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El Cerrito: Don’t underestimate the selling power of a scantily clad woman

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Looking for an investment idea for that extra income burning a hole in you pocket? Consider old matchbooks — particularly matchbooks with scantily clad women.
Two 1960s matchbooks from the It Club in El Cerrito were listed for bidding on eBay this month and attracted spirited bidding.
The most recent brought a final price of $20.50 (plus $1.50 shipping and handling) on Jan. 19.
Not a bad return for a free item someone picked up off the bar at a strip joint half a century ago. Two weeks earlier in January, a similar matchbook from the It Club, the longest running of the El Cerrito nightspots from the city’s era as “Little Reno,” did even better, selling for $38.50, plus shipping and handling.

Chris Treadway