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OLD PHOTOS
CLICK ON IMAGES TO ENLARGE
Loretta's Millinery Salon
vintage hat box cover.
If one looks through old photos long enough, one eventually finds the photo that fits the
family narrative. The photo below is one of such proof:
Below is Loretta (center), the founder of Loretta's. In front of her is yours truly, To the left
(facing the photo) is my brother, Anthony Sottile; and, to my right is my first cousin, Anthony Ruberto. (There can
never be too many Anthonys in an Italian family.) Behind Loretta are two of her three sisters: To the left is Mary,
Anthony's and my mother. To the right is Edith Ruberto, mother to Anthony, whose brother James, was not yet a twinkle
in anyone's eyes as his father was fighting in World War II.
After Loretta's death, sisters, Mary and Edith, took over the store. They kept the name, "Loretta's,"
and grew the business.
| Sonsini Family Hdqtrs -- 74 Fourth Street |
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| Loretta With Sister Mary (My Mother) |
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 Loretta's Salon
Then...
Loretta's Millinery Salon was founded in
the '30s by Loretta (Sonsini) Pellegrinelli, an entrepreneur with one idea: Own a main street millinery salon. And, that she
did.
Beside her own energy, she received help
from her family plus the business community. Loretta's Millinery Salon was a success.
Looking back, for Loretta it was a brief
success. In 1946, she acquired an illness which progressed until her passing in 1952 at the age of 45. On her funeral day,
as the auto procession passed through the city's main street merchants came from their shops in respect. Loretta was quite
a gal.
Loretta's did not close after
her death. Her sisters, Mary (Sonsini) Sottile and Edith (Sonsini) Ruberto, took over. The store continued until 1959.
So, for about six decades, Loretta's
had been but memories and artifacts, such as the heat-able hat stretcher next to my desk. BUT, NO LONGER!
Now...
Today, virtual Loretta's is an Affiliate
of Amazon. The eStore is without the burdens of bricks and mortar retailing, plus with a limitless inventory
from Amazon approved vendors whose products/services are under Amazon's Protection Plan.
Marketing is about targeting buyer segments.
Without doubt, the Kentucky Derby (plus the other Triple Crown races, Breeders' Cup, Saratoga Meet, etc.) attracts women to
hats as it does racing tradition to the present. It is an exciting sporting event for fashion from dressy to casual.
With the Derby Day approaching,
what better time than now for Loretta's feature its 2018 "Run For the Roses" Spring/Summer Collection!
So, return often. More women's hats, fashions, and accessories will be added.
I hope that you enjoy the shopping
at Loretta's as much as I do buying for it and hosting this website..
JDS
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| Lorettas Millinery Salon - 194 North Street, Pittsfield MA In the Heart of The Berkshires |
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