Coles: 1914 onwards / Embassy brand: 1929-1994

George James  (G.J.)  Coles  opened his first variety store in 1914 in Collingwood,  Melbourne.  During the 1920’s more stores were opened.  In 1929 the ‘Embassy’ brand was launched,  initially for gramophone records,  but over the years extending to hundreds of products.  The brand was discontinued in 1994.   https://www.coles.com.au/about-coles/centenary  At some stage in the 1980-90’s Coles sold cards of buttons under the name ‘Haby Habits”.  These,  like the Embassy buttons,  were labelled as being made in Australia.  Over the years various logos were used.  You’ll notice the changes on the below examples.

from a 1947 ad.

From a 1947 ad.

From a 1952 ad.

From a 1952 ad.  Note the same pointed shape around the words as on  some of the button cards.

from a 1958 ad.

From a 1958 ad.

This logo dates from 1959-1970.

This logo dates from 1959-1970.

The earliest of these designs had rounded corners plus no printed price.

The corners are no longer rounded.  Prices are now printed onto the cards.  6 pence for 6 buttons!

In 1966 decimal money came in.  Old stock required stickers with the new pricing.  Then for a period,  dual pricing occurred as the population adjusted to the new money.

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This logo dates from 1971 onwards.

This logo dates from 1971 onwards.

From Carol's collection.

From Carol’s collection.

From Lois's collection.

From Lois’s collection.

From Lois's collection: A slight variation of the red ducks.

From Lois’s collection:  A variation of the red ducks.

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From Carol's collection.

From Carol’s collection.

Thanks to Louis.

Thanks to Louis.

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The Embassy brand was retired in 1994.   ‘Haby Habits’ replaced it at some stage for items such as buttons.