On a cold February morning, Jelmoli, Switzerland’s oldest department store, prepares to close its doors for the last time. Shoppers rush in, hoping to score final treasures as shelves stand nearly empty. The store’s rich history, marked by innovative displays and a commitment to women’s empowerment, faces a poignant end after nearly 190 years. This farewell encapsulates a legacy of retail evolution, social challenges, and cultural significance in Zurich, resonating deeply with its community.
On a chilly Friday morning at 9:58 AM, an employee swings open the glass doors of the iconic Jelmoli shopping palace for the final time. A wave of eager window shoppers and deal-seekers floods in, all hoping to find a treasure or a lasting memento. In just a few hours, this historic department store, the oldest in Switzerland, will close its doors for good.
Some patrons come equipped with blue Ikea bags draped over their shoulders and rolling suitcases in tow, while others are caught off guard. Two women pause before a small stone side table, one exclaims, “It’s a bit heavy to carry home,” as she traces her fingers over the damaged tabletop.
Last Day of Jelmoli: A Farewell to an Era
On this last day of February 2025, Jelmoli’s shelves are nearly bare. Only five mannequins, a solitary sofa, and a handful of clothing racks remain. A note clings to a shelf announcing, “Decorative snow 5 francs per bag,” but the shelf itself is empty.
A woman in a pink jacket snatches up a pink knitted sweater, while another woman in a rust-colored coat opts for a matching lace bra. Two fewer items left the store.
In the basement food department, the coolers hum with emptiness, and the aroma of fresh bread fills the air. Shoppers jostle at the cheese counter, eager to snag Bäretswiler Bergraclette and Schnebel goat cheese at half price. A sign reminds everyone that as of January 3, 2024, payments are only accepted by card or via Twint.
Some items, including the orange juice press, have already been sold. Several shelves have also found new homes, belonging to Tim, Claudio, and a woman named Bossi, as indicated on the labels.
A customer requests to reserve a sea bass at the fish counter until 7 PM, but the seller shakes his head—it’s first come, first served.
Outside, the clock on the facade reads 12:02, although it is far from noon. The time for Jelmoli has officially run out. On this historic Friday, a legacy spanning over 190 years comes to a close. The story of Jelmoli encompasses more than just retail; it embodies a spirit of innovation, emancipation, and social challenges.
Memorable Moments from the Jelmoli Legacy
1. Eye-Catching Shop Windows Spark Debate
The illuminated shop windows of Jelmoli, especially at night, resemble vibrant peep shows that reflect contemporary culture. They capture attention not only in Switzerland but also beyond, designed to ignite curiosity and stimulate sales. Yet these displays serve a deeper purpose: “The viewer is not merely looking for a product, but rather an expression of a modern lifestyle. Thus, shop windows can be avant-garde,” states the 1959 anniversary book from the Jelmoli archive. Furthermore, it notes, “The shop window should whisper to the viewer: ‘Say yes to life.'” But customers must come prepared with cash in hand.
Since the 1920s, these windows have been artistically crafted. Each holiday season, the entire city of Zurich gathers to admire the festive displays. By the 1950s, Jelmoli boasts 50 shop windows, with merchandise rotated every three weeks, thanks to a dedicated team of 40 staff members, including carpenters and poster artists.
These decorators draw inspiration from literature and film as well. For Hermann Hesse’s 50th birthday in 1927, the chief decorator showcases original manuscripts, prominently featuring a fountain pen dubbed the “Wonder Pen” for 1.75 francs, a nod to Jackie Coogan, the first child star in film history.
However, not all displays are met with approval. In 1959, a woman from Adliswil penned a letter to management expressing her outrage at a bathing season display, deeming it “indecent” and “disgusting.” She questioned whether the management understood their responsibility for the “bad influence” such displays could have on the public, particularly regarding women’s honor.
The management responded with calm assurance, explaining that the figures in the windows were caricatures, far removed from reality, and expressed their willingness to receive feedback to better align with public sentiment.
2. The Roots of a Success Story
The journey of Jelmoli began with Giovanni Pietro Guglielmoli, who sold silk fabrics at the Zurich market. Born in 1794 in Toceno, Piedmont, he established himself in Zurich in 1833, rebranding himself as Johann Peter Jelmoli. He pioneered a “trading house for fashion goods” at Schipfe and introduced a system of “fixed prices,” eliminating the need for haggling and laying the groundwork for mail-order business. He passed away in 1860.
His son, Franz Anton Jelmoli, a Zurich citizen, acquired silk houses on Sihlstrasse and constructed the renowned glass palace. In 1899, he inaugurated one of Switzerland’s first department stores, the Grands Magasins Jelmoli. After stepping back from management in 1919, he sold shares to Jewish immigrant families, including “W. Wolf & Sons” and Sigmund Jacob.
Despite the absence of the Jelmoli name in the store by the mid-20th century, the legacy of Giovanni Pietro Guglielmoli remains immortalized through the notable letters that are now a historic monument.
3. A Haven for Women
From its inception, Jelmoli quickly transformed into a sanctuary for Zurich women, thanks to Franz Anton Jelmoli’s vision. His experiences in Paris, particularly at the famed Grands Magasins du Louvre and Le Bon Marché, influenced his approach.
The department store provided numerous job opportunities for young women, granting them financial independence in a semi-public space where they could freely pursue their desires. Mothers would leave their children in a designated children’s paradise and retreat to the “refreshment room” for tea, phone calls, or to enjoy fashion shows—all without jeopardizing their reputations. Jelmoli became a stepping stone for women’s emancipation.
4. A Jewish Director’s Departure Amidst Anti-Semitism
The Jewish director Sigmund Jacob made significant strides with innovative window displays and grand expansions in 1932 and 1938. However, the rise of anti-Semitism forced him out of the company in 1940, marking a challenging chapter in Jelmoli’s storied history.