Selling Nostalgia

There’s nothing like a good sports nickname. A clever moniker defines an athlete’s special skill in a memorable fashion. What images are suggested by the handles “The Sultan of Swat” (Babe Ruth), or “The Refrigerator” (William Perry), or “Charlie Hustle” (Pete Rose)?

I read recently a handle that defines antiques dealers’ special skill: Impresarios of Memory.

The phrase was coined by Gary Cross in his 2017 book, Consumed Nostalgia: Memory in the Age of Fast Capitalism. Cross points out that antiques and family heirlooms have been replaced by cultural items as our most treasured keepsakes. Rather than being passed through generations, present-day keepsakes are purchased.

“The magic of consumer satisfaction makes nostalgia a major