While Jeweler's Row is largely synonymous with the 700 block of Sansom Street, it is essentially a district of its own, albeit a small one. Many jewelry shops line 8th Street and a few spill over to Sansom's 800 block.
The demolition is an architectural loss, and the proposed building's height and vaguely modern design are a jarring juxtaposition to the eclectic row we know now. But Toll Brothers is a publicly traded company, and a successful one at that. It doesn't build what the market doesn't demand, especially after the Housing Crash of 2007. Toll Brothers isn't the problem, it's a symptom of a changing mentality in city residents towards our history and heritage, change that the historic community hasn't figured out how to deal with.
Although Toll Brothers' high-rise will stand out, its impact on the district will be more cultural than architectural. 85 units will be available in the tower and it will find tenants willing to pay top dollar. Those are at least 85 Center City residents who don't quite look at Philadelphia the way many of us do, especially those of us who look at places like Jeweler's Row as points of nostalgia and adored relics of another era. To Toll Brothers' clients, Jeweler's Row is outdated. They want the address and the cache of living in the historic diamond district, but they only want the name, a name that will undoubtedly be appropriated by Toll Brothers and affixed to a building that has nothing to do the row's history.
If you stroll the blocks of Jeweler's Row, you'll notice something curious. Most of the jewelers host signs in favor of Toll Brothers and its construction. Property owners know the reality of high end apartments on their block. Real estate values and rents will go up, something property owners want on a street that is still relatively cheap for Center City. It's a harsh truism in a city on the rise, and one preservationists haven't yet grappled. Not everyone looks at Jeweler's Row and appreciates the time machine, and these are the people driving the city's transformation. These are the people who'd rather see the 700 block of Sansom house a Chipotle, Starbucks, and a few gastropubs instead of the independent jewelry shops they'll never enter. These are the people who have sanitized Northern Liberties and Kensington and tried renaming the Gayborhood and Callowhill purely out of spite for the past.
In some ways, Toll Brothers presence on Jeweler's Row is a poetically perfect metaphor for what's taking place throughout Philadelphia, and what's already happened in Washington, DC and New York City. The construction company's banal architecture and squarely status quo approach to development is exactly where new urbanites find comfort, those who'd rather drive to Whole Foods than set foot in Reading Terminal Market, those who laud Target's blitz on Center City never knowing how many corner stores have shuttered in the process.
To borrow a youthful parlance: they're basic. We've listened to seasoned New Yorkers bemoan the onslaught of corporate development for the last two decades, and yet our City Hall continues to grant any new developer carte blanche.
The ordeal on Jeweler's Row has been ongoing for a year now, and while t-shirts and Facebook pages and Instagram accounts do wonders for visibility, their chances of staving off Toll Brothers was nil. Property owners don't care for historic designations that dictate how they develop and sell their properties, which is why it's important for the historic community to get in front of redevelopment long before it's proposed.
In the last year, though, what have preservationists done to curb the next loss? What about our equally unique Fabric Row? Surely there are crops of urban pioneers who view a district so dated with the same disregard they have for Jeweler's Row. We'll likely lose Robinson's Department Store's midcentury facade as the Fashion District begins to chip away at what's left of Market East. The Art Deco interior of the 9th Street Post Office remains unprotected. The Church of the Assumption continues to deteriorate in wait for a developer with a profitable plan, and it seems not a week goes by that another church isn't lost to shoddy new construction throughout South Philadelphia, Northern Liberties, and Kensington.
Ride the El towards Allegheny and you'll see parking lots along Front Street and Kensington Avenue that have metastasized overnight.
In a city known for an architectural legacy, one miraculously in tact, the only buildings we're good at truly saving are warehouses too expensive to demolish that just so happen to make great, expensive lofts. What else the Historical Commission and the Preservation Alliance do manage to save is by pure happenstance, simply for the fact that no developer has come to the site with a wad of cash and a wrecking ball.
We lost the fight at Jeweler's Row, but we're going to lose the war if those charged with protecting our historic heritage don't begin to understand why it's under attack. We need to do more than catalog threatened properties and assume that all Philadelphians regard landmarks with the same esteem we do, because they don't. We need to begin convincing new Philadelphians that we're more than a city to be remade in their own image, but one with worthy institutions and districts already in place.
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