 The Iron Factory – Light
Fixtures
The evolution of this company is truly a story of "serendipity". "Serendipity" is defined as:
the faculty of discovering desirable or valuable things accidentally or
unexpectedly.
Getting stuck in another Philadelphia snowstorm, Sheldon Nitzky, an independent lighting sales
representative, decided this was the final straw. "That's it, he said, "We're
moving to Arizona and I'm starting a
high-end, lighting showroom and mail order business.
Arriving in Arizona, Sheldon discovered that the Wild West mentality was still
riding high. No one wanted to sell this newest pioneer any product for his
showroom.
Angry, frustrated and needing to earn a living for his family, Sheldon said,
"Damn it. If no one's going to sell me product, I'm going to make it myself!"
The very next day he bought $2,500 worth of used sheet metal equipment.
Serendipitously, an out-of work, sheet metal worker came knocking at the door.
"Can you make lanterns?" asked Sheldon.
"I can make anything if I have a pattern." Said Steve. And so it began.
Within a short time, Steve and Sheldon's lanterns were seen on the finest homes
all over the Wild West.
Serendipity II: A master blacksmith from Germany arrived looking for
employment. He and Sheldon collaborated to design iron products from the most
exquisite of classic European designs. A forge was ordered from Germany and the
blacksmith began to ply his trade. Now, exquisitely turned chandeliers came from
the small factory and the fires of the forge ignited a passion for creating
beauty and superior product.
Serendipity III: A lighting representative visiting Arizona from Dallas
invited the small company to show their product in his showroom at the
World Trade Center. The overwhelming
reception the company received at the show determined the next step forward for
2nd Ave. Design. 2nd Ave. Design launched a national product line in 1987
playing a major role in heightening the growing recognition of American–made,
handcrafted products.
The rest is history but the serendipity is reborn in every product. We hope
you've enjoyed the story of the evolution of our company, as we know you will
enjoy your purchase for years to come.
Visit at
http://www.2ndave.com/index.html
|
|
See Listings for:Home Décor
POSTED:
Monday Nov. 22nd, 2004
|
|
 |
 |
|
|
|
MORE ARTICLES 
VIEW ALL ARTICLES
