In 1909, Millard of Broadway in Troy boasted of perfect $2.00 shoemaking:
“My $2.00 ‘Helen’ Shoes for women are perfection in $2.00 shoemaking. The new styles in both ‘Helen’ boots and oxfords now on my shelves are as near to the most stylish $3.50 shoe models as ingenuity and skill can make them. The button boots, for instance, have that low, rakish, mannish top pattern that you usually have to pay $3.50 for. Every little detail in ‘Helen’ shoemaking is correct and in accord with new ideas. That is why so many women wear ‘Helen’ shoes.”
Millard was Almon Millard, who served as a city alderman who was involved in the argument over who should pay for lighting up downtown Troy.