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David Jones Transforms From A Corner Shop To A Luxury Store

In 1876, David Jones’ son Edward Lloyd Jones decided to transform the store into a “universal provider”, now known as a department store. He had visions of customers browsing luxury accessories and gourmet meals while they waited for their apparel to be tailored and wrapped.

The old building was completely renovated with a more European-style flair, and the new luxury premises also featured Sydney’s first hydraulic lift fitted with plush seats and room for 12 passengers.

Mr David Jones Retires, But Not For Long

In 1856, Mr David Jones decided to retire from active management,  taking in partners and leaving in it a capital of £30,000s. Unfortunately, his new business partners did not have David Jones’ flair for business, accruing so much financial debt that the business was close to bankruptcy.

Upon hearing of his beloved business falling into peril, David Jones returned from retirement. Committed to salvaging the business, he bought out his partners and worked tirelessly to repay every single debt. Within a few years, he had fully discharged all obligations to his creditors, and the store was saved. Mr David Jones continued serving the brand until his ultimate retirement in 1868.

David Jones' First Art Exhibit

Mr David Jones had always instilled in his sons that there was no greater purpose in life than supporting the community and art. His grandson, Sir Charles Lloyd Jones, had always wanted to be an artist having spent six and a half years studying art in Sydney and London.

After joining the company, Sir Charles had a pivotal artistic influence within the brand– firstly by revolutionising the brand’s advertising strategies and later as Chairman of the Board for almost 40 years.

In 1912, under the guidance of Sir Charles, David Jones hosted its first art exhibition in the George Street store. This exhibition of watercolours by an Australian artist named Blamire Young would be the first in a long history of David Jones supporting the artistic community.

did you know

As both an artist himself and a patron of the arts, Sir Charles Lloyd Jones established the David Jones Art Gallery in the Elizabeth Street store in 1944 under the direction of Sir John Ashton. He was also knighted in 1951 and appointed officer of the Légion d'honneur in 1954.

Before Online Shopping There Was Airmail

In 1919, David Jones took to the sky and entered the history books as the first-ever retailer in Australia to deliver aerial parcels. Packages that once took weeks to arrive were now just hours away. During this time, planes were still very much a rarity. It’s said that customers would hear the distant whirring of the David Jones-branded aeroplane and rush out to catch a glimpse of it flying over.

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In the same year, David Jones’ most unique publicity stunt took flight. To celebrate an upcoming Anniversary Sale, David Jones took out an ad in the Sydney Morning Herald with the mysterious message:

“David Jones
Watch today for
A Message from Mars
An old firm adopts a new method of publicity”

The plan was to fly over the city dropping promotional pamphlets and instore vouchers. However, the pamphlets got caught in the plane's tail, and the campaign was put on hold.

The David Jones Flower Show Blooms Into Being

In the 1920s, David Jones staff would display flowers on instore counters from their own gardens to celebrate the start of Spring. This much-loved tradition evolved over decades to become a more formalised event launching as the annual David Jones Spring Flower Show in 1985.

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In 2022, the Spring Flower Show returned to the Bourke Street Flagship store after almost two decades. Bourke Street was transformed by activist, floral artist and world-renowned champion of zero-waste living, Joost Bakker. Customers were entranced by oyster mushrooms in candy hues, mycelium blocks, snails, a tank of rare golden barramundi, crickets and other oddities all housed under canopies of tulips, golden elm branches, yellow forsythia, apple and pear blossom. For the finale, Joost introduced a beehive and bees on the store’s rooftop, continuing his circular sustainability mission.

David Jones Moves To Elizabeth Street

In 1927, David Jones decided to pick up and move to a new location: a bigger and better space on Elizabeth Street in Sydney. The new Elizabeth Street location was in a somewhat neglected part of the city, far from the epicentre of the business hub, and considered to be too large a space for a single store. Many were baffled by the decision, murmuring that Sir Charles would surely “lose his shirt” with such brazen business practices. Thankfully, Sir Charles ignored the naysayers, and the move commenced. 

Shifting premises from their overflowing George Street location was no small feat. The moving party was conducted by display manager Henry W Bindoff, and a team of 3000 staff. The team worked tirelessly in the pouring rain throughout the night, with almost militant dedication. Come morning, eager shoppers didn’t mind that the building was still clad in scaffolding, with only six of the eight floors ready for use. There was such a flurry of activity when the store finally opened at 10:30am that police were called to control the crowd. The crowning jewel of the store was undoubtedly the Great Restaurant on the seventh floor, opened the following year. An “extraordinarily glamorous restaurant”, it was the largest eatery in Sydney until 1950, serving more than 5,000 people per day at its peak.

Moving locations proved not only to be the correct decision for David Jones, it also caused a city shift, moving the heart and soul of Sydney towards the grand building on Elizabeth Street.

Australia's Most Respected Black & White Photographer

Continuing David Jones and Sir Charles’ passion for art, Max Dupain’s spectacular photography was used for David Jones’ fashion campaigns, as well as part of an instore gallery. Under the guidance of Dupain’s superb eye, David Jones entered a new era of high fashion campaigns featuring international pieces like no other.

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Dupain, one of Australia's most influential black and white photographers of the 20th century, went on to photograph one of the most iconic Australian images, Sunbaker, in the same year as the David Jones campaign.

David Jones Expands To Food

The David Jones George Street store just got a little sweeter.
In 1936, the George Street store announced the opening of the David Jones Food Hall. Customers delighted in the array of tasty treats, luxury tastes, and grocery essentials, all in one glamorous location.

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Early advertising posters suggest that David Jones was the first store to sell Coca Cola in Australia.

A Store Goes To War

In 1939, World War II commenced. Recognising the need to support Australians during this troubling time, David Jones snapped into action. Production on uniforms began, staff were tasked with handing out sandwiches to city wardens, and it announced that any staff who fought in the war would not suffer from a drop in pay, “making up the difference between military and civil pay”. Care packages and a copy of the David Jones' News were regularly shipped to the front line for the 1,200 brave staff who signed up to join the forces.

The war efforts continued instore, with a space dedicated to Red Cross First Aid training instore. Three levels of the George Street store were converted to The Servicewoman’s Club, offering free accommodation and care to servicewomen. A pianist was employed to serenade visitors and servicewomen, a tradition that still exists today.

In 1942, the Ministry of Munitions took up residence at the Market Street store, boarding up the entire street storefront save but for a small 18x12 inches of storefront window reserved for display. Undeterred, famed David Jones Window Dresser Harry Bindoff used this small aperture to its full potential, and sales for David Jones rose from £3.5M to £4.3M from 1938 to 1944.

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Using the still-legible label on a David Jones portrait frame that was more than 100 years old, My Family History Australia was able to identify the portrait of an unknown soldier, Michael Walter Flynn, who died in battle in 1917.

David Jones: The Home of Inspiring Art

In 1944, The David Jones Gallery opened its doors. Located next to the Great Restaurant on the seventh floor, the opening of this gallery helped to cement David Jones as a source of artistic expression and appreciation. Over the years, this gallery would be graced by influential artists, including Russel Drysdale, Sidney Nolan, Jeffrey Smart, Rupert Bunny, Arthur Boyd, Sali Herman and John Goodchild.

David Jones: Australia’s Gateway to International Fashion

1947 and 1948 were nothing short of iconic for Australian fashion and David Jones' history. French luxury fashion house founder Pierre Balmain created 12 designs specifically for Australian customers and David Jones. These designs were inspired by an “Australian woman living in Paris,” enthralling visitors and fashionistas alike with cutting-edge Parisian fashion with an Australian twist. 

The international fashion circuit continued in 1948 with an instore Christian Dior parade, the first time a Dior collection had been shown outside of Paris. This historical runway was the hard work of then-buyer Mary Alice Shiell, who personally travelled to Dior's Paris headquarters to seal the deal.

Deck The Halls

In 1951, under the instructions of Sir Charles Lloyd Jones, the David Jones Elizabeth Street Christmas Choir gave its first instore performance, a tradition that extends to this day.  Early morning shoppers would stop to listen to the 30-minute serenade, reportedly with tears in their eyes.

A visit to the choir has become an intergenerational experience, with countless Australian families making the pilgrimage to the flagship city store during Christmas.

A Store Fit For A Queen

When Queen Elizabeth II and His Royal Highness Prince Philip, Duke of Edinburgh, visited Australia in 1954, a visit to David Jones was on their itinerary. To mark the arrival of the first British reigning monarch to set foot on Australian shores, a state dinner was held at David Jones' Great Restaurant on the seventh floor.

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For the state dinner at David Jones, the Queen wore a dazzling gown designed by Norman Hartnell for the event. The gown was crafted from yellow tulle and embroidered with wattle and acacia leaves in celebration of Australian flora.

Happy 120th Birthday, David Jones

Over the years, we always celebrated our birthday with something special to mark the occasion, but our 120th birthday was nothing short of spectacular. The fortnight-long celebrations included fashion parades, a petting zoo, pottery classes, the largest cheese wheel in Australia on display in the Market Street Foodhall, and a very special David Jones Price is Right Television Segment.

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Our 120th birthday celebration included a parachutist delivering parcels to a customer in Camden. Referred to as the “David Jones Fall-Guy”, this genuine ex-commando was actually Don Wikner from the electrical goods department of the George Street store.

David Jones Opens Across The Country

In the ‘50s and ‘60s, a period of major expansion for David Jones begins, opening multiple stores across Australia.

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In 1968, the David Jones Coat of Arms was revealed to the world, emblazoned with the brand’s motto: sedula cura (diligent care). The shield represented the many areas of a department store, and the staunches and fleurs-de-lys were taken from the Arms of the Jones family. The two supporters of the shield are a dragon representing Mr Jones’ Welsh heritage, and a kangaroo representing New South Wales.

Also, some famous faces started their careers at David Jones? Former PM Paul Keating was a salesman at our Bankstown store in the '60s.

Hello, Houndstooth

In 1963, the iconic Houndstooth print was announced as the official brand code of David Jones. There is some debate about the true origins of the houndstooth print.

Legend has it that the print was sourced from a vintage Miss Dior Eau de Parfum bottle by the founder’s great-grandson, Charles Jones.

However, a David Jones photographer named Geoffrey Lee also claimed that he submitted a houndstooth print design in response to an in-house competition for a new brand code where he was awarded 100 pounds for his design.

Italy Week at David Jones

In the 1960s, David Jones often held heritage week celebrations instore, with activations and art installations paying homage to cultures and languages from across the world. One of the most infamous moments occurred during the 1966 celebration of Italy Week, with the installation of a life-sized Plaster of Paris replica of Michaelangelo’s David instore. An astonishing 30,000 people queued outside David Jones on Elizabeth Street in 1966 to gaze at the unveiling. While many were there to admire and appreciate the historical artwork, many were shocked by his lack of fig leaf.

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In 1962, the King and Queen of Thailand arrived in Australia marking the first reigning monarch of a foreign country to visit Australia. Unfortunately, His Majesty King Bhumibol Adulyadej of Thailand had been misinformed about Australia’s climate, arriving with only thick heavy clothing. Luckily, a quick trip to David Jones and his royal highness was equipped with a new, summer-weight outfit worthy of a king.

Man On the Moon

One small step for man, one giant leap for mankind.

In 1969, David Jones transformed stores into makeshift theatres to watch the Apollo 11 Moon Landing. It’s said that customers and staff stood “cheek-by-jowl”, staring in silence at the newly installed black and white TV screens, to watch history in the making.

The Iconic Tune

Other than big hair and colourful fashion, the 80s also saw the creation of an iconic jingle. “There’s no other store like David Jones” was sung, marking the beginning of the now iconic tune.

Food, Glorious Food

Food lovers, rejoice. 1984 at David Jones saw the opening of the food hall: Food, Glorious Food. A reimagining of the classic David Jones Food Hall, this gourmet eatery sold fresh oysters and other culinary delicacies and had a luxury champagne bar.

The Houndstooth Becomes Official

In 1995, David Jones officially trademarked the houndstooth print. That year we wrapped our Elizabeth Street store with the iconic and instantly-recognisable print, like no other.

The Era Of The Supermodel Ambassador

The ‘90s and ‘00s saw the dawning of the “era of the supermodels”, and the beginning of the David Jones ambassador program. The David Jones’ alumni list is nothing short of spectacular, including names such as Lauren Hutton (1998), Megan Gale (2001), and Miranda Kerr (2007), and Samantha Harris (2011).

David Jones Goes Online

In 2012, David Jones officially joined the digital sphere. Now, you could browse and shop till your heart’s content, everything from international designers to homewares with the click of a button.

The Launch Of JONES Magazine

In 2016, the first-ever issue of JONES hit the stands, featuring cover-girl Australian actress Elizabeth Debecki. This quarterly magazine seamlessly integrated the digital, social, and instore magic of David Jones. From fashion editorials to interviews with influential change-makers, JONES has now become synonymous with fashion, innovation, and the evolving Australian fashion landscape.

A Designer Shoe Destination Like No Other

In 2018, David Jones unveiled Level 7, the highly anticipated luxury designer shoe floor on the seventh level of Elizabeth Street.

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Actress and entrepreneur Sarah Jessica Parker was a part of this iconic shoe launch. Appearing instore to promote her shoe brand, SJP, Sex and the City fans were overjoyed to catch a glimpse of the actress.

A Vision For The Future

In 2018, David Jones launched its Innovate Reconciliation Action Plan with a vision for the future: equal access to education and employment opportunities for Aboriginal and Torres Strait Islander and nonIndigenous peoples. This action plan included establishing formal, mutually beneficial relationships with First Nations peoples of Australia, celebrating the richness and resilience of Aboriginal and Torres Strait Islander cultures, and leveraging the influence of the David Jones brand to help raise awareness.

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In 2020, David Jones partnered with the Darwin Aboriginal Art Fair Foundation’s (DAAFF) Indigenous Fashion Projects, to present its Pathways Program for Indigenous Australian fashion designers. The First Nations Designer Capsule Collections debuted at AfterPay Australian Fashion Week in 2022—an inspiring showcase of creativity, community, and the incredible history and talent of the world’s oldest living cultures.

David Jones Takes Over The Sydney Opera House

The David Jones Spring Summer 2019 launch was held at the Sydney Opera House for an event like no other. The collection, On the Bright Side, featured the best of David Jones’ Australian and international collections with over 100 guests in attendance.

Elizabeth Street Reimagined

To help bring David Jones’ unique heritage into a state-of-the-art new era, 2020 saw the completion of a $400m transformation of the Elizabeth Street Flagship store making it like no other.

The Home Of Australian Fashion

At the height of COVID in 2020, David Jones launched The Home of Australian Fashion campaign, shining a spotlight on Australian brands and encouraging shoppers to “think local”. David Jones collaborated with an incredible lineup of innovative and game-changing designers to share their stories. From established iconic designers to emerging creatives, the campaign shined a spotlight on Australia’s incredible creative thinkers.

Celebrating New Zealand Design

In 2022, David Jones officially launched the “New Zealand Design Edit” at the Elizabeth Street Flagship store. The launch event was attended by none other than New Zealand’s beloved former Prime Minister, Jacinda Ardern.

Bourke Street Reimagined

In 2022, David Jones Bourke Street, the Melbourne flagship store, was revamped with a $50M reimagining. This ceiling-to-roof makeover introduced Melbournians to a new way of shopping and a luxury experience like no other including new premium instore services.

Not many brands can proudly say that they have inspired generations of Australians, yet here we are, 186 years later, continuing to do so. From our instore experiences to our warm and welcoming staff, a visit to David Jones’ stores continues to be an experience like no other. 

We now hold the title as the longest continuously operating department store in the world. A feat only possible thanks to the continuing support of the David Jones customers, team members, and community. David Jones welcomes you to celebrate 186 years of illustrious history. Here’s to the innovation of tomorrow and the continuation of collaborative imagination.

David Jones… like no other.

DAVID JONES ARCHIVE: A new exhibition marking the gift of the archive to the Powerhouse Museum.

It was during the project to redefine the David Jones Brand DNA that we stumbled upon the treasure trove of the David Jones archive. In this collection of preserved artefacts and documents, we discovered the foundations that continue to shape David Jones today. To preserve and protect our remarkable history, David Jones archives were donated to the Powerhouse Museum. The David Jones Archive includes thousands of artefacts and documents, some dating back to as early as the 1830s, representing David Jones' history. This history is embedded into the cultural and social identity of Australia.