the store, Stewart placed cases full of merchandise along the sidewalk in front of the store as a way of advertising his establishment. Stewart claimed that "the messy clutter in front of the store and pushing crowds advertised the business." As he rose to the top of the retail developers, Stewart included no signs on any place of his store and did not use any advertisements until May 13, 1831. He felt that anyone who wanted to shop in his store would "know where it was located." A natural salesman, Stewart realized that "you will deal with ignorant, opinionated and innocent people. You will often have an opportunity to cheat them. If they could, they would cheat you, or force you to sell at less than cost. You must be wise, but not too wise. You must never actually cheat the customer, even if you can.... You must make her happy and satisfied, so she will come back." Stewart held that the key to establishing a great business was to make friends with the customers and encourage their return, i.e., to focus on customer service. Between 1846 and 1848, the construction and finishing details of one of Stewart's most famous buildings, the "Marble Palace" at 280 Broadway, were completed. This establishment, "the cradle of the department store", sent A. T. Stewart & Company to the top of America's most successful retailers. The building, originally four stories over a ground floor supported on cast-iron Corinthian columns, survives at 280 Broadway at the corner of Chambers Street, just across from his first store. It offered imported European women's clothing. In addition to its merchandise, the second floor offered the first women's "fashion shows" as full-length mirrors enabled women to view themselves from different angles. The Italianate design, faced with Tuckahoe marble, featured four floors of pedimented windows, the first commercial building in the United States to display an extravagant exterior. Inside, Stewart wanted not only to display his merchandise, but to emphasize natural light from the structure's central rotunda and high ceilings. "The Marble Palace" claimed to be one of the first "big stores" that sold merchandise and was a huge financial success. In 1855 Stewart's personal fortune was estimated to be $2.25 million. In 1856 Stewart expanded his merchandise to include furs, "the best and most natural skins", as customers were told. In the 1850s, he also followed other retailers such