Already established in their banking and real estate careers, Larry Khazzam and Joel Ainatchi did the unthinkable at a time when start-ups were not part of the vernacular… they left. “I took a trip to Italy,” Larry recalls, “and was struck by the sheer force of creativity, and perfectionism–down to every detail, even their socks. The incredible natural beauty of Liguria, Tuscany and the Mediterranean were infused into all aspects of the culture. I knew at once I wanted to do something tangible, something that brought the extraordinary to everyday life.”