Hearts of Darkness: white women write race

Abstract

In an effort to popularise the gas stove, boost sales and minimize the genuine and perceived dangers of using this volatile domestic appliance, late Victorian gas managers and stove manufacturers employed female cookery teachers to perform public demonstrations at trade exhibitions throughout the country. Eventually, these women comprised a special department of gas sales, calling directly on customers in their homes to offer personal instruction in the proper use and care of gas stoves. Part social workers, part salesgirls, the ‘lady demons’, short for lady demonstrators, moved between the traditionally gendered separate spheres of work and home, consciously constructing a professional image that reconciled the social tensions of this new occupation. They offer an early example of women's entrance into the corporate business world, the feminisation of consumption, and the combination of customer service with social welfare.