In Newcomb We Trust

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Virtually nothing seems to be known about the life of Elwood G. Newcomb, other than what can be gleaned from his numerous newspaper advertisements. We know that on June 27, 1871, he married E.J. Garrison, and the short announcement divulges that he and his bride were both from Petersburg, Virginia. And his advertisements paint a good picture of his many business activities.

Newcomb Brothers 

The first of several business ventures Newcomb was involved in was the Newcomb Brothers store, which sold liquor, tobacco products, and cigars at 34 Bollingbrook Street in Petersburg. This partnership was short-lived. After advertising extensively between February and May 1871, the brothers evidently split up. The only mention of Elwood in 1872 was a short announcement in the April 16 issue of the Richmond Dispatch:

“Mr. E. G. Newcomb, family grocer of rather extensive operations, was sold out quite suddenly at auction this morning, and is reported to have failed for a considerable amount.”

Central Hotel 

In May 1880 Steele announced that he had secured the services of Newcomb, “formerly of the McAdoo House,” who he had placed in charge of the dining rooms in the Central Hotel. This arrangement didn’t last through the year, and in December, Newcomb advertised that “ladies and gentlemen go to Newcomb’s Dining Rooms. The ladies are especially invited to call, as we have a separate apartment for their comfort and accommodation.” It was mentioned that his establishment, which was located in Court House Square, was the only place in the city offering oysters.

Newcomb’s next move was in 1883, when he purchased the liquor business of J.R. Moore. His establishment, which was located at the McAdoo House, offered wines, brandies, and whiskies, and he advertised that he had added billiard and pool tables “with new ivory balls and Monarch cushions.” Surprisingly, considering his past record, he managed to remain at the same location for the remainder of the decade.

Advertising Token

In 1891 Newcomb made an interesting contribution to the world of numismatics when he issued a 21mm token, struck in copper-nickel. A large barrel is depicted on the obverse, with WINES/LIQUORS across it in the center. GREENSBORO, N.C./1891 is around the rim. A large “V” is in the center of the token’s reverse, with IN NEWCOMB WE TRUST/CENTS around it. Expressing the denomination in Roman numerals might seem unusual, but the U.S. 5-cent coin in circulation during the 1890s also displayed its denomination as “V.”

In 1893 Newcomb started running numerous large newspaper advertisements in Reidsville, North Carolina, a town about 30 miles from his establishment. Interestingly, he didn’t run a single one in Greensboro. He continued running the ads through the early 1900s.

A very strange story in the September 17, 1894, Baltimore Sun described the mysterious disappearance of Elwood’s brother and former business partner, J.M. Newcomb, who was last seen aboard the Bay Line steamer Alabama. It was thought he might have met with foul play after getting off the vessel, and he was presumed dead, but six months later he appeared in Greensboro. He said he had been in Atlanta but had no idea how he got there, or when. Apparently, he had fallen overboard in the Chesapeake Bay and managed to reach shore, but he “was crazed by fright and exposure, so that he wandered from one place to another aimlessly, visiting Baltimore, New York, Chicago, New Orleans, and finally reaching Greensboro.” He was in poor health and his doctor confined him to bed.

Refined and Generous 

Newcomb was the subject of a lengthy article in the February 22, 1895, issue of The Reidsville Review, no doubt published because he was spending a considerable amount advertising in the paper. The glowing description of his business included the fact that his new establishment at 231 Elm Street, which he had moved to three months earlier, was “furnished and appointed to order and no pains or expense have been spared in making it a thing of beauty and joy forever.” As for Newcomb, he was described as 

“a man of polish and refinement, public spirited and liberal to all charitable demands. He is modest and assuming in manner, setting an example of temperance in his own habits.”

The General Assembly of North Carolina passed a bill on February 27, 1899, making it unlawful for merchants to sell liquor in Greensboro, and that in July an outlet for alcoholic beverages would be established in the city. Newcomb defied the law, and in December he was found guilty, fined $100, and sentenced to six months in the county jail. He appealed to the North Carolina Supreme Court and ultimately was pardoned by the governor. In the meantime, he opened a barber shop and bath in his Elm Street establishment. The law was eventually repealed, and in 1901 Newcomb obtained another license to conduct a retail liquor business. 

Return to Virginia

The Greensboro Wood Fiber Plaster Company was established in April 1905, and Newcomb was on the board of directors. Later that year he closed his business and moved back to his hometown of Petersburg, where he opened a liquor store. He died on December 4, 1915, following a two-week illness. He was 67 years old.

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A version of this article appears in the November 2026 issue of The Numismatist (money.org)