WHITE WAY GENERAL STORE CELEBRATES 60 YEARS

W.C. and Caroline S. Cole braved some elements when they opened the White Way General Store in Marble Hill in 1933.

Businesses were failing, people were losing their jobs, farmers were losing their farms, and banks were closing. The Great Depression had hit the United States.

On Main Street in Marble Hill, the Coles opened the doors of the White Way General Store. Groceries, shoes and men's work clothing were the big items among a line of general merchandise.

The general store survived the Depression, expanding into a large, 100-by-50-foot building a block away from the original frame structure on Union. This month the business is observing its 60th anniversary.

The store continued to expand when the Cole daughters became its owners.

Flossie C. Hartle and Iva C. Lutes added sewing fabrics, women's shoes and additional men's footwear and clothing. Meanwhile, the husbands of the two sisters Linus Hartle and Charles Lutes opened a hardware store adjoining the general store.

The hardware business was later sold, but the old general store continues to offer merchandise. An antique store now occupies the old hardware store space.

The store is now under the ownership of James M. Hartle, son of Linus and Flossie C. Hartle. James Hartle assumed operations in March 1980.

"The White Way Store is the second-oldest retail operation in continuous operation in the Marble Hill area," said Hartle. "Chandler's Drug Store is the oldest retail outlet in Marble Hill."

Hartle said the store continues to provide a line of groceries, fabrics, and some clothing.

"We're observing our 60th anniversary this weekend," said Hartle. "We're having special sales, and will culminate the celebration at 4 p.m. Monday when we draw for three winners of gift certificates."

Among the store's specialty items today are T-shirts and sweatshirts that can be customized by a hot-iron transfer machine, and the more traditional bib overalls.

"People from a wide area come here to buy the striped or solid-blue bib overalls," said Regina Smith, an employee. Other popular items, said Smith, are sports jackets, especially those featuring the St. Louis baseball Cardinals and Chicago football Bears.

The White Way store is open six days a week, Mondays through Fridays from 8 a.m. to 5:30 p.m.