28/04/2024
1915
Harry and Esther moved around Australia and now had four children, Maurice, Nona, Montague (Monty) and Harris. Darrell was not yet born. They spent time in Ceduna, South Australia, where Harry became involved in catering, baking and toffee making.
1917
Harry and Esther moved to Sydney and opened a fruit and vegetable shop on the Corso, Manly, where Harry started making toffees and hard candies to grow the business. Soon, fresh-to-the-counter, European-style toffees were displayed alongside their fruit and Darrell Lea’s reputation for its store displays was forged!
1924
Harry and Esther abandoned fruit to focus on confectionery, opening a milk bar and confectionery store at 69 George Street, Haymarket, Sydney, the ‘King of Sweets‘. While competitors were selling chocolates for two or three shillings a half-pound, they sold theirs for one shilling.
1927
Esther and Harry’s fifth and final child is born, Darrell. Because of his family’s improvement in living standards Darrell was able to attain a formal education. He was the only one in his family to do so.
1929
The first city store opens, at 128 Pitt Street, Sydney and the theatre and instore experience all their shops would become famous for, begins. It’s the height of the depression and the business motto was “Freshness and Affordability”. The family worked fourteen-hour days, seven days a week so their product could be fresh, and families could afford it even in the Depression. The first record of family members earning a wage would not be for another six years, in 1935. In store now Tasko Sweets Club Crossing Centurion.
