Under the Rainbow

From impoverished street vendor to the owner of one of Melbourne's most beloved and magical establishments—this is the inspiring story of E.W. Cole. Under the Rainbow: The Life and Times of E.W. Cole by Richard Broinowski tells the remarkable rags-to-riches tale of a man who changed the cultural landscape of 19th-century Melbourne. Best remembered for his iconic Funny Picture Books and his legendary Cole's Book Arcade—a wonderland filled with a live orchestra, an aviary, monkeys, and a sign that read "Read for as Long as You Like – Nobody Asked to Buy" —Cole was a marketing genius, a passionate advocate for education, and a fierce opponent of the White Australia policy . This is a story of resilience, curiosity, and the enduring belief in the goodness of humanity.