Jake Gold's Old Curiosity Shop
| Company type | Private |
|---|---|
| Industry | Retail (Native American curios) |
| Founded | January 1, 1880 |
| Founder | Isac Jacob "Jake" Gold |
| Defunct | 1905 |
| Headquarters | Santa Fe , United States |
| Products | Native American curios, antiques, souvenirs |
Jake Gold's Old Curiosity Shop—also known as Gold's Free Museum—holds the distinction of being Santa Fe, New Mexico's inaugural business specializing in Native American curios[1]. Operating from approximately 1880 until 1905, it is sometimes claimed to have been founded as early as 1862Cite error: The opening <ref> tag is malformed or has a bad name; however, this date more accurately corresponds to when Jake arrived in Santa Fe to assist his father[2]. The establishment was housed in a historic adobe structure on San Francisco Street, notable for its wooden burros displayed outside and around the adjacent Burro Alley. This distinctive setting made the shop a popular subject for photographers during the late 1800s.
Origins
The figure behind the shop, Jake Gold, was actually Isac Jacob Gold (1851–1905), son of Louis Gold, a Polish merchant who was active in Santa Fe from the 1850s through the 1880s. Louis was joined by his sons Adrian (1845–1884) in 1855, Abe in 1859, and Jake himself in 1862[2]; prior to this, all three brothers had resided in New York with their mother. The earliest advertisement referencing the business appeared on February 27 in the Daily New Mexican under the name "Gold's Provision House." At that time, the store sold groceries and provisions but also promoted itself as "the only place in town where rare specimens of indian pottery, ancient and modern" could be found.
Jake Gold obtained his initial business license in August 1876, registering as a viandante—a term that could denote either a peddler or itinerant merchant[3]. By May 1881, he had leased six rooms opposite Aaron's store and by 1883 had taken over Aaron’s establishment, resulting in rapid expansion of his business.
The shop during the 1890s
The interior of Jake Gold’s shop was intentionally cluttered and thickly dusted to evoke an atmosphere of antiquity that captivated tourists. An adept marketer, Gold portrayed himself on souvenir portrait cards as a rugged frontiersman sporting a moustache, a fringed leather jacket, and a muzzle-loading pistol tucked into a braided sash belt. Known for his engaging storytelling, he once remarked, "The tourists want to hear tales, and I am here to administer the same." A 1894 account describes visitors being welcomed by a parrot that greeted them with "Good morning, my dog" in Spanish[4]. Despite its early success, Jake Gold’s curio store and its pioneering mail-order catalogs declined as he faced increasing legal challenges and deteriorating health. In 1899 he lost ownership of the shop and was incarcerated at the state penitentiary. During his imprisonment, his associate Jesus Sito Candelario managed the business; afterward, Gold briefly worked for Candelario before their partnership ended within a year. Gold passed away shortly thereafter[4]. Photographs purportedly taken after 1905 suggest that the shop may have continued operating following Gold’s death. Many items once sold at the store are now housed in museums worldwide. As recently as 2010, a yellow building featuring a carreta on its roof remained just a few doors down on the same side of San Francisco Street[1].
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Jake Gold's Old Curiosity Shop, 1897. -
Jake Gold and unidentified Pueblo woman with child, ca. 1885–1890. -
Gold's Free Museum in 1890
