Family, fame, feuding, passion, litigation and homicide. All the ingredients of a successful Hollywood soapie like are, instead, the backdrop to the story of one of Italy's best known luxury label clans: the Gucci family. The patriarch of this dynasty was Guccio Gucci. A native of Florence, Guccio was born into a modest family on March 28, 1881. After his father's hat business went bankrupt, Guccio left Florence, first for Paris and then London, where he worked at the elegant Savoy Hotel, the place where royalty and the wealthy liked to stay. Observing their refined baggage, he decided to create his own line of leather goods when he returned to Italy. In 1920, aged 39, he moved back to Florence and, in 1923, opened both a luggage and equestrian shop in via della Vigna Nuova and a small workshop where he employed the finest craftsmen to work for him. By 1937, he had added handbags to his line and relocated to a bigger shop on Lungarno Guicciardini. In 1938, he opened his first shop in a chic part of Rome.