In mid-December, I was browsing through our newspaper archives when I stumbled upon a 1965 advertisement for a store called Jordan’s. As someone named Jordan, it immediately caught my eye. I had no memory of the store, but the ad piqued my curiosity.
I decided to share it in our Morning Light newsletter with a playful joke about holding a sale at 1965 prices. The response was enthusiastic. Soon, I received an email that connected me to the family behind Jordan’s.
Their story was so charming and nostalgic that it inspired me to explore the small Jewish-owned businesses that played an important role in the St. Louis Jewish community and advertised in the Jewish Light. This is the story of Jordan’s Apparel, a store that left an enduring mark on its family and its customers.
A glamorous shopping experience
In the early 1960s, Herman and Adeline Mass turned a dream into reality by opening Jordan’s Apparel, a women’s clothing store that became a beloved fixture in St. Louis’ retail landscape. Located at 1234 Page Ave. in the Town and Country Mall, the first indoor mall in the city, the store served as a hub for the community and a testament to the entrepreneurial spirit of its owners.
“We were on vacation in Florida, when we walked into the Jordan Marsh department store. It was all fancy and elegant,” Louise Mass recalled. “When my parents found the perfect location near our home in University City, they decided to name their store Jordan’s as a tribute.”
The store’s design was as memorable as its merchandise.
“The store had this beautiful pink circular couch in the center, surrounded by glittering glass—it was so glamorous,” Louise Mass said. “There were big purple chairs that matched, placed around the store for people to sit and relax. It was welcoming and elegant all at once.”
Michelle Brooks, Herman and Adeline Mass’ granddaughter, shared her childhood memories of visiting Jordan’s. “I still remember the pink couch and the purple chairs—it felt magical, like stepping into another world,” Brooks said.
Renee Summers, whose mother Zelda Bidnik worked at Jordan’s for 20 years, also remembered the iconic couch. “When you walked into the store, there were clothes racks to your right and left, and that pink couch was right in the center. It was so distinctive. Husbands would sit there while their wives tried on clothes. I don’t know of any other store that had something like it,” Summers said.
Jordan’s catered exclusively to women, offering coats, suits and sportswear. Known for affordable yet stylish options, an ad from the Light in December 1965 highlighted wool coats for $40 and two-piece suits for $35.
“It was always a warm atmosphere whenever I walked in,” Summers added. “Everything was neat and organized—not like department stores today where things are cluttered and thrown about. Customers loved it.”
The dynamic duo behind the store
Herman and Adeline Mass brought complementary skills to the business, making them a powerhouse team. “My dad was a really good guy, and my mom was a wonderful woman,” Louise Mass said. “Together, they built something incredible.”
Adeline’s sales skills became legendary. “My mom was his secret weapon,” Louise explained. “She could sell anybody a coat, even if they weren’t looking for one.”
Herman managed operations with care and attention to detail, fostering a supportive workplace. The store employed about 10 part-time saleswomen, many of whom were older and worked flexible schedules around their social activities. “My dad was flexible with their schedules and really cared about them,” Louise said. “He knew how to bring out the best in people.”
A family affair
Jordan’s was more than a business; it was an integral part of the Mass family’s life. Louise often helped during holidays, wrapping gifts and assisting customers. “I could go to the store, reach on the rack, and take home anything I liked,” she said. “That was the best part of being the ‘princess’ in a family business.”
The Mass family’s buying trips to New York were not only business but also opportunities for bonding. “My dad would go on buying trips to New York, and my mom loved tagging along to see Broadway shows—that’s how we all fell in love with theater,” Brooks shared. “The store gave us so much—an appreciation for fashion, for culture and for each other.”
Summers also felt a personal connection to the store through her mother’s work. “I got a lot of my clothes there. My mom would call me when new shipments arrived, and I’d come in to see what they had. It felt special knowing the store was part of our lives,” she said.
A community staple
Jordan’s was deeply embedded in the local community, especially within the Jewish population of St. Louis. Its welcoming atmosphere and personalized service made it a cherished space for both customers and employees.
Herman’s commitment to his staff and customers extended beyond the day-to-day operations. “Every year, my dad threw holiday parties for the employees and their spouses,” Louise recalled. “It was always such a joyful event.”
Summers remembered these celebrations fondly. “They always had parties—Christmas parties, Hanukkah parties—and they were such fun. My parents even wrote skits and poems for the events,” she said. “The parties really added to the warm and welcoming atmosphere of the store.”
Summers emphasized how well the Masses treated their employees. “My mother, Zelda Bidnik, worked for the Mass family for 20 years and never had a bad thing to say about them. She always said they were very nice people to work for.”
Customer relationships were also a defining aspect of the store. “My mother had certain customers who would always come in and ask for her,” Summers said. “All the saleswomen had regulars, and they built relationships with the people who shopped there. That kind of service doesn’t really exist anymore.”
Closing a chapter
By the 1980s, the retail landscape in St. Louis had shifted, and the Town and Country Mall transitioned into a strip mall. After Herman Mass retired in 1984, his son-in-law, Loren Landau, purchased the store and operated it until its eventual closure.
“It was bittersweet,” Louise admitted. “But my dad was ready, and we knew it was time.”
A lasting legacy
Although the store is gone, its impact endures in the memories of the Mass family and the countless customers who cherished their experiences there.
“Jordan’s wasn’t just a place to shop—it was a reflection of my grandparents’ passion and hard work,” Brooks said. “They built something that mattered, and that will always be part of who we are.”
Today, the story of Jordan’s Apparel stands as a testament to the power of family, community, and the enduring spirit of its founders. As Louise Mass so aptly put it, “Jordan’s was more than a store—it was our legacy.”
