[x_custom_headline type=”left” level=”h2″ looks_like=”h2″ accent=”true”]Photographic chains[/x_custom_headline]

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By the turn of the twentieth century photography had evolved to a point where photographic studios were common place in the high street. Before cameras were affordable these studios provided a photographic service that people could make use of. Thanks to Maurice Fisher for allowing the use of some of the memorabilia he has meticulously gathered on this subject at photographicmemoribilia.co.uk.
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The following information comes from a range of people who have had an experiences with one of these particular chains, “Jerome Studio’s”. Comparing to today where we all can have a camera in our back pocket on our phone and can take a picture of something and send it to someone anywhere in the world. The advancement in technology and the consequences on our lifestyles have had an incomprehensible impact during the last one hundred or so years.
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[x_feature_headline type=”left” level=”h3″ looks_like=”h3″ icon=”camera”]The cameras[/x_feature_headline]
The cameras that were used in Jerome studios were wooden, probably Teak, with a front brass hinged double baseboard and square bellows. The lower base board was attached to the tripod and the rear of the upper base board (hinged at its front edge to the lower baseboard) could be raised by about 35 degrees.
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camera
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[x_feature_headline type=”left” level=”h3″ looks_like=”h3″ icon=”camera”]The lens[/x_feature_headline]
The lens was a Dalmeyer f5.6, with a focal length of 9 or 10 inches. They were often set at f6.3 with at least a 1sec exposure but preferably longer if there was a certainty the that the sitter would not move or was not just about to blink. A long square metal lens hood was attached to the lens by three screws with knurled heads so you could tighten or loosen the screws with your finger tips. These excellent dark red lens hoods were especially made for Jerome Studios.

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lens
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[x_feature_headline type=”left” level=”h3″ looks_like=”h3″ icon=”camera”]The shutter[/x_feature_headline]
“The shutter was a sprung flap within the bellows and attached to the top of the camera back. This was operated by an actual bicycle back brake cable attached to a brass release that operated in the same way as a bicycle brake. When you squeezed it together the flap would open towards the top of the bellows and then close quickly with the aid of a spring on releasing.”

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photographer
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[x_feature_headline type=”left” level=”h3″ looks_like=”h3″ icon=”camera”]The spools[/x_feature_headline]
‘Spools’, as rolls of film were universally known at that time, were available to the general public from Jerome Stuidos, but had to be returned to Jerome for developing and printing due to them being paper based, rather than the more conventional (transparent base) celluloid. The place where the public’s developing & printing was carried out (i.e. not Studio prints ~ those were made by Studio staff on the premises where they were taken) was at the Jerome Ltd Photographic Works, Bovay Place, Holloway, London, N.7.

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Cre8ive life

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[x_feature_headline type=”left” level=”h3″ looks_like=”h3″ icon=”camera”]The print envelope[/x_feature_headline]
Its date is unknown, but looks to be 1930s. It is early enough that it doesn’t use the eventual Jerome slogan of “Branches Everywhere” nor even claims, as on the spool above, “Branches Throughout Great Britain”.
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Jerome-envalope
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Jerome-envalope-1
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[x_custom_headline type=”left” level=”h3″ looks_like=”h3″ accent=”true”]Jerome Studios ~ Branches Everywhere[/x_custom_headline]

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Colonel Bertram Gale was the founder of the chain which initially was named Gale Studios. Information from a book by Gillian Jones entitled “Lancashire Professional Photographers, 1840-1940”, suggests that some Gale Studios were in existence at least as early as 1916. A 1911 census lists Bertram’s occupation as a “Photographer” and as an “Employer”. So it seems that Bertram Gale was involved in the photographic trade from the earliest decade of the 20th century.

In 1928 Bertram met Albert H. Garrett, whose company commenced constructing the studios and manufacturing all the equipment and fitting out
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new photographic studios under the name of Jerome Ltd. which, by 1930, had absorbed all the Gale studios and within ten years had branches throughout the country, plus Paris and Amsterdam.

Jerome Studios were thus able to offer a (fairly) high standard of photography and at the same time keep the costs well within the reach of most people. In consequence, Jerome became a household name. The Jerome Studio chain had studios in a number of cities in England and even a few in Europe and the U.S.
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Cre8ive life

Jerome, 104 Sauchiehall St, Glasgow (1934)

Above the window display, and down the right hand side of the window, the sign tells us 3 postcards 6 ie. 3 postcard sized prints for 6d (2½p).
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Cre8ive life

Jerome Studio in Liverpool, London Road (1961)

Customers expected that their photographic portraits would be processed while they waited or they could call back a short time later. Using paper negatives and reflected light enlargers considerably reduced the operating costs in providing such a service.
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Cre8ive life

Christmas 1961 the Jerome Studio shop window Liverpool.

Reflected in the window is the Odeon cinema, possibly showing the first James Bond film “Dr No”. The suggested “Ideal Christmas Gifts” are simple Kodak cameras such as the Brownie 127, 44A, Reflex 20 & Starflash. Also camera cases & flashguns. Any size ‘spool’ developed 1s/3d each (6p).

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Jerome Studio, Paris (1949)

The Branch manager posing with a friend of Dennis Garrett.
He was a man of considerable courage who faithfully operated the Studio until the Germans were at the ‘gates’ of Paris (1940), compelling him and his wife to drive south until reaching safety in Spain and Portugal.

[x_button shape=”rounded” size=”x-large” float=”none” href=”https://www.cre8ivelife.com/foto/bertram/” info=”none” info_place=”top” info_trigger=”hover”]Colonel Bertram A. Gale[/x_button]

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1949-07-Jerome-PARIS

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