Rich's in downtown Atlanta became a historical landmark. It was first known as M. Rich Dry Goods Store and was built in 1867 at 36 Whitehall Street. Three brothers owned the store, Morris Rich, Emanuel Rich and Daniel Rich.
In 1872 the store was moved to the corner with Hunter Street and later in 1881 to 54-56 Whitehall Street. The vastly high ceilings, crystal chandeliers and an upward ride up steep escalators to other floors gave one the feeling of eloquence while glancing down the well of the store's interior. A popular pastime during the Christmas was to take children to Rich's to ride in the Pink Pig, a contraption which ran on a track near the ceiling of the store. Also, Rich's featured the "Great Christmas Tree" which was lit at Thanksgiving evening and attended by large crowds as a spectacular event.
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