Copyright © 2019 by Wendy Waszut-Barrett
It seems an appropriate time to explore the history of the scenic artist who some consider the inventor of the diamond dye process for scenery. Now is a good opportunity to unwrap Jesse Cox’s purported contribution to theatre history and his scenic art process.
In 1983, Mrs. Neil Schaffner, curator of the Museum of Repertoire Americana in Mt. Pleasant, Iowa, wrote a letter to Dr. John Rothgeb at the University of Texas. In his request for information about the scenic artist Jesse Cox, she wrote the following:
“In answer will say, am happy to furnish some information Re – Jesse Cox, Scenic Artist, some say the ‘Inventor f a Diamond Dye Process for painting Stage Scenery,’ head of the Jesse Cox Scenic Studio in Estherville, beginning in the 1890s. This museum is proud of the donation of Jesse Cox’s Paint Bench, bowls, etc. used in the diamond dye process, plus framed paintings, which he then transferred to the canvas drops as well as much documentary materials. A most unique display. The above was donated by his son, Robert Cox, of Estherville.”
On my way to USITT in St. Louis, I made a point of stopping by the Theatre Museum of Repertoire Americana in Mt. Pleasant, Iowa. The unique display of Cox’s paint table, dry pigment, dyes, glue warmer and painting tools is certainly worth the trip. The docent who led my private tour during their off season, was a wealth of information about tent shows, but really did not understand Cox’s artifacts or the scenic art painting process. The big talking point, however, was that Cox invented dye painting on scenery.
I was intrigued that someone would “invent” a scenic art process so late in the game (turn of the twentieth century), so decided to do a little research. Lets start out with Diamond Dyes.
Diamond Dye, part of Wells, Richardson & Co. of Burlington, Vt., boasted a national presence by the 1880s. In 1885, a chromolithograph advertisement promised that Diamond Dyes “have no equal” and were the simplest, strongest and fastest; “a child could use them.” Wells, Richardson & Co distributed sample cards and “full directions for dyeing all kinds of goods, color photographs, &c., and making inks, wood stains, bluing &c., &c., sent free by the proprietor.” That this dye product would not be considered for theatrical scenery during this same time is unrealistic.
So what makes a product indispensable, especially one that expresses such versatility? Availability. In 1915, The Practical Druggist included the article reported, “Diamond Dyes are unquestionably staple goods for druggists” in the article “The Druggists Look Forward to the Publication of a new ‘Diamond Dye Annual and Direction Book.’”
The article continues:
“For more than thirty-five years no drug store could claim a complete stock unless it carries a full supply of Diamond Dyes. These famous household necessities hold certain year-in-and-year-out profits for retail druggists. Each year the makers of Diamond Dyes, Wells & Richardson Company of Burlington, Vt. publish a book – ‘The Diamond Dye Annual and Direction Book.’ ‘The Diamond Dye Annual and Direction Book’ is handsomely printed on a good grade of paper; illustrations are by competent artists, and the book is written by a corps of experts on the subject of dyeing. Probably one of the most valuable features of ‘The Diamond Dye Annual’ is the testimony of a great many women who have used Diamond Dyes with complete success every year. Some clever women discover new uses to which Diamond Dyes may be put. The makers of Diamond Dyes quickly seize upon these suggestions and spread the news to women throughout the country. This they do by using big advertising space in magazines, newspapers and through ‘The Diamond Dye Annual and Direction Book.’”
Any enterprising scenic artist who discovered an affordable alternative to dry pigment, such as Diamond Dyes, would be an immediate benefit to both the company and himself. This new use accentuated the versatility of Wells, Richardson & Company’s signature product.
The article concludes with, “The success of the Wells & Richardson Company, which began in a very small way and grew to mammoth proportions through steady, consistent, heavy advertising, holds a lesson for every retail druggist in the country. No better object lesson of the truth of the saying, ‘It pays to advertise,” could be found that the phenomenal sale of Diamond Dyes.’ The general manager of the Wells & Richardson Company, Mr. George M. Besett, recently said in an interview: ‘We are making and selling a household necessity. There is no woman in the country – no matter how large her bank account – who can afford to discard clothes merely because their color has gone out of fashion or because they no longer please her.’
I think of the many high school theatre students that are provided latex paint – because it is readily available from lumber stores and perceived as cheaper (no exorbitant shipping fees). Similarly, at the turn of the twentieth century, Diamond Dyes were readily available at local drug stores because they were manufactured for a different purpose, like latex paint for residential uses. Just as there is a distinct difference between backdrops created with residential latex paint and those created with dry pigment or scenic paint, so was there a different between drops created with created with dye and those created with scenic paint. Then, just as now, the majority of the audience members could not tell the difference.
The color palette of dyes is remarkably similar to the dry pigment palette, or any fine art palette.
Regardless of whether Cox was the first scenic artist to use Diamond Dye for a theatrical scenery or whether he just popularized it, the process was ideal for touring vaudeville acts and tent shows. Unless the production was dependent on scenic illusion, the Diamond Dye process to paint scenery was brilliant. Again, the dye product was readily available in many small towns and the process facilitated the easier transportation of lightweight scenery.
Tomorrow I will look at the individual credited with creating the Diamond Dye process for scenery – Jesse Cox.
To be continued…
