The Story
From a Suitcase to a Legacy
In the early 1970s, a young Italian immigrant named Guido Morana walked the streets of West Tampa with nothing more than a suitcase full of velvet trays and a deep belief in doing business the right way — face to face.
He sold jewelry door-to-door, offering credit to families who trusted him, collecting small weekly payments, and building relationships that would last a lifetime. His customers weren't just clients — they were neighbors, friends, compadres.
In 1974, Guido opened the doors to his first store on Armenia Avenue in West Tampa. The Cuban and Italian communities embraced him, and word spread the way it always does when someone is the real deal — through families, across dinner tables, and at Sunday gatherings.
Today, the next generation continues the family tradition. Many of the customers walking through the door are the children and grandchildren of the very first families Guido served. The pieces change, but the handshake stays the same.
"My father always said: take care of people, and they'll take care of you. That's still how we do business."
— The Morana Family
Guido at his workbench, early 1970s
Our Store, Our Story
Located on Armenia Avenue in the heart of West Tampa, our store has been a neighborhood fixture since 1974 — the same storefront where Guido opened his doors after years of selling door-to-door, building trust one family at a time. Walk in today and you'll find the same warm welcome, the same velvet trays, and the same commitment to quality that Guido built his name on. That original spirit lives on in everything we do.
