Trade card for W. & J. Leonard, Salem, Massachusetts. Circa 1885 – 1890.

Price:  $12.00                Size:  4 and 1/4 x 2 and 3/4″

W. & J. Leonard, Boots, Shoes & Rubbers. Successors to Buswell & Leonard. 196 Essex St., Salem, Mass.

Two little Pagliacci-type figures, along with their dog, are out on the street begging for a living. Pagliaccio in Italian is “clown”.

The former Buswell & Leonard was Ebenezer “Eben” Buswell and William Leonard. Successors, W. & J. Leonard were brothers, William and Captain James Leonard, the firm being run under this name from 1885 to 1890.

But a full history, going back to about 1794, is given in the Boot and Shoe Recorder, July 29, 1908:

“The retirement of William Leonard of Salem, Mass., from the shoe business will, with the closing of his store, bring to an end a business that has been connected with the Driver family for 104 years. It was begun about 1794 by the grandfather of Mrs. Leonard, Stephen Driver, Jr., who with Louis Tucker, as Tucker & Driver, had a shop on Essex street, nearly opposite Cambridge street, in a two-story wooden building, with an attic. Mr. Tucker furnished the capital and Mr. Driver the knowledge of the business. In 1798 the partnership was dissolved, Mr. Tucker retiring, and Mr. Driver continuing the business alone. In 1816, his son, Stephen, 19 years of age, bought his time of his father, and took a shop on Central street, and the firm name became Stephen Driver & Son. In 1822, his eldest son, Thomas, bought out his father’s interest, and the firm name became Stephen & Thomas Driver. The father continued in business alone. In 1836 Ebenezer Buswell and his brother-in-law, George Driver, bought out the retail trade of Stephen Driver, 3d, who then commenced the wholesale trade. The name of the firm was Driver & Buswell, and the store was on Essex street, below Washington street, and where the store of Almy, Bigelow & Washburn, Inc., is now located. George Driver withdrew in 1847 to assist his brother in the wholesale business, and for 13 years Mr. Buswell continued the business alone, or until 1860, when Henry Morton was admitted as a partner. The firm name became Buswell & Morton, and so continued until 1867, when Mr. Morton withdrew, and William Leonard became associated with Mr. Buswell. This firm continued until the death of Mr. Buswell, June 30, 1880. Mr. Leonard, in 1885. took his brother, Capt. James Leonard, in partnership with him, the firm name being W. & J. Leonard. In 1890, James Leonard withdrew, and William Leonard continued the business at the old stand on Essex street until 1897, when the march of progress removed the building, and the business was transferred to its present location on Washington street.”

Sources:  Pagliacci. n.d. https://en.wikipedia.org/wiki/Pagliacci#:~:text=Leoncavallo%20based%20the%20st   ory%20of,brother%20Luigi%20acting%20as%20accomplice. (accessed December 26, 2023).

Henry M. Meek’s Naumkeag Directory for Salem, Beverly, Danvers, Marblehead, Peobody, Essex and Manchester, for 1888 and 1895, pp. 232 and 356. Ancestry.com. U.S., City Directories, 1822-1995. 

Sampson, Davenport & Co.’s Salem Directory for 1879, No. XVIII, p. 42. Google.com.

“Some Short News Notes of the Trade.” Boot and Shoe Recorder, July 29, 1908, p. 115. (Google.com).