Friendly Faces

On the corner of Micalo and Charles Streets in the coastal village of Iluka, for over thirty-five years the warm smiling faces of Jim (1896-1975) and Flo Steele (nee Cullen 1899-1987) welcomed customers into their convenience store. Jim and Flo moved to the village in the mid-1930s to begin running their small grocery shop. But like many small-town small-business operators elsewhere, they did so much more for their community than help residents get their weekly groceries.

The shop’s noticeboard was always full of local handwritten adverts offering everything from properties for lease or sale to reserving tickets for films at the local picture theatre. Away from their store, Jim and Flo helped organise and run local social events, from ballroom dances to card-game evenings, they donated goods from their shop as grand prizes.

They had a particular fondness for Euchre, a trick-taking card game played with two to nine players. The tournaments they held at the Iluka Soldiers Memorial Hall raised money for local causes—often for the church or community members in need.

In 1940, Jim played a key role in setting up the Iluka War Effort Association and was immediately elected treasurer. Together with Flo, he rallied the community, using their beloved Euchre nights to raise funds for the Australian war effort. Winners took home chocolates and sweets and had their names announced in the local newspaper.

But Flo’s involvement in the community didn’t stop there. She worked with the local orchestra to organise live music for their dances, adding a special touch to every event.

In November 1974, the year before Jim died, the couple celebrated their 50th wedding anniversary surrounded by many friends and well-wishers. Sir Robert Askin, former Premier of New South Wales, sent a telegram of congratulations.

Looking at their portrait, it’s easy to see their kindness and imagine the good times and goodwill they fostered at Iluka, especially during the years leading into, and the decades that immediately followed, WWII.

Today, many residents well remember spending their pocket money on drinks and ice cream at Jim and Flo’s and taking these across Charles Street to the Picture Show, also held in the Iluka Memorial Hall.