Finding 'Johnnies' in the archive
We caught up with Paul Flavel, researcher, writer, and the mind behind the John Martin’s book, to uncover how he brought this iconic South Australian story to life. From digging through personal archives to exploring the treasures of the State Library’s John Martin Collection, Paul shares his journey of discovery and research with us.
Guest writer: Paul Flavel, researcher and author of John Martin's Book
The love I have, as thousands of South Australians share, for John Martin’s made the idea of writing a book such an enticing opportunity. However, when I embarked on this journey back in the summer of 2019, I had no idea of the challenges and wonderful experiences that would lay before me. The most significant problem I faced was piecing together over 132 years of history of a department store that had closed in 1998.
Before fully embarking on the project, the first person I met was Richard Hayward, who is part of the legendary family dynasty who owned John Martin’s for over 100 years. I wanted to share what I was doing and, in some way, seek a nod of approval. Not only did Richard approve, but he has also continuously been supportive and very giving in my endeavour to
remember Johnnies.
I then turned my attention to finding the people who made John Martin’s the special place that it was, the staff. Over such a long period, John Martin’s employed thousands of people across the five stores and warehouses, including at Lockleys. So to find people, I placed small articles in the newspaper in hope that there would be people willing to help contribute their memories.
John Martin's lift ladies, supplied by author Paul Flavel.
John Martin's football team, supplied by author Paul Flavel.
Architects drawing of the proposed frontage of the John Martin's building produced by Woods, Bagot, Laybourne Smith and Irwin Architects, 1933. SLSA: BRG 121/1/48
Two lorries parked in front of John Martin's store with banners indicating that they are carrying escalator parts for John Martin's. A large sign on the store front advertises the 65th Summer Sale, 1933. SLSA: BRG 121/1/54
When the articles were published, I was overwhelmed with former staff and customers wanting to tell me their Johnnie's story. From buyers, florists, executives, to lift operators, truck drivers and even Father Christmas (there is only one!), these wonderfully rich stories are what make John Martin’s the department store we remember so fondly.
The stories provide an insight into retail as it evolved over many decades. At the turn of each chapter, the reader can feel the progression of technology, the growth of Adelaide, and the pressures of the changing commercial world that shaped John Martin’s across the years.
Beyond retail, the stories show how John Martin’s, under the Hayward family, played an important part of the arts and culture of South Australia as the first sponsor of the Festival of Arts and the key player behind The Beatles visit in 1964.
Supporting local arts and the community. 'The Slide', a sculpture by John Dowie, was presented by John Martins to the Adelaide City Council in 1977. From left to right; John Dowie, Mr. Virgo (Minister of Transport and Local Government), Sir Edward Hayward (John Martin's chairman) and Lord Mayor Mr. George Joseph. SLSA: BRG 121/1/1297
Father Christmas in the 1965 John Martin's Christmas Pageant. SLSA: B 74438/3
'The Beatles' performing in Centennial Hall, Wayville in June 1964. SLSA: B 54232
'John Martin's Swimming Carnival. Olympic Pool. Wednesday, February, 17, 1954. 6D'. SLSA: BRG 121/30/9
After nearly 100 interviews, I began to turn my attention to gaining access to the business records at the State Library. I was incredibly pleased and relieved to have been given approval by David Jones, who owned John Martin’s from 1985 and retain the copyright of the records. During a very hot January in 2023, I spent three long weeks going through every item in the collection.
As one of the few to have been given approval, I often reflected on how fitting it was that the business records should be housed at the State Library as it was only a short distance from where John Martin’s once stood on North Terrace. Sifting through the treasure trove of the collection, which is made up of thousands of photos, catalogues, company documents, and numerous pieces of ephemera, was one of the great joys of this project.
Explore the collection
John Martin & Co summary record
John Martin photograph collection