The Golden Rule Department Store

Just like many big cities of the late 19th and early 20th centuries, Minneapolis and Saint Paul have a rich history of department store royalty. From the well known Dayton’s and Donaldson’s, whose names were known well-beyond Minnesota, to smaller, yet highly loved favorites like Powers and The Golden Rule.

The Golden Rule traces its roots back to 1886, when brothers William and Joseph Elsigner, along with friend and business partner Jacob Dittenhofer, established The Golden Rule at 7th & Minnesota. In 1891, they moved into a new location at what is now 85 7th Place E. In its early days at this new location, it became known as the Santa Claus Store, due in part to the large figure at the entrance whose appearance was very similar to that of the big man in red himself. Plus, the enormous selection of toys offered at the store.

The store grew in popularity fast, and between 1901-1914, there were several additions made. The first in 1901, the second in 1910, and finally, the third in 1914. The original building, which was just three floors, was remade into a 6 story structure, in the Classical Revival style.

By 1928, the Golden Rule was caught up in the conglomeration of department stores that started in the early 1920s. It was this year that the Golden Rule was acquired by Hahn’s Department Stores, parent company of Donaldson’s (headquartered in neighboring Minneapolis) Hahn’s was reorganized into Allied Department Stores in 1934; eventually merging with Federated Department stores in 1988, later becoming Macy’s, Inc.

The Golden Rule name was retained through 1961, when it was acquired by Donaldson’s and changed to Donaldson’s Golden Rule. In 1970, the Golden Rule name was dropped altogether, becoming simply “Donaldson’s”. In 1980, Donaldson’s left the Golden Rule Building and reopened their downtown Saint Paul store in the new Town Square Mall.

The Golden Rule Building remains to this day. When Donaldson’s moved out, and into the Town Square, the building was renovated into a multi-office space building in 1983, and restored to its original exterior look.