Time warp photos show Coles stores like you've never seen them with hundreds of beauty products, jewellery and even a lift to get to multiple levels

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The red neon lettering of Coles is a nationwide symbol of fresh, quality food. 

For decades, it has hooked shoppers into its supermarkets with its affordable prices and catchy 'down down, prices are down' jingle.  

Though long before it became one of Australia's biggest supermarket chains, Coles began as a humble 'variety store'. 

The first Coles was opened by founder G.J Coles on Smith Street in Collingwood, Victoria, in 1914.

Written across the wooden partition at the front of the store was the promise: 'Nothing over 2c in this store'.

Within the first 10 days of operation the store had brought in 935 pounds, four shillings and one penny - a small fortune at the time and an indication of a bright future.

Coles made big strides over the coming decades and not only expanded in location but the size of its stores, so that it needed elevators to take shoppers between its many levels.

On top of adding beauty products and jewellery to its inventory, Coles opened the first in-store cafeteria in the 1930s. 

The supermarket and its affordable prices became a saving grace for families during the Great Depression and donated parts of its profits to relief funds, hospitals and nursing homes between 1930 and 1939. 

Today the store continues to deliver on its promise to deliver fresh quality food at 'down down' prices.  

The first Coles was opened by founder G.J Coles on Smith Street in Collingwood, Victoria, in 1914 (pictured) and on the 10th day of trading it had made 935 pounds, four shillings and one penny

Coles made big strides over the coming decades and not only expanded in location but the size of its stores, so that it needed elevators to take shoppers between its many levels. Pictured here is one such lift, a number of jewellery pieces and hairbrushes

On top of adding beauty products and jewellery to its inventory, Coles opened the first in-store cafeteria in the 1930s. In this particular store there were three levels

The supermarket and its affordable prices became a saving grace for families during the Great Depression and it donated parts of its profits to relief funds, hospitals and nursing homes between 1930 and 1939

 Crowds gathered outside the Coles Variety Store at Lane Cove in Sydney in 1949

Coles became a household name that stocked up on fresh fruit and vegetables, beauty products and even jewellery

The red neon lettering of Coles is now a nationwide symbol of fresh, quality food sold in Australia

For decades, it has hooked shoppers in with its affordable prices and catchy 'down down, prices are down' jingle