Provo and Utah Valley will be saying “goodbye” to an old friend, F’irmage’s Store. after a liquidation sale that may last several weeks. Management of the family clothing establishment – for 44 years a keystone of an important West Center business block announced a few days ago that Firmage’s is going out of business. Dwindling patronage because of the wide diversity of shopping opportunities now available in the valley, combined with high interest rates and other factors. brought the Firmage family to the decision. ‘ The close-out will write “finis” to a nostalgic chapter in downtown Provo history which began when E. D. Firmage and his oldest son Edwin R, Firmage built and opened the new store in 1936, William R. Firmage. the other son, and daughter Louise (who married Stanley H. Heal) joined in the family project after the two young men returned from church missions. Ultimately the grandchildren also became a part of the business, E. D. Firmage, the founder, died last August after a distinguished career in merchandising which included more than two decades with the J. C. Penney Company before the family decided to enter business for itself. Mr. Firmage was instrumental in development of the business block in which Firmage’s has been an anchor, A spokesman called the 44-year Firmage era a “fruitful chapter of family solidarity” and a “home symbol” for the family. “We appreciate the support of the people, whom we’ve learned to love as our friends. The clerks have been part of the ‘family’ and their loyalty has been heartwarming,” Ed Firmage already has retired. Bill and Stan are on that threshold, and those of the younger generation who have been involved in the business are looking to other pursuits. Right now the family is considering options for the future of the building itself after liquidation of the merchandise. Firmage shoppers will have to tum a new page also – in the same way customers of Taylor’s, Dixon-Taylor-Russell and a few other long-time former stores had to do. i One Provoan commented: “These stores have been old friends. I guess you just expect them to go on forever.” “E A Firmage partner oi fered his own nostalgid note, “We may close the doors but the memories will last forever.” And then he related this incident; “The other day at the store, I handed a small child a piece of candy. And the youngsters mother responded; ‘You did the same for me nearly 40 years ago – remember?” The Herald compliments the Firmage family for an excellent job of merchandising for nearly four and a half decades and for significant community involvement that has helped make Provo and Utah Val-, ley a better place to live,