Silbrom Photographic Company of Upper Park Road, Hastings were owned by S&E and were involved in the production of postcards from the negatives received from the photographers. In particular, black and white, pencil sketches, colour pencil sketches (by stencil), black and white gloss, sepia matt, gravure etc.

The sheets of 3’ * 3’ were also cut by Silbrom, and vans delivered the completed Postcards to the store rooms at Queens Road. The Works Manager at one time was Mr Richardson. Vans used were green and had the Norman design in gold on the sides.

The following text is from an informal chat with an ex-employee of Silbrom given to David Dine.

“I went to work at the Silbrom Photographic Co (formerly the Southern Photographic Co.) at the end of 1952. Silbrom was short for Silver Bromide, a chemical used in the photographic process.”

“Situated at the premises of a former mineral works at 2 Upper Park Road, St Leonards, it was managed by an elderly Mr Richardson and his son Bernard but owned by Shoesmith and Etheridge who ran a very successful postcard, stationery and gift wholesalers in Queens Road, Hastings. They also had a large showroom in Stonefield Road (at the junction with Nelson Road).”

“A small part of the Upper Park Road building was let as a private residence to a family named White.

George Etheridge, a devout Methodist, was very much the boss, always impeccably dressed in suit, raincoat and trilby hat, he would visit Silbrom once or twice a week – always unannounced. He wore thick horn rimmed glasses (I think he had tunnel vision) but I doubt if he missed anything untoward going on. He never spoke to anyone other than the Richardson’s, and if he wanted anything done they would see it was done immediately. I had been there 7 or 8 years before he spoke to me and that was after Mr Richardson senior had retired and Bernard was absent. I was advised to call him “Sir” but settled on calling him Mr Etheridge.”

“His postcard range covered all of Sussex and Kent merging well with his other business which covered the same area. Sepia was the preferred option for the postcards until a Deckle Edge machine was purchased which started a Norman black & white range. Some views had always been sent away for “tinting” but when the White family moved out room was found to do it in-house.”

“In the early 50’s the photographer was Edwin Wren who had previously worked for Valentines Postcards. He left to set up his own business and was replaced by Mr Reginald Dymott from Pett.

Mr Etheridge did not like to see Pub signs in his views and although there were exceptions, like the Mermaid Inn, he had some airbrushed out by Mr Richardson senior who was an expert at this. He would change sky's and backgrounds even updating whole scenes. The postcard titles and numbers were recorded in a large book; however, over the years alterations, deletions, and new ranges of numbers had taken its toll – by 1960 it was a mess and badly needed a rewrite. All the negatives were glass half-plate. When Silbrom closed in the 1960’s they were sent to the tip.”

“In addition to the “Norman” range other cards were produced for Shoesmith & Etheridge and included some of Southern Ireland, Penang and Victoria Falls. I was told that Mr Etheridge visited Penang every few years and always took a case of Lux toilet soap as a present. I think there was a family connection with Victoria Falls.”

“Although Shoesmith & Etheridge owned Silbrom they were not the biggest customer. This was Salmons of Sevenoaks (they closed in 2019). They had some very popular views of London and other cities and would place large orders. Another customer was F Frith of Reigate who specialized in small villages mostly in Wales, West Country and Northern England. A firm called Harvey Barton was another customer. Postcards were ordered in gross or half gross. The orders would come in February to Easter ready for the holiday season. Output at this time was over 100,000 per week. Gradually it eased back but there were always repeated rush orders.”

“Silbrom closed for 2 weeks in September, re-opening to start production of Christmas cards. A very top of the range Roloprint machine was purchased capable of colour printing and producing good quality work. A small room was set aside to make the plates required.”

“I left Silbrom in August 1962 to seek pastures new. Mr Etheridge had long retired and Mr Albert (his son in law) had taken over. I felt the end of end of Silbrom was coming. Webb’s had developed machines capable of producing output in hours which would take Silbrom weeks.”

“Silbrom finally closed in the mid 1960’s. I understand Mr Etheridge left a large sum to the Methodist Church, and Shoesmith & Etheridge eventually moved to Bexhill.

Grace Dicker

Christmas 2019

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