The longest running women's clothing shop in Hawke's Bay was started by Elizabeth Horn - who bought her business from Mary Garden, who started her shop around the 1920s.
Elizabeth added an "e" on the end of her shop name to give it more flair.
A regular column on feminine matters ran in the newspaper every week during 1910, which not only gave fashion advice but also commented on life as woman at the time.
A hot topic was inequality of salaries, where a woman was doing the same job as a man - why were they not paid the same, and why wasn't the government doing something about this?
It was also noted that men were starting to prefer "athletic women", but a warning was given that changing a woman's shape may be unflattering.
Michael Fowler will be speaking on a history of Napier's Marine Parade from the 1850s to 1933 at Duart House, Havelock North, 10am, April 17, 2013.