Four women reading 'Printers' Pie' magazine, 1934.
© NMeM / Daily Herald Archive / Science & Society Picture Library
A photograph of four women happily reading a holiday annual magazine, taken by James Jarche for the Daily Herald newspaper on 12 July, 1934. A breakfast cereal advert on the back of the annual reads, 'Heavy meals dull the wit - Shredded wheat keeps you fit'. These Lyon's tea shop waitresses in their distinctive black and white uniforms were known as 'Nippies'. The first Lyons tea shop opened in Picadilly, London in 1894. J Lyons & Co. was founded in 1886 by Messrs Salmon, Gluckstein and Lyons. They began catering for public exhibitions, over the following years building a large chain of tea shops around the country. This photograph has been selected from the Daily Herald Archive, a collection of over three million photographs. The archive holds work of international, national and local importance by both staff and agency photographers.