He intends that the customers shall pay for the gilding and painting his shop, and it is the use he really makes of it, namely, that his shop looking like something eminent, he may sell dearer than his neighbours: who, and what kind of fools can so be drawn in, it is easy to describe, but satire is none of our business here.
On the contrary, the customers, who are the substantial dependence of a tradesman's shop, are such as are gained and preserved by good usage, good pennyworths, good wares, and good choice; and a shop that has the reputation of these four, like good wine that needs no bush, needs no painting and gilding, no carved works and ornaments;[31] it requires only a diligent master and a faithful servant, and it will never want a trade.
FOOTNOTES: [29] [In another place, the author recommends a light stock, as showing a nimble trade.

There can be little doubt that he is more reasonable here.

A considerable abundance of goods is certainly an attraction to a shop.

No doubt, a tradesman with little capital would only be incurring certain ruin having a larger stock than he could readily pay for.

He must needs keep a small stock, if he would have a chance at all of doing well in the world.