Naming the City of Gosnells
City of Gosnells Museum at Wilkinson Homestead
The following image gallery is a sample of labels and promotional material for products sold by John Gosnell Co. Ltd.This company, established in 1677, specialises in cosmetics, soap, perfume and home fragrances and is still in operation today.
The origins of the City of Gosnells is connected to family who established this company. The bull head from the Gosnell family crest (seen in the trademark label) is incorporated into the design of both the Shire of Gosnells Crest and the current Coat of Arms for the City which was approved by the Royal College of Arms in 1979.
Why the name Gosnells?
The piece of land that was marketed and sold with the greatest fanfare was the farm that had been allocated to John and Frances Davis in 1829 and purchased from subsequent owners by Charles Gosnell in 1862. Charles Gosnell was a director of the John Gosnell firm, who owned land as an investment, but only visited the area once.
This land was sold by the Gosnell family to developers who began marketing it as the Gosnell’s Estate in 1903. The name “Gosnell” would have been well known to folk at this time because the family company was a major producer of toiletries and cosmetics. The developers chose to promote the quality of local soil by advertising that the Gosnell Company had originally bought the property in order to grow flowers for the manufacture of perfume. However, there is no evidence of this and it is probably untrue. The marketing succeeded, many blocks sold and a railway station was established for Gosnells.
Reproduction of Gosnells Estate Advertisement, 1910
John Gosnell and Co. History
The company John Gosnell and Co. has a rich heritage that dates back to 1677. It was originally established by John Price at Three King Court on Lombard Street in London. Over the years, the company has undergone several name changes, transitioning from John Price to Price and Gosnell, and ultimately to John Gosnell & Co Ltd. In its first 150 years, the business experienced numerous partnerships and transformations, including its re branding to John Price and Sons in 1790 and later to Patey, Price and Gosnell in 1817. After John Gosnell became a partner around 1814, the company rose to prominence as the perfumers for the Prince Regent, who would later become King George IV. Following John Gosnell's passing in 1832, the business was split among family members.
By 1840, it was operating as J. Gosnell and Co, focusing on wholesale perfumery and flower distillation. The company continued to prosper, receiving royal appointments and broadening its product offerings to include brushes and combs. Under Queen Victoria's reign, J. Gosnell and Co gained international acclaim with popular products like Cherry Blossom and Famora, and was recognised for its innovative marketing techniques, such as flying hot air balloons in the shape of perfume bottles in France and London.
Design Characteristics of labels of John Gosnell and Co. Ltd. evolved over time: during 1850s-1870s also known as Early Victorian Era the label designs were simple, monochromatic with minimal ornamentation. More emphasis was on text, often featuring the company name and product details. During 1880s-1890s, known as Late Victorian Era, there was introduction of colour and more elaborate designs, use of floral motifs and decorative borders. The company gained prominence and expanded its product range, leveraging royal endorsements to appeal to a broader market. 1900s-1910s, known as Edwardian Era, Art Nouveau with the flowing lines and stylised floral pattern, more sophisticated colour palettes and intricate illustrations dominated the design characteristics of labels.
John Gosnell and Co. Ltd. expanded its operations into Australia in the early 20th century. On September 8, 1909 the company filed several trademarks with IP Australia including Cherry Blossom, Jc, J Gosnell and Co. Limited, John Gosnell, Cherry Toothpaste, Patronised by the Queen. Theses filings indicate that by 1909, John Gosnell and Co. Ltd. had formally established its brand presence in Australia.
