William and Samuel Jones turned their father’s modest London optical shop into a major producer and retailer of microscopes and other scientific apparatus. Their business was built through a series of moves that synergized with each other:
William wrote and self-published several books on scientific and engineering topics, and presented public talks on those subjects. He also bought the publishing rights to the popular scientific works of Benjamin Martin (ca. 1705 - 1782) and George Adams Jr. (1750 - 1795) immediately after those men’s deaths. The Jones brothers profited from reprinting those books numerous times, well into the nineteenth century. Moreover, the Jones’ editions of those books included extensive catalogues of their products, alerting readers that they could purchase items described in the books directly from the Joneses.
Those multi-page catalogues, also published separately, were a novel, positive business move, informing potential customers on exactly what was readily available. Previously, detailed catalogues were not commonly used, requiring a customer to physically visit a shop, or to inquire through the post on what was available. The Jones’ long lists of microscopes, telescopes, scientific apparatus, and technological amusements could be leisurely perused at home.
The Jones also made substantial improvements to existing microscope patterns. Through their catalogues and books, they effectively “branded” their designs, such that even their competitors produced “Jones Improved” and “Jones Most Improved” microscopes (Figures 1 and 2). Other instruments that they marketed, but did not invent, became associated with their name, such as the “Jones botanical” and “Jones flower” microscopes (Figures 3 and 13).
By combining their high quality optical, scientific, and mathematical products with innovative marketing techniques (as well as shrewd real estate investments) both William and Samuel died as very wealthy men.