In 1835, John Muston wrote to his brother-in-law, the Birmingham draper Joseph James, from Hobart, Van Diemen's Land. Muston sought to convince James of the profits he might make by diversifying into trade with the other side of the world. Using this family trading network as a case study, this article will discuss the colonial drapery and clothing trades during the 1830s. Common difficulties for shopkeepers of the period will be highlighted, for instance, the necessity of quickly adapting to the reality of the commercial environment they operated within, rather than the envisaged ideal market. Pragmatic solutions for all consumer preferences needed to be ascertained and swiftly acted upon leading to variety of ways to retail to people across the social spectrum. The enterprise and opportunities for international trade created by England's provincial retailers, particularly as part of family networks, is therefore uncovered.
Alison ToplisAlthough there has been much work on both clothing and consumption during the early 19 th century, how clothing was actually supplied to consumers, particularly provincially, has received less attention. 4 Valuable research into Australian colonial dress has been pioneered by Margaret Maynard and shopping during the colonial period by Beverley Kingston. 5 This article will link the supply of clothing and drapery to what clothing customers sought to buy within the colonial context of the town of Hobart, Van Diemen's Land. This analysis will enable conclusions to be drawn about the importance of such colonial markets for both seller and buyer and have implications for research into the provincial retail trade in England.This article is based on over a hundred letters received by Birmingham draper Joseph James, along with associated accounts and bills. However, as these are predominantly written by John Muston it is very much a one sided account. Additional evidence about the business has been found in Australian newspapers of the period, and this has been pieced together with sources from Birmingham to form a picture of the trading partnership of these two men.John Muston lived in Derby and was originally in the tea, hop and porter trades. In 1833, he proposed a deal with James after 'failing' in the hop business. This was an opportunity for the whole family, who had a variety of experiences in the retail trade, particularly in the drapery sector, and the foundation of a 'family enterprise' for mutual profit common during this period. 6 John Muston's father, William, had been a woollen draper in Cloth Fair, Smithfield, from about 1788 to 1805 and his maternal uncle, James Blakesley was also a cloth factor in Basinghall Street, London. Joseph James's brother was involved in the tailoring trade in Leominster, Herefordshire, and he was connected to the Vale family on his maternal side, who were also in the drapery trade in Leominster. James was married to Muston's sister Mary and Muston's wife's brother, Richard Joynes, a tailor, was already in Van Diemen's Land. 7 Although Muston was...