Under the Rainbow: The Life and Times of E.W. Cole

By Richard Broinowski

Under the Rainbow is the life story of E.W. Cole, a colourful and much loved figure of 19th century Melbourne. Best remembered for his Funny Picture Books, his sense of the absurd and his marketing genius, his wonderful arcade was the first ‘department store’ in Melbourne, replete with a live orchestra, an aviary and monkeys alongside books, ornaments, art, curios and tearooms.

But there was more to Cole than his merchandising prowess: he scandalised the clergy with his sacrilegious views about Christianity, campaigned passionately against the White Australia policy, and advocated education for all.

Cole’s journey from an impoverished sandwich seller on the streets of London to owner of one of the most memorable establishments of early Melbourne is remarkable. His passion for learning, insatiable curiosity, and enduring faith in the essential goodness of humanity make him a figure worth celebrating.

More than 100 years after his death, Cole’s story is a timely reminder that a little bit of goodness can go a long way.

• Language: English
• Publisher: Melbourne University Publishing Ltd
• Release date: Sep 4, 2020
• ISBN: 9780522876239

Richard Broinowski

Richard Broinowski is a former ambassador to Vietnam, Korea, Mexico, the Central American republics and Cuba. He also He is currently Adjunct Professor Media and Communications at the University of Sydney. He is the author of A WITNESS TO HISTORY and FACT OR FISSION: THE TRUTH ABOUT AUSTRALIA’S NUCLEAR AMBITIONS. He lives in Paddington, Sydney, with his wife, Alison, who is a former diplomat, academic and author. They have two children: documentary filmmaker Anna , and Adam, who works in avant-garde theatre. Richard’s sister is physician, author, activist and speaker Helen Caldicott.

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