When I was a child, the coolest place to shop was Goldsmith’s in downtown Memphis. Even the journey to Goldsmiths was fantastic—driving over the Mississippi River, parking in the multi-level garage, and walking through the tunnel underneath Front Street to get to ground level.
And the tunnel? It was no ordinary tunnel. Inside the air was hypnotic—fresh, clean, divine—infused by a zillion shampoos and hair sprays lining the l-o-o-o-o-n-n-n-g passageway .
Just beyond the tunnel, a bakery greeted us. Oh mercy. Freshly baked cookies and cakes and gingerbread men filled trays displayed at eye level. The warm lights made the sugar sparkle.
Past the bakery, a world awaited with escalators and elevators and wide stairs and rails for swinging on (when we could get away with it). Unlike Belk’s in Osceola and Westbrook’s in Blytheville, There Was A Separate Floor For Each Department.
Trips to Goldsmith’s were reserved for special occasions such as back-to-school shopping or when Momma needed a fancy dress. The most special occasion of all was Christmas. During Christmas, the Enchanted Forest magically appeared inside Goldsmiths.
Magic I tell you…
A winter wonderland spread before us filled with forest animals and snowmen and twinkle lights and glittery snow delivered straight from the North Pole to the area behind men’s clothing. We strolled through slowly, savoring each second and every step, not wanting it to end. But kinda we did because deep in the frosty forest, a visit and picture with Santa awaited.
The real Santa.
We waited in line as long as it took.We wore our best holiday outfits.
The real Santa.
We waited in line as long as it took.We wore our best holiday outfits.
The Enchanted Forest was THE holiday event.
We never missed it.
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| my sister and me with the real Santa |
talya
Grace Grits and Gardening
Farm. Food. Garden. Life.
“On these magic shores children at play are forever beaching their coracles. We too have been there; we can still hear the sound of the surf, though we shall land no more.” – J. M. Barrie, Peter Pan
P.S. The Enchanted Forest is now located at The Pink Palace Museum. Click HERE for the link. Has anyone been? I bet it’s different…
Not as a child myself (except at Christmas), but as a parent with a wide-eyed little boy, no one missed THE Enchanted Forest at Goldsmith’s. David (first son) was so filled with its essence that he told his Poppy that the tree shaded two-lane road was part of the Enchanted Forest. Poppy never forgot that, thinking that all acres of trees constituted “the woods.” Your post brings good memories. Thank you.
Thank you Jane! Such a special place for so many people.
Love the picture and what great memories. I love looking at our old Santa pictures.
Me too Sarah. Thanks!
Isn’t it funny. I remember as a child Christmas like MAGIC. My parents went ALL out. I don’t think it will ever quite feel the same. Love the Santa pic!
Thanks Taylor! I feel the same way.
I love the picture and your memories. Christmas is such a magical time. My mom made sure it was magical growing up, and I make sure it is pure magic for my kids now. ♥
Thanks Kathy!
When I was little, we used to go to Tiny Town around Christmas in Hot Springs. I have no idea if it even still exists. There wasn’t a Santa (that I remember) but the whole entire side was a tiny village with train tracks running everywhere.
Tiny Town sounds like the trains at NorthPark:) Thanks Taylor!
Loved “The Enchanted Forest” and love your pic. I wish I had a picture from that time as I’m sure I remember having to sit on his lap and probably had a pout on my face. Good to see you and Staci both smiling! Oh, the memories of Memphis and Goldsmiths. Loved that time in our lives…..thankful for the memories! 🙂
Thanks Cindy Lu!
i love your article… i too grew up going to Goldsmith’s. and Lowensteins, Gerbers no malls then. I can still smell the tunnel with all the beauty products. i bought my first bottle of hawaiian tropic tanning oil there.. it was like 8 bucks scandalous back then. and the Enchanted Forest wow nothing compared. something added each year and the santa at the end. i still have photos of me and my sis (she cried) but we both had fun. and do you remember Mr. Bingle? he was from Lowensteins. they had a little show at Christmas time with him on it. about the time when Happy Hal came on. thanx for bring the memories back for me Merry Christmas
I think we bought Hawaiian Tropic there too! And Gee Your Hair Smells Terrific shampoo:)) I don’t remember Lowensteins or Mr. Bingle. Sounds like I missed out on that! Thanks for commenting and reading Karen. Merry Christmas!
i love your article… i too grew up going to Goldsmith’s. and Lowensteins, Gerbers no malls then. I can still smell the tunnel with all the beauty products. i bought my first bottle of hawaiian tropic tanning oil there.. it was like 8 bucks scandalous back then. and the Enchanted Forest wow nothing compared. something added each year and the santa at the end. i still have photos of me and my sis (she cried) but we both had fun. and do you remember Mr. Bingle? he was from Lowensteins. they had a little show at Christmas time with him on it. about the time when Happy Hal came on. thanx for bring the memories back for me Merry Christmas
I wish I had gotten to go to Goldsmith’s. We didn’t shop in Memphis because Little Rock was closer. The Pfeiffer’s and Blass stores always had elaborate window displays, many were mechanical. I think Cohn’s and Kempners decorated beautifully, too. But no parking deck or tunnel. I have some sweet memories of Christmas shopping. We’d drive down to LR after my parents got off work and spend the evening shopping. That was so long ago that it was safe for my brother and me to be on our own even though we were young.
Hi Talya! This was my childhood memories exactly!! Thank you for sharing.
Goldsmiths was the only store I new until I was a teenager. And I got a gingerbread man every time we went to the store. The Enchanted Forest WAS Christmas!
Thank you,
Presley
I’m glad you could relate!
I loved the Enchanted Forest and Goldsmith’s downtown as a child! And even though it has changed and is in a new location appreciate it more seeing it through a child’s eyes. My niece Jessica loved going and my great-niece Kauri can’t wait for it each year. Thank you for reminding me of such wonderful memories!
I would love to go back there!
I’m working on a little blog post highlighting Christmas traditions in Memphis for the Memphis Type History blog. Please let me know if I could maybe post the picture you’ve included here of you with Santa!
I sent you an email. Thanks, Caitlin!
I ran across a picture of me and my sister that’s very similar to the picture of you and your sister and it too was taken at the end of our visit to The Enchanted Forest in the basement of Goldsmiths in downtown Memphis Tennessee.
The Enchanted Forest was pure magic!