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Edward William ColeAustralian bookseller and founder of a major bookshop in Melbourne
Date of Birth: 04.01.1832
Country:  Australia |
Content:
- Edward William Cole: A Pioneer in the Book Trade
- Early Life and Journey to Australia
- Establishing the Bookstore
- Passion for Reading and Writing
- Expansion and Legacy
Edward William Cole: A Pioneer in the Book Trade
Edward William Cole, an Australian book trader and founder of a major bookstore in Melbourne, Australia, is widely known as E.W. Cole of the 'Book Arcade'. He gained fame for his innovative approach to bookselling, which made him a highly successful businessman.
Early Life and Journey to Australia
Edward was born on January 4, 1832, in Woodchurch, a village near Tenterden in Kent, England. His father, Amos Cole, was a laborer, and his mother, Harriett Cole, remarried after his father's untimely death. As a result, Edward ran away to London.
In 1850, at the age of 18 and with only £2 in his pocket, Edward embarked on a journey to South Africa, specifically Cape Colony. He found moderate success as a farmer there. In November 1852, Cole moved to Victoria, Australia, where he spent some time as a gold prospector. During that time, Victoria attracted fortune seekers from around the world in search of a better life.
Establishing the Bookstore
On September 30, 1865, Cole opened a bookshop at the Eastern Market in Melbourne with a stock of 600 volumes. By the end of September, he had earned £1,500, a substantial amount that he reinvested in expanding the store and purchasing new merchandise. The business flourished, and Cole became the sole tenant of the entire market, subletting most of it to small entrepreneurs. He hired musicians, invested significantly in advertising, and ultimately transformed the market into a popular leisure destination.
Passion for Reading and Writing
Despite his limited formal education, Cole was an avid reader. In 1867, under the pseudonym 'Edwic,' he published "The Real Place in History of Jesus and Paul," a book in which he speculated on the possibility of miracles. The book's final paragraph stated that it aimed to prove that Jesus never existed, and the author hoped to publish another book demonstrating that both Jesus and the apostle Paul were honest dreamers. However, no publisher in Melbourne or Sydney agreed to publish it.
Expansion and Legacy
In 1874, Cole acquired a building on Bourke Street, which housed numerous theaters and shops. He opened his first book gallery there. The enterprise was successful, and Cole continued to lease the market until 1881 when he failed to renew the lease on favorable terms. He then negotiated for another building on Bourke Street, adjacent to the post office. The store opened on January 27, 1883, becoming one of the largest bookstores in Australia, known as the "most beautiful place in Melbourne." The store expanded into neighboring buildings on Little Collins Street as well.
While the claim that the store's warehouses held at least two million books was clearly absurd, the gallery undoubtedly had one of the largest book inventories in the world. Visitors were encouraged to wander through the entire gallery and spend as much time as they desired perusing and reading the books. The second floor housed a large second-hand book department with daily orchestral performances. Cole continued to open new departments, including a printing press. He compiled numerous popular anthologies, some of which, such as "Cole's Funny Picture Book" and "Cole's Fun Doctor," sold hundreds of thousands of copies.
Edward Cole married Eliza Frances Jordan in 1875, but she passed away before him in March 1911. Edward himself died on December 16, 1918, leaving behind two sons and three daughters. Cole's bookstore had a significant influence on the cultural development of Melbourne. The business continued for another ten years after his death until the executors decided to close and sell the valuable property. Members of his family reopened the store for another decade, albeit on a smaller scale, on Swanston Street.
