English merchant Sir Arthur Lasenby (or A.L. as he was known) Liberty (13 August 1843 – 11 May 1917) opened his first shop in London in 1875. His desire was to sell only exotic items from India, Japan, and other areas of the East.  In 1890, Liberty opened a Paris branch and with that he learned to appreciate the craftsmanship of fine jewelry which in 1894 he began to carry and to receive orders for.  His push for Art Nouveau took off both at home and abroad.  Liberty successfully marketed the jewels, making his company’s name synonymous with the Arts and Crafts style.