Business Women of the Whitsundays

The Misses Valmadres

The contribution of women to the growth of our shire was often underestimated and undervalued. However, from its earliest time, women were playing a major role in the development of the shire, not only in their customary roles as wives and mothers but as active, essential and successful members of the business community. Three such women were sisters, Erminia (Min), Mavis and Edna Valmadre.

In 1911, Battista (Jack) Valmadre and Margherita (née Cecini) moved to Kelsey Creek from Ravenswood where Min and Mavis had been born. Edna was born three years later.

While she was still quite young, Erminia (Min) moved to Brisbane and worked with her aunt, Nora Keane (née Cecini) who had established a dressmaking business in the city after leaving Ravenswood where the Cecini family lived. Min worked under the professional guidance of her aunt for six months to fine-tune her skills and develop her natural talent for dressmaking before returning to Proserpine to start her own business - perhaps the early twenties - in a little shop which was owned by Mrs Beames and situated near the Grand Central Hotel.

When Mavis and Edna joined Min, the business became known as M. Valmadre and Co. They worked from Dobbos building near the State School (then located opposite the Post Office). The building consisted of a central showroom and two side verandahs, one from which Harry Muller sold bikes and the other from which the Valmadre girls operated their business for some years.

On June 1 1935, “Proserpine Guardian” reported -

“The Misses Valmadre have opened a drapery business in the old ABC Bank building and have a new stock of drapery, millinery, hosiery, dress lengths and ladies’ apparel on display. The new business will be known as “Valmai Salon” where the latest in dress lengths and ready to wear frocks may be purchased at reasonable rates. A feature of the business is that dressmaking will be carried on as usual by Miss Min Valmadre and customers’ own material will be made up if desired.” (The site is now the premises of the Prince of Wales Hotel Bistro).

The Valmadre girls built up an enviable reputation and dressed their clientele with flair and distinction. Fitting rooms were set up in part of the living quarters at the back of the shop. Min did all the cutting out and fitting, Edna and Beattie Brown sewed, Mavis was in charge of the buying and selling with Rita Biggs/Fraser as the shop assistant. Mavis specialised in the beading.

Over the years, numerous local girls learnt their trade at the Valmai Salon and went on to do dressmaking in their own right. The museum archives contain some wonderful stories shared by local ladies no longer with us.

· On her father’s advice, Irma Pini (later Borellini) approached Min Valmadre for a job. Irma was thirteen at the time. Can you hold a thimble?” Min asked. “Yes, Miss Valmadre,” she replied, “We do a lot of fancy work at home with Mum.” “Come on in then – you can start now,” replied Min. Thimbles were an absolute must!

· Moofie Johnstone (née Paradies) recalled how they had to make crepe de chine bloomers, mostly by hand, especially for Mrs Valmadre - and always with lace around the edges!

In 1942, with the fall of Singapore, the bombing of Darwin, and the war entering a more dangerous phase for Australia, the Valmai Salon was closed when all three Valmadre girls joined the services. The Valmai Salon did not re-open after the war as the sisters moved in different directions.

Story and photo courtesy Proserpine Historical Museum

L-R Edna, Min and Mavis Valmadre. Photo supplied.