In the Strand, over against the Maypole, on the left Hand coming from Temple-Bar, at the Sign of the Golden Cross, between a Sword Cuttlers and a Milliner’s Shop, the Sign of the Sugar Loaf and Barber’s Pole, within four Doors of the Mitre Tavern: Where you may see a large Red coloured Lanthorn, with Eleven Candles in it; and a white Sign written upon with red Letters DUTCH DOCTOR, Licensed by his most Excellent Majesty: and a long Entry with a Hatch and a Knocker on it. Where you may come in privately, and speak with him, and need not be ashamed, he having not any in his House but himself and his Family.
The sign of the Sugar-loaf and Barber’s Pole must have been unique even in the days of signboards, when incongruity was an advantage. Signs remind us of a noted quack of last century, Van Butchell, who painted a wonderful inscription over the front of his house. He was a great advertiser, too, and his effusions are found in most of the papers. When his wife died he had her embalmed, and used to let his patients see the body. He made her very useful as a means of publicity, one of his notices—in the St James’s Chronicle for October 1776—running thus:—
VAN BUTCHELL (not willing to be unpleasantly circumstanced, and wishing to convince some good Minds they have been misinformed) acquaints the Curious no Stranger can see his embalmed Wife, unless (by a Friend or personally) introduced to himself, any Day between Nine and One, Sundays excepted.
Van Butchell, though he lost no opportunity of looking after the main chance, had a mad way of conducting his business, which caused people to regard him as quite out of the ordinary level of charlatans, and his eccentricities in time got him a reputation for both cleverness and conscientiousness. He lived in Mount Street, and on his house and part of the next the following strange inscription was painted:—
BY
HIS MAJESTY’S