In 1930, Isotta (1891-1957), Giuseppe’s wife, opened the shop at the historic Hotel Continental on Via Manzoni. She was joined on this adventure by her young son Adelio (1922-1984) who had studied at the Brera Academy and showed distinct artistic inclinations. Adelio’s strong personality helped the company to definitively establish itself after the war, becoming known for its quality gemstones and original models, which were particularly popular with the well-to-do Milanese who frequented Baretto and Biffi Scala.