Built: 1909 (building), 1929 (shopfront)
Address: 310 George Street
Architects: James Clark (1909), Miller & White (1929)
Builders: George Lawrence (1909), Ross, King & Mullenger (1929)
Glass artist: Robert Fraser

The Adams Bruce Ltd shopfront, photographed by A.A. Ancell in 1929. Hocken Collections – Uare Taoka o Hākena, MS-2931/050/001.

An illustration of the rebranded Ernest Adams shop, from an advertisement in the Evening Star, 27 May 1936. Image courtesy of Allied Press through Papers Past.
The lead-lighted shopfront of Plume has added a touch of panache to George Street for over ninety years. Built for the retail bakery chain Adams Bruce Ltd in 1929, it originally showed off arrays of cakes and biscuits, and the company’s Queen Anne brand of chocolates. Just a few months after its completion, Adams Bruce split in two, and the South Island operation became Ernest Adams Ltd. The shop operated under this name for nearly fifty years.
Ernest Adams (1892-1976) was an English-born baker. His father, Herbert Adams (1860-1953), had owned a large bakery business in Taunton, Somerset. Herbert went bankrupt after planned expansion went wrong, but successfully re-established himself in Melbourne in 1909. He made his fortune and introduced mass-production cake baking to Australia, where the Herbert Adams brand survives to this day. Herbert’s sons followed him into the bakery trade and Ernest opened his own shop in Melbourne in 1915. He soon moved to Ballarat, where he married and did well in business, but tragically his wife died in childbirth. He moved briefly to Tasmania, and in 1921 decided to try his luck in New Zealand, where economic prospects looked brighter.

An Ernest Adams advertisement from 1934, outlining some of the product range. Christchurch Star, 30 August 1934.
Ernest met Hugh Bruce, an established baker in Christchurch, and they agreed to pool resources to form Adams Bruce Ltd. Ernest had already bought the Dunedin bakery of his brother, Joe, and within two months the new company had three shops in Christchurch, two in Dunedin, and one each in Timaru and Oamaru, with further distribution to independent ‘agencies’. This was also an eventful time for Ernest personally, with his marriage to Jean West in 1922. Early that year Adams Bruce expanded into the North Island, and by 1925 it used over four million eggs per year and even had its own poultry farm.
The first Dunedin shops were at George Street and Cargill’s Corner. A third shop opened at the Grand Hotel corner in 1922, and a fourth at the Gardens in 1928. Ernest initially lived in Dunedin, as did his three sisters, but in 1923 he moved to Christchurch, home to the Adams Bruce head office.
Adams Bruce expanded into chocolate, bringing over an expert from Canada and establishing a factory in Wellington. Launched in 1926 under the Queen Anne brand, the chocolates were sold both loose and in boxes, with a portrait representing the queen on the lid. This looked little like the real Queen Anne, with dress that appeared more Tudor than early eighteenth century, but the image served its marketing purpose well. The extensive product range included such delights as the Strathcona Vanilla Cream, Kismet (‘cocoanut cream’), Ginger Jellies, Nips (rum flavoured, with a darker coating), Gloucester (Brazil nut in cream), Trinidad Plain blocks, and marshmallow bars.
In 1929, Hugh Bruce decided to sell his share of the firm, but Ernest didn’t have enough capital to buy him out. Shareholders bought the North Island business and retained the Adams Bruce name. Ernest took ownership of the South Island assets and formed a new company, Ernest Adams Ltd. Each company agreed only to sell bakery products within its respective island. Adams Bruce retained the chocolate factory and operated separate Queen Anne shops in both the North and South islands. Ernest Adams continued to stock Queen Anne chocolates.
The George Street shop had moved only weeks before this restructuring, from 203 to 209 George Street. Those are the old street numbers. The current numbers date from 1950 and the move was from the northern half of where The Good Oil café is now (316 George Street) to the Plume site (310 George Street).
The existing building had been erected in 1909 for the bootmakers and repairers Lawry & Restieaux, with architect James Clark and builder George Lawrence replicating the facade treatment of an adjoining building on the corner of Hanover Street. Edward Walden had designed this in 1906 but it was demolished in 1991, so now only the mimic survives. The bullnose verandah on the 1909 building featured decorative cast ironwork by Brinsley & Co., bearing the words ‘Rugby House. Lawry & Restieaux. Bootmakers and Repairers’. The firm also had its name burned into tiles below the window frames. Fitted out in Oregon pine, the shop opened into a large ladies’ fitting room with adjoining lavatory. This lavatory was an important facility as there were no public conveniences for women in the central city until 1910. A single-storey workshop occupied the back of the property. Upstairs, a professional’s room faced the street, with a separate three-bedroom dwelling behind it.

A postcard showing George Street in late 1909 or early 1910. Rugby House, the premises of Lawry & Restieaux, can be seen at the far left, adjoining similarly styled buildings demolished in 1991.
Lawry & Restieaux appeared to be flourishing, repairing 5,000 pairs of boots per year, but they lasted less than a year in their new premises. Other footwear businesses succeeded them: first Hilliker & Co., and then Rugby House Shoe Stores.
From the 1920s the building was owned by John Hillsdon Hutton (1873-1949), who since 1918 had operated a music and sports shop in the adjoining building to the north. It seems he used the top floors of both buildings, and for time ran a studio where he taught violin, piano, banjo, Hawaiian steel guitar, and other instruments. He is best known for owning Cargill’s Castle and opening a cabaret there. After serious illness he experienced a religious epiphany, and in 1944 he dedicated the castle as ‘a church to save souls, to heal the sick, and to help the distraught minds of the people of this country’. Part of his George Street buildings became the ‘Cargill’s Castle Mission Hall’.
Adams Bruce leased their premises from Hutton. Architects Miller & White designed the alterations made at the time of the move. The relatively new partners, Eric Miller and Jim White, had recently bought the local practice of Edmund Anscombe when he moved to Wellington. Their other late-1920s projects included the Regent Theatre, the Fels Wing of Otago Museum, and the remodelled Allbell Chambers in Stuart Street. Rodney Dalziel, the last principal of the firm, credited the Adams Bruce shopfront to Miller in particular, but I haven’t found any further evidence to confirm this. The drawing isn’t enough to go on. It looks more like White’s hand to me, but the practice was big enough to employ numbers of draughters adept at preparing finished drawings under the supervision of the principals and in the house style. The drawings show many aspects of the completed work, including the ‘birdcage’ entrance structure, the stylish doors, bevelled glass panels, and some of the lead-light patterns. A striking feature not shown is a stained glass Queen Anne emblem.

The Adams Bruce Ltd shopfront, photographed by A.A. Ancell in 1929. Hocken Collections – Uare Taoka o Hākena, MS-2931/050/002.

‘Proposed alterations to shop front George St for Messrs Adams Bruce Ltd’. Drawing by Miller & White, architects. Hocken Collections – Uare Taoka o Hākena, MS-2758/0554.
The clients presumably contributed to the design to some degree. A 1970s source attributes it to Jim Quin, who it turns out was both the first manager of the shop and Ernest Adams’ brother-in-law.
I almost gave up trying to identify the glass artist responsible for expanding upon and realising the vision. The building permit issued in June 1929 records the builders as Ross, King, & Mullenger, but the glass subcontractors are not named in council, architect, or newspaper records. The main local firms carrying out lead-lighting at this time were Smith & Smith, Arnold & Raffills, John Brock, and Fraser’s Art Glass Works. It was only when looking through my photos that I saw ‘Queen Anne’ had been staring me in the face with the answer the whole time! Her background is subtly signed ‘R.H.F.’. These are the initials of Robert Henry Fraser of Fraser’s Art Glass Works. He was one the country’s best glass artists and his work featured in many churches, houses, and commercial premises. He produced lead-lights but was best known for his stained glass. Examples of his work include the Stuart Memorial window in Knox Church, several panels in the house Melrose on Highgate, and the Salisbury Cathedral window for Arthur Barnett Ltd (now in the Meridian Mall).
The original doors with their bevel-edged glass happily survive, although a carved feature above them has long gone. Granite facings have twice been covered over, the last time when found to be too damaged to practically restore. A rubber carpet with the firm’s monogram in the centre reportedly led to the front door, but it is not seen in early images. The 1929 changes included the replacement of the original verandah with a suspended one, and this might have been when steel-framed windows replaced the original wooden sashes on the first floor. Pressed metal ceilings date back to the original Edwardian build.
The elaborate shopfront reflected the successful marketing strategies of the Adams family companies. In Australia, Herbert Adams put his shops on streets with heavy foot traffic, presenting massed displays of cakes on glass shelves, often with their cut faces to the window. Ernest made similarly special features of his window displays.
Ernest Adams Ltd removed its George Street commercial bakery to new buildings in Great King Street in 1931, with Miller & White again employed as architects. The bakery stood where the Bella Vista Motel is now.
Gourley’s delicatessen, or ‘Delicacies Ltd’, shared the shop between 1931 and 1950. This business was well-known for its pies, meats, and ready-cooked meals.
After the Second World War, the centre of shopping activity shifted northward, benefitting some established George Street businesses. Small business associations formed to promote their own particular blocks. The block with Arthur Barnett, Penroses, and the DSA, was promoted as the Golden Block from 1956. Malls opened here: Harvest Court (1970), the Golden Centre (1979) and Centre City Arcade (1985). The block to the north, which included the Ernest Adams shop, contained many small businesses. From 1955 its business association marketed it as the Progressive Shopping Centre. In 1977 this name gave way to New Edinburgh Way. The Dunedin City Council and its architect Bill Hesson supported a project that aimed to facelift the businesses ‘in authentic style and colours of the early twentieth century’. Verandah fascias were painted in dark red, giving something of a unifying effect. The Ernest Adams shop fitted right in with the new theme, one article stating: ‘Old-fashioned goodness is a key-phrase at Ernest Adams and in its windows you can still see the cakes that grandmother might have bought fifty years ago when she was too busy to bake. There are simnel cakes, Genoa fruit cakes and even Napoleon sponges.’
In 1974, Ernest Adams bought out the bakery business of Adams Bruce, reuniting the firms and creating a nationwide company. The company decided to rationalise its business, phase out the retail shops, and concentrate on distributing its products wholesale. The George Street shop closed on 3 August 1979. Control of the company fell to a corporate raid in 1995, leading to the end of Adams family involvement. The Great King Street bakery closed that year, and Goodman Fielder bought the business in 2000. The Ernest Adams brand continued until 2022, when Goodman Fielder deleted the range without offering its customers even the courtesy of an announcement. The Queen Anne brand had been withdrawn in 1976 but remained a separate entity. It was successfully relaunched by Sarah Adams, granddaughter of Ernest, in 2011.
Margarita and Chris Robertson opened Plume in 1979 and the space has retailed exclusive ranges of fashion for 44 years – nearly as long as it offered Ernest Adams cakes! Margarita launched the now famous label NOM*d (as in nom-de-plume) in 1986 and you can read about its nationally significant history at the New Zealand Fashion Museum. In 1994 the retail space at 310 George Street nearly doubled when a new steel stairway opened up the shop into the disused first-floor flat. The alterations retained many heritage features. As it did in 1929, the shopfront continues to impress, and it seems as well suited to promoting clothing as to showing off tasty treats to eat.
310 George Street is listed as a Category 2 Historic Place by Heritage New Zealand Pouhere Taonga.
Newspaper references:
Evening Star 1 October 1909 p.6 (Lawry & Restieaux opening), 10 September 1929 p.2 (brief description in ‘The Home Builder’), 19 May 1936 p.10 (Gourley’s), 6 July 1938 p.16 (advertisement listing Ernest Adams shops and agencies), 2 November 1940 p.1 (J.H. Hutton, above Ernest Adams), 19 January 1945 p.5 (Hutton and Cargill’s Castle); Otago Daily Times 1 October 1909 p.7 (Lawry & Restieaux opening), 24 July 1925 p.12 (four million eggs), 8 May 1933 p.8 (fire, ownership), 19 May 1936 p.9 (brief history of Gourley’s Delicatessen), 24 October 1950 p.9 (closure of Gourley’s George Street branch), 30 November 1967 p.14 (Progressive Shopping Centre feature), 29 November 1977 p.16 (New Edinburgh Way feature); 27 September 1978 p.9 (New Edinburgh Way, James Quin), 24 July 1979 p.12 (closure of Ernest Adams George Street shop), 29 September 1995 p.19 (closure of Great King Street bakery), 21 September 1994 pp.32-33 (Plume supplement); Auckland Star 28 August 1931 p.10 (Queen Anne range); New Zealand Herald 18 September 1931 p.3 (Queen Anne range).
Other sources:
Adams, Hugh. A Baker’s Tale: The Life and Times of Ernest Adams (Christchurch: Hazard Press, 2005).
Ledger (Miller & White) from Dalziel Architects records MS-2758/0146, Hocken Collections, Uare Taoka o Hākena
Entwisle, Peter. Schedule Heritage Place Report B126 for the Dunedin City Council, 2013.
Stone’s, Wise’s and telephone directories
Dunedin City Council permit records and deposited plans
Acknowledgments:
Special thanks to Meg Davidson, for her interior photographs; to Brian Miller, for sharing his expert knowledge of glass artists; Prue Milbank, for help with council records; and to the late Peter Entwisle, with whom I discussed the history of the building back in 2013. Hugh Adams’ book, referenced above, is a great read and a mine of information.


































































































