G. J. Coles
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. See https://www.coles.com.au/about-coles/centenary At some stage in the 1980-90s 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 in the examples to follow. The buttons were supplied by General Plastics initially, then G.Herring after the merger.
Note that although this logo was used from 1947, the cards of buttons probably date from a couple of years later.
1959- early 1960s
The first cards featuring the map of Australia had rounded corners and no prices printed upon them.
Prices are printed onto the cards.
Dual pricing (imperial/decimal) printed on the cards. The buttons are stapled instead of sewn onto the cards. Thankfully, this was a short lived trend as the staples get rusty.
Transfer printing on ‘water-white’ ?cellulose actetate.