Chicorée Extra
A La Belle Jardiniére C. Beriot A Lille
The Medal of Tonkin
La Médaille Du Tonkin
(Sino-French War)
東京遠征(中法戰爭)紀念章

Chicorée Extra
A La Belle Jardiniére C. Beriot A Lille
The Order of the Dragon of Annam
大南龍星

Item number: C7, C25

Year: AD 1900-1910

Size: 72 x 104, 72 x 104 mm

Provenance: Private Collector, France, 2022

This series encompasses a collection of trade cards introduced by the esteemed La Belle Jardiniére department store. The obverse side of these cards prominently showcases the medal and depicts pertinent historical scenes, while the reverse side succinctly outlines the medal’s historical context. La Belle Jardiniére, a French department store whose name translates to ‘Beautiful Garden Owner,’ also references Raphael’s AD 1507 masterpiece. Established in Paris in AD 1824, Belle Jardiniére became the city’s first department store to amalgamate sales areas and clothing workshops, offering ready-made clothing to low-income customers.

The production of this specific series of trade cards was undertaken by the Belle Jardiniére branch situated in the northern French city of Lille, an establishment tragically demolished during the tumultuous period of the First World War.

The focal promotional product for this series of trade cards is chicory powder. Chicory, widely cultivated in Europe, once subjected to roasting and grinding, the powder served as a viable alternative to coffee. The economic downturn experienced in 19th-century Europe resulted in the unaffordability of coffee, prompting individuals to blend chicory with coffee to reduce costs. Subsequently, its commercial production expanded gradually. By the advent of the early 20th century, beverages crafted from roasted and ground chicory roots emerged as the predominant substitute for coffee among consumers.

物件編號: C7, C25

年代: 公元 1900-1910 年

尺寸: 72 x 104, 72 x 104 mm

來源: 法國私人收藏 2022

此系列為 La Belle Jardiniére百貨公司推出的貿易卡，正面為該卡的主題獎章，並繪有相關戰事的歷史景象，背面則簡單講述了該獎章頒布的歷史背景。 

La Belle Jardiniére是法國的百貨公司，其法文意為「美麗的花園主人」，也是拉斐爾公元1507年一幅著作的名稱。 Belle Jardiniére 在公元1824年於巴黎成立，它是巴黎第一家將銷售區和服裝工坊集中在一起的百貨公司，得以向低收入顧客提供成衣服裝。印製此系列貿易卡的是位於法國北部的城市—里爾的 Belle Jardiniére，該百貨公司在第一次世界大戰期間被摧毀。 

此系列貿易卡的宣傳商品是菊苣根粉，菊苣在歐洲被廣泛種植，人們將其根部烘焙、磨碎，作為咖啡的替代品。由於19世紀歐洲的經濟情況不佳，咖啡變得昂貴、難以負擔，於是人們開始將菊苣與咖啡混合以節省成本，而後其商業生產逐漸擴大，到20世紀初，使用經烘焙與磨製的菊苣根泡製的飲品成為人們主要的咖啡替代品。

更多資料請參考:

https://auctions.posterauctions.com/lots/view/1-1EQQDK/c-beriot-belle-jardinire

https://numistoria.com/en/paris-75/13141-belle-jardiniere.html

https://www.musee-orsay.fr/en/artworks/etablissement-de-la-belle-jardiniere-magasin-ancien-coupe-sur-la-rue-des-marmousets-148858