FOREVER GIMBELS!

February 8, 1956

Gimbel Brothers was founded by Adam Gimbel opened in 1887 and went out of business in 1987.  It’s New York City store opened in 1910. 

Their flagship store in Herald Square held a long-standing rivalry with neighbor Macy’s. Gimbels NYC store had three basement levels where customers could find deep discounts thereby creating the first ‘bargain basement.’ The term has since entered popular culture. Gimbles was mentioned several times on “I Love Lucy”. 

When “Lucy and Ethel Buy The Same Dress” (ILL S3;E3) in 1953, Ethel says she got her dress at Macy’s, while Lucy got hers at Gimbels.

In “The Fashion Show” (ILL S4;E19) in 1955, Ethel states that she’s more comfortable in Gimbels basement than at Don Loper’s salon.

The store was also mentioned when Lucy and Desi guest-starred on “The Danny Thomas Show” in 1959.

Ricky Ricardo: “Do you know what Lucy could buy at Macy’s alone?”
Danny Williams: “What?”
Ricky Ricardo: “Gimbels!”

Forever, Darling premiered in Lucille Ball’s hometown of Jamestown, New York, the previous evening, February 7, 1957. They then head directly to New York City to appear at Gimbels and to do promotion on television programs.  

The film starred James Mason and opened wide at cinemas across the country on February 8, 1956.  

The evening of Wednesday, February 8, 1956, Lucy and Desi appeared on “MGM Parade” at 7:30pm…

…and “I’ve Got A Secret” at 8:30pm.