E.W. Cole Aluminium Token Guide to Conduct Choice Uncirculated
We Last Sold This Item For: | $60.00 |
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Last Sold On: | 10/3/2025 |
# Sold In Past 12 Months: | 1 |
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Renniks Australian & New Zealand Token Values Book 1st Edition Hardcover
E.W. Cole Aluminium Token Guide to Conduct Choice Uncirculated
Obverse: Legend in 9 lines above 5 ornamental lines, wreath around
Reverse: Palm tree splits legend in 7 lines
Composition: Aluminium | Diameter: 38.00mm | Weight: 5.00g
Reference Numbers: D#90 / C# 77 | Rarity: R3
This is an attractive token issued by a Victorian merchant keen to invoke universal friendship.
WIkipedia states that "Edward WIlliam Cole's business had a considerable effect on the culture of Melbourne." Cole has been dubbed a "marketing genius",[18] with his Book Arcade being an integral part of "Marvellous Melbourne" and designed as a "carnival, a place to see and be seen", a "shop like no other, crammed with new and second-hand books and other wares, but with the atmosphere of a circus", and enticing customers of all ages in "with a menagerie and fernery, a band, a clockwork symphonion and other mechanical delights",[19] while its main business remained the selling of books. Its proprietor, E. W. Cole, was moreover an "optimist and idealist, believing passionately in the power of education and envisaged a world without borders",[19] views which he expounded through his books and pamphlets.
Cole issued a large number of tokens and medals such as this one, each with a message invoking the viewer to spread goodwill in the world.
They remain a link to a time and place when it seems business was not just about the last dollar of profit a merchant could make.
SKU: 214762
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