Charles of London decorated the Elizabethan style rooms in Coe Hall and procured for the Coes the majority of their art and antiques. While the family was away, he would decorate the house with tapestries, furniture, carpets and artwork that the Coes requested or that he thought they would like. Whatever the Coes liked they would pay for, the rest would be removed after they left the house to travel. This was called leaving items on approval. Charles of London was born Charles Duveen, the second son of Sir Joseph Joel Duveen and a member of the most renowned family of art dealers in England since the 1890's. Unlike his siblings, Charles did not go into the family business, but went into business for himself. He set up shop on Fifth Avenue in New York City in 1907. The family insisted he not use "their" name for his business and paid him the equivalent of $25,000 a year not to use it. Charles Duveen used C.J. Charles, or Charles of London for his business dealings beginning in 1909. At the dawn of the 20th century, as America was beginning to reap the rewards of its industrial development, a new American aristocracy was born of the massive fortunes created by companies like Standard Oil. Charles stepped into this market that was eager to accept a member of the noted English family of art dealers, and hungry for the art and furniture of the "Old World." The "Olde English" style was becoming popular in America, and Charles of London not only excelled at it, he defined it. In 1911 he published a folio entitled Elizabethan Interiors that chronicled the development of decorative art from the 15th to the 17th centuries with comments on color, period and style. Photographs and illustrations of manor houses in the British Isles (including Charles' own in Worcester, England) that he decorated defined the new Elizabethan style. Charles had clients across the country and became so popular in America that he closed his London office. He is known to have decorated a residence and the offices of William Randolph Hearst and the offices of Henry Huttleston Rogers. Charles of London also decorated: Morton F. Plant's New York City townhouse (c. 1910) Herbert L. Pratt residence "The Braes" in Glen Cove (c. 1913) Mrs. H. Ford residence in Deerborn, Michigan (c. 1915) Mrs. W.G. Lowe residence (former DeLamar residence "Pembroke") in Glen Cove (c. 1920)