Ink-Slinger Profiles by Alex Jay: Jay V. Jay, Part 3: Jeannette Kiekintveld

“Modish Mitzi,” the clever fashion strip ... is the work of three New York girls—two fashion writers and an artist. They are Laura Johnson, who is the artist; and Virginia Vincent and Jeannette Kiekintveld who divide the task of gathering information, working out ideas and writing the stories. “Jay V. Jay” is their triple signature. 

Jeannette Maud Kiekintveld was born on July 3, 1895, in Holland, Michigan. Her parents were  Henry William Kiekintveld and Maude Powers. Kiekintveld was baptized on December 8, 1895 at the Hope Church in Holland.

The 1900 United States Census recorded Kiekintveld, her parents and younger brother, Chester, at 11 West 14th Street in Holland. Her father was a bookstore merchant.

According to the 1910 census, Kiekintveld’s father was a widower. She, her father and younger sister, Gertrude, resided in Lansing, Michigan at 109 Jones Street. 

Kiekintveld attended the University of Michigan. In 1917 and 1918, Kiekintveld was mentioned in The Michigan Alumnus, April 1917, and contributed to The Gargoyle, October 1917; The Inlander, November 1917 and February 1918. 

Kiekintveld graduated in 1918. 

“Jeanette Kiekintwelt” [sic], 

1918 Michiganensian yearbook

The 1920 census counted Kiekintveld in Detroit, Michigan at 164 Charlotte Avenue. She was an advertising writer at a department store. 

Kiekintveld’s translations were published in Poet Lore, Autumn 1920.

The Michigan Chimes, January 1921, published Kiekintveld’s article, “Advertising—A Field for Women”. 

The Michigan Alumnus, January 12, 1922, said

Jeannette Kiekintveld, ’18, has left the Advertising office of the J. L. Hudson Co., of Detroit, and is Advertising Manager for the D. J. Healy Shops of Detroit. 

The University of Michigan Catalogue of Graduates, Non-Graduates, Officers, and Members of the Faculties, 1837–1921 (1923) had an entry for Kiekintveld.

College of Literature, Science and the Arts 1918 Graduates

Jeannette Maud Kiekintveld, A.B. Advertising writer and newspaper writer. In Publicity Dept., McCall Co. 236 W. 37th St., New York, N.Y.

American Newspaper Comics (2012) said Modish Mitzi began on November 19, 1923 from the George Matthew Adams Service. Writers Kiekintveld and Virginia Vincent, and artist Laura Johnson were profiled in many newspapers including the Paris Morning News (Texas), March 2, 1924, and the Oakland Tribune (California), August 13, 1926. The trio were included in their syndicate’s advertisement published in Editor & Publisher, August 25, 1928. 

Muskogee Daily Phoenix (OK) 10/23/1923

Muskogee Daily Phoenix (OK) 10/26/1923

In the 1925 New York State Census, Kiekintveld lived in Manhattan at 141 East 44th Street. She worked in advertising. 

The Michigan Alumnus, January 9, 1926, said 

Jeannette Kiekintveld, ’18, is living at 141 West [sic] 44th Street, New York City. She is well known as one of the three creators of “Modish Mitzi,” a newspaper fashion strip.

Kiekintveldt was aboard the steamship Transylvania when it arrived in New York on August 16, 1926. The ship had departed Glasgow, Scotland. 

On July 21, 1927, “Kiekintveldt” and Leo Moser obtained, in Manhattan, marriage license number 20260. They married on July 30, 1927. Both of them resided at 15 West 9th Street where Virginia Vincent, a witness, had lived. 

Kiekintveld has not yet been found in the 1930 census. 

Kiekintveld was mentioned in the column “Lights of New York” as seen in the Evening Recorder (Amsterdam, New York), February 17, 1937.

... Jeannette Moser, who used to be a newspaper woman once herself ... But who is now advertising director of one of Fifth Avenue’s largest stores ...

The Evening Star (Washington DC), March 24, 1937, published the column “Answers to Questions” which said

Q. Please name some women who are prominent in the advertising business.—E.R.M.

A. Such a list would include Katherine Fisher, director of Good Housekeeping Institute; Mary Lewis of Best & Company; Bernice Fitzgibbon, Wanamaker’s; Margaret Fishback, R. H. Macy; Hildegarde Dolson, Franklin Simon; Jeanette Moser, Stern’s; Pegeen Fitzgerald, McCreery; Mary Moore, Namm’s; Wilma Libman, Gimbel’s, and Virginia Shook, Lord & Taylor.

Kiekintveld’s address in the 1940 census was 353 East 53rd Street in Manhattan. She was a manager who earned $5,000 in 1939.

On April 27, 1942, Kiekintveld’s husband signed his World War II draft card. He lived in Philadelphia, Pennsylvania at 5861 Willows Avenue. She  was in New York City at 156 East 55th Street.

The New York Evening Post, January 10, 1945 said

Mrs. Moser Gets New Post

Mrs. Jeanette Moser, advertising manager of Bloomingdale’s for the last six years, has been appointed sales-promotion director of the store, effective Feb. 1. It was announced today by James S. Schoff, president. She will assume her new duties when Ira Hirschmann, a vice president, transfers his activities to the radio and television operations of Federated Department Stores, Inc.

The New York Sun, January 10, 1945 said 

Mrs. Jeannette Moser, advertising manager of Bloomingdale’s for the last six years, has been appointed to the newly created post of sales promotion director. She will assume her new duties on February 1, when Ira Hirschman, a vice-president, transfers his activities to FM radio and television for Federated Department Stores, Inc.

An article about advertising and department stores, in the Daily Sentinel (Rome, New York), September 5, 1947, said

... Bloomingdale’s sales promotion director, gray-eyed Mrs. Jeanette Moser, is known as “a diplomat, a good listener, a wonderful person to carry your troubles to.” Co-workers say the day she took her present job, she propped her officer door open and has not closed it since, except during crises. Mrs. Moeser [sic] is a former Detroit reporter who turned to department store advertising. …

The Evening Leader, (Corning, New York), October 10, 1947, published Alice Hughes’ column “A Woman’s New York” that said 

Bustles Barge In snd Out of Style Every 50 Years

I don’t like to say “I told you so,” but—I have before me a column I wrote for the N. Y. World Telegram, August 21, 1933, an interview with Mrs. Jeanette Moser, then and still advertising director of a big N. Y. department store. Mrs. Moser sends me this column which reads: “Maybe we are approaching mid-century madness,” suggests Mrs. Jeanette Moser, seeking to explain why the fashion world, though believing itself in an era of practical people, vertical buildings and simpler styles suddenly finds Itself in the midst of billowing skirts, padded bosoms and rounded hips.

“It’s not the Mae West influence; it’s the turn of the half-century,” continued Mrs. Moser. For several centuries, as French and English women approached the 50’s of their century, they draped themselves in hippy hoops and bustles. Our own pre-Civil War belles extended in every direction as far as whalebone could carry them. Other women who minced toward the middle of their century gripped by a wasp waistline and waddling in bell-shaped skirts were Queen Elizabeth, Empress Eugenie and Marquise de Pomadour. Centennially, bulges barge into fashion and barge out again.”

Those 14-year-old words might easily be describing today. It’s certainly true that the clothes in style today have little relation to the times in which we live. And the turn-of-the-mid-century theory is borne out by history. We’re nearing the 1950 mark. The century is tiered [sic] of thinking up new styles. Why not pull the old ones out again? There are certain hazards that come with long skirts, but they’re not serious. Not so trifling is the wasp waist. Loyal Wolfe, manager of a national corset firm, says that wasp-waist corseting is detrimental to the health of women and nullifies the progress of the corset industry. A smallish waist, yes. But a waspish waist, one that your husband has to help you lace—no! Who wants to be a waist pincher?

The Chicago Sun-Times, October 10, 1948, said

Jeanette Moser has been appointed promotion director of Mandel Brothers, Chicago, it is announced by Col. Leon Mandel, president.

From 1939 to 1948 Mrs. Moser was with Bloomingdale’s, New York City, first as advertising manager, later as sales promotion director.

Kiekintveld passed away on October 18, 1949, in Willcox, Arizona. Her death certificate, at Ancestry.com, said the cause was hypernephroma. At the time, her home was in Chicago at 1439 North State Parkway. Information about her was provided by her brother Chester. 

Obituaries were published on October 21, 1949. The New York Daily News said 

Mrs. Jeanette Moser

Advertising leader 

Wilcox [sic], Ariz., Oct. 20.—Mrs. Jeanette Moser, 53, for many years a leader in retail advertising circles, died here yesterday. From 1932 to 1939 she was advertising manager of Saks Fifth Ave., in New York City. She then became advertising manager of Bloomingdale’s and from 1946 to 1948 was promotion director of that store.

The New York Times said 

Mrs. Jeanette Moser

Mrs. J. Moser, Known in Advertising Field.

Mrs. Jeanette Kiekenfeldt [sic] Moser, who was well known in retail advertising circles, died Wednesday in Wilcox [sic], Ariz., at the home of her brother-in-law, Dr. Robert Hicks, according to word received here yesterday. 

Mrs. Moser was advertising manager of Saks Fifth Avenue from 1932 to 1939, when she took a similar post at Bloomingdale’s, where she was promotion director from 1946 to 1948. For the last year she was sales promotion director and a member of the executive board of Mandel Brothers in Chicago.

Mrs. Moser, who was graduated from the University of Michigan, had been a feature writer for The Detroit Free press. Afterward she came to New York to work on the editorial staff of McCall’s magazine and write a syndicated newspaper feature.

Surviving are a son, Alan, a student at the University of Kansas, and a brother, Chester Kiekenfeldt of Grand Rapids, Mich.

Kiekintveld was laid to rest at Sunset Cemetery.