich’s memories peak at the holiday. The Pink Pig monorail and the lighting of the Great Tree are still beloved. Pearson, who hosted about 30 lightings, calls it an “almost spiritual experience. The music! We had Alicia Keys perform and Usher! There were local choirs. It never got old. You just waited for the singer to hit the high note on “O Holy Night.” It took my breath away every year.”

Rich’s became Macy’s in 2005. “The contributions Rich’s made, not only with the quality of their product and customer service, but with the gift to the community with the Rich’s Foundation, really made a difference,” Pearson said. “I miss it.”

"Rich's Remembered." Premieres 7 p.m. Wednesday, Dec. 25, on GPB TV and streaming at www.gpb.org/live.