Mouret's unique passion was to conquer woman. He wished her to be queen in his house, and had built this temple that he might there hold her completely at his mercy. His sole aim was to intoxicate her with gallant attentions, traffic on her desires, profit by her fever. Night and day he racked his brain to invent fresh attractions. He had already introduced two velvet-padded lifts, in order to spare delicate ladies the trouble of climbing the stairs to the upper floors. Then, too, he had just opened a bar where the customers could find gratuitous light refreshments, syrups and biscuits, and a reading-room, a monumental gallery decorated with excessive luxury, in which he had even ventured on an exhibition of pictures. But his deepest scheme was to conquer the mother through her child, when unable to do so through her own coquetry; and to attain this object there was no means that he neglected. He speculated on every sentiment, created special departments for little boys and girls, and waylaid the passing mothers with distributions of chromo-lithographs and air-balls for the children. There was real genius in his idea of presenting each buyer with a red air-ball made of fine gutta-percha and bearing in large letters the name of the establishment. Held by a string it floated in the air and sailed along every street like a living advertisement. But the greatest power of all was the advertising. Mouret now spent three hundred thousand francs a year in catalogues, advertisements, and bills.[1] For his summer sale he had launched forth two hundred thousand catalogues, fifty thousand of which went abroad, translated into every language. He now had them illustrated with engravings, and embellished with samples, gummed to the leaves. There was an overflowing display; the name of The Ladies' Paradise met the eye all over the world, it invaded the walls and hoardings, the newspapers, and even the curtains of the theatres. He claimed that woman was powerless against advertising, that she was bound to be attracted by uproar. Analyzing her moreover like a great moralist he laid still more enticing traps for her. Thus he had discovered that she could not resist a bargain, that she bought without necessity whenever she thought she saw a thing cheap, and on this observation he based his system of reductions, progressively lowering the price of unsold articles, and preferring to sell them at a loss rather than keep them by him, given his principle of constantly renewing his goods. And he had penetrated still further into the heart of woman, and had just planned the system of "returns", a masterpiece of Jesuitical seduction. "Take whatever you like, madame; you can return it if you find you don't like it." And the woman who hesitated, herein found a last excuse, the possibility of repairing an act of folly were it deemed too extravagant: she took the article with an easy conscience. And now the returns and reduction of prices system formed part of the everyday