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SFERRA – As the turn of the century approached, Gennaro Sferra left Italy to visit the U.S., in hope of attracting a market for his intricate Venetian lace cuffs and collars. He found his ideal clientele in the grand seaside resorts that once dotted the East Coast from Maine to Palm Beach, and he traveled regularly to sell his goods. In 1905, he opened Factory 5007 San Severo, located in the shadow of the Rialto Bridge in Venice. And in 1912, Gennaro moved his company and his family to a shop on Fifth Avenue in New York. A generation later, Gennaro?s two sons, Enrico and Albert, expanded their father’s collection to include the most luxurious European linens of the day from renowned double damask from Ireland to Alenton laces from France to beautiful embroideries from Belgium and Switzerland.