My father always told the story of when, in the middle of the crowd in New York, he saw in the distance a man wearing our historic black backpack with the Genzianella logo

I first arrived at Genzianella Sport in 1978, when I was twenty years old and working as a ski guide for a Swedish tour operator. The ski shop was run by Pepy Garnero, who made my Maxel skis the fastest on the slopes. Marisa helped all my Swedish clients with ski clothing, but also with elegant and fashionable outfits worn along Cervinia's elegant pedestrian street and the streets of Stockholm. Their service was outstanding and worth every lira. Since then, the impeccable service has remained the same; only the currency and the people have changed: now it is the euro, and daughter Lolly and her husband Giovanni Battaglia run La Genzianella. I have happily called the shop one of the best in the Alps and continue to return as often as possible. Sometimes for ski maintenance, sometimes to buy new clothes, sometimes just for a coffee and a chat.