I promised I’d discuss more secrets and fascinating trivia about Hess’s of Allentown, so this column is overdue.

During its 97-year run, the legendary department store at Ninth and Hamilton had become world famous with offices in London, Paris and Rome.

I joined the Hess’s team in the 1970s after replying to a blind ad in the Allentown Morning Call.

It read: “Dynamic organization seeks key individual for its promotional division.”

It gave a Linden Street address but no other information.

I sent a letter of interest but had little hope. It was a time of too many job seekers and too few jobs. Openings were flooded with applicants. So I was surprised to receive a phone call asking me to report to center city for an interview. It was only then I found out it was Hess’s. When they offered me the job, I grabbed it.

The opportunity allowed me to experience the magic firsthand.

One of their keys to success was quality merchandise. Their slogan became “You’ll find the best of everything at Hess’s.” Of course, it was true. But there was much more to the strategy.

It wasn’t only what you sold that mattered, but how you sold it.

Founder Max Hess started the place with a philosophy: “Be best, be first, be entertaining.”

The store became so entertaining that it grew to be part of the news cycle. Celebrities were flown in to attract customers and elevate the store’s prestige.

Flamboyance and excitement were part of the show. I had a chance to welcome Liberace to Hess’s in 1977. He wore a white outfit adorned with a sequin-studded cape. Or were they diamonds? No wonder he inspired Elton John.

But Hollywood stars who visited were only one facet of a program of visibility.

The store knew how to generate excitement. Masters of promotion. If you’re a certain age, there’s a good chance you were part of it.

The Flower Show. The Toy Show. Pip the Mouse. The French Room. The Bargain Basement.

Hess’s knew how to attract publicity and keep people talking.

Shortly after Hewlett-Packard came out with hand-held calculators, Hess’s made them available in the fourth floor electronics department. The newfangled gadgets sold for $900.

And how about the swimwear controversy?

In the 1960s, when designer Rudi Gernreich came out with the topless bikini, Hess’s carried them.

Shoppers flocked to see the risqué “monokini.” Everyone talked about it. Perhaps the funniest detail is that the store failed to sell a single one. It didn’t matter. Just having them available was all that was needed.

In 1974, when the government legalized the sale of pure gold bullion, Hess’s was first to offer it.

When the original “Star Wars” movie debuted in 1977, Hess’s was first to acquire and sell the force beam. Hess’s ad designers felt I bore a resemblance to Luke Skywalker. So they drafted me to showcase the merchandise in their Christmas advertising. An exciting and humbling experience.

Hess’s also was the first in the world to introduce shoppers to talking elevators, which, by the way, were fully mirrored.

Many folks remember the world-famous Patio Restaurant. It featured fashion models, oversized menus and amazing strawberry pie.

But what many didn’t know is that it operated in the red. Fiscal reports showed it lost $20,000 every year. Yet it was considered a huge success because it drew crowds and enhanced the store’s image.

Even Hess’s massive sign was remarkable. It was introduced on Dec. 23, 1947.

It stood 45 feet tall and was said to be the largest of its type outside of New York City. It weighed 8 tons. The letters, made of porcelain enamel, were 7 feet high. It was illuminated by 2,250 light bulbs and neon tubing and flashed uniquely to spell the name H E S S one letter at a time.

Sadly, it was removed on June 30, 1972, when the city opted to modernize and cover sidewalks with canopies as part of the Allentown Hamilton Mall project.

Time has a way of destroying great achievements. It robs future generations of a chance to be part of special moments.

Today, tastes have changed. Priorities are different. Retail is now online.

Grand department stores which harken back to a much more elegant time are now gone.

There will never be another Hess’s.