Restoring an Old Rocker

QUESTION:  This rocking chair was left at our house by one of the previous residents. We live in a very old home (built around 1910) which makes me think the chair might be old too. Can you tell me it’s age?

ANSWER: Your chair probably dates to sometime in the early 20th century. I'm sorry I can't be more exact. It looks like it had been painted and someone tried to strip off the paint. They probably found it too much of a job, so they just abandoned it.

You’ve probably heard on the Antiques Roadshow that refinishing antique furniture can diminish its value. But in a case like yours, it can only improve it.

Before you do anything, take time to inspect your chair for any identifying labels or marks that may help you research its origin. Check the overall condition of the wood. If a piece looks to be valuable, leave it alone, or have a professional do the work. In this case, you can do the work yourself.

I would suggest fixing the chair. The part that seems to be apart on the left side of the seat can probably be pressed down and reglued. Use a generous amount of Elmer's wood glue and several C clamps. Let it set for several days.

Wash the chair using a sponge with a scrubby side and a mixture of anti-grease dishwashing detergent and water. You can use this on your chair because it’s been fairly stripped down, but you wouldn’t use the scrubby sponge on a piece with a varnished or painted surface, no matter how bad it looks. Don’t get the chair too wet. Do one part at a time and wipe immediately.

After the chair dries, you'll want to sand it---first with a 150-grit sandpaper wrapped around a block of wood or one of those sanding blocks. Follow this with a finer grade.

Finally, you'll want to select a good paint. Although Home Depot has some great
one-coat paints, in this instance you probably should use an undercoat and a final coat. The wood is dry and has been through a lot, so you'll want to seal it. Frankly, you can paint it whatever color you like. If you can see the color of the old paint, you could use that as a guide. Choose a semi-gloss finish. And give the seat at least two coats.

Even if a piece isn’t a rare antique, it’s best to take the path of least resistance. Sometimes, all a piece will need is a good cleaning. Murphy’s Oil Soap will do a good job while giving the wood back some of its much-needed oil.

The joints of older pieces of furniture tend to dry out over time. This causes them to loosen. Using a little wood glue and a special glue applicator syringe, it’s possible to leave the piece intact while re-gluing them. You’ll also need some C clamps and perhaps one of those fabric clamps to hold everything in place while the glue sets.

If you have a piece of furniture with parts missing, you can try to replace them. However, this may take more woodworking skills than you possess. The best advice is not to try gerry-rigging a part if you can’t find a replacement and just leave the piece as is. Finer pieces may indeed be worth the cost of professional restoration.

If you can fix up this old rocking chair, it will make a fine addition to your porch and give you pleasure for years to come.

To read more articles on antiques, please visit the Antiques Article section of my site.  And to stay up to the minute on antiques and collectibles, please join the other 18,000 readers by following my free online magazine, #TheAntiquesAlmanac. Learn more about the Victorians in the Winter 2018 Edition, "All Things Victorian," online now.  

Whatever Happened to Elsie the Cow?

QUESTION: When I was a kid, I remember seeing Elsie the Cow all over the place. She appeared on all Borden dairy products, billboards, and magazine ads. I even had some Elsie toys. Whatever happened to Elsie the Cow?

ANSWER: Elsie the Cow was the hottest advertising personality in the country in the 1940s and 1950s. Borden Company produced thousands of items bearing her likeness to promote its products.

In 1852, Gail Borden, Jr. received a patent for his condensed milk process, and in 1857 he founded the Gail Borden Jr. and Company. He reorganized his company in 1858 as the New York Condensed Milk Company, which ultimately became the Borden Co.

During the early 1860s, Borden sold his condensed, sugar sweetened milk from push carts on the streets of New York. His product was always pure and safe, and in 1864 when Louis Pasteur showed the world a real live germ, Gail Borden finally learned exactly why his heat process was so successful. The demand for Borden’s condensed milk grew during the Civil War and his business boomed. Though Borden died in 1874 at the age of 72, he lives on as the "father of the modern dairy industry."
   
During the 1920s and 1930s the commercial dairy business was growing. Borden's bought hundreds of area dairies, out marketing, underselling, and forcing them to sell their milk direct to the large processors at smaller profits. The public sided with the struggling farmers.

In 1936, Borden's, to create a more wholesome public image, placed a new kind of advertising in some medical journals to attract the attention of pediatricians. These ads featured several cartoon cows, one of which was named Elsie. The ads promoted Borden's high standards of quality.

In 1938 a radio copywriter intrigued by the magazine ads wrote a sample Elsie commercial and gave it to a network news commentator whose show Borden  sponsored. He read it over the air and his listeners loved it. Fan mail began arriving addressed to Elsie the Borden Cow.

Borden prepared national magazine ads and local dairies put Elsie's picture on their bottle caps.

Borden reacted quickly by choosing the most attractive of the 150 cows---a Jersey from Massachusetts whose name the company changed from You'll Do Lobelia to Elsie.

The public's response to Elsie was unprecedented. A survey done in the late 1940s showed that Elsie was a more known and recognized figure than the president of the United States.

After being a featured attraction at the New York World’s Fair in 1939 and 1940, and starring in a movie. Elsie became a highly recognizable personality. Borden began to show her wearing the popular ruffled shoulder apron and in 1941 she stood up and became an American housewife.
       
All through the 1940s Elsie collectible advertising items and toys were hot. At one point, Borden's had over 100 licensed vendors producing everything from puzzles and games to handkerchiefs and lamps. Everyone loved Elsie.

The 1950s also brought the creation of the "Good Food Line" train which featured Elsie’s entire family, her husband, Elmer, and her two children, Beulah and Baby Beauregard, promoting Borden’s milk, ice cream, and cheese. In 1958 Borden's commissioned Ringling Brothers to build a parade model of the famous train. It had a special car for the live Elsie to ride on and was used in thousands of parades until the early 1990s. After that, Elsie had faded into history. She spent her last days on a farm in Texas.