This swank bookmark-slash-order-form [click for larger scans] which I found in a book led me to this informative site about Paul Elder’s Books:

For seventy years, Paul Elder’s bookstores were a fixture in downtown San Francisco. There was not a single bookstore but a series of six, plus short-lived forays to New York City and [...]

Pre-owned bookmarks collected over the years from books purchased at flea markets, garage sales, used bookstores, etc.