The Golden Age

After celebrating his 50th birthday with friends from around the world in 1950, Giancarlo and his wife were living their dream of early retirement. They split their time between their spring home in Lucca, Italy, and their summer retreat by the sea in Siracusa. Life seemed perfect, until a sudden tragedy struck-- the death of the caretaker for their olive oil business. The loss disrupted their luxurious lifestyle, pulling Giancarlo out of retirement to take over marketing for his family's 200-year-old business.

What started as a simple task turned into a decade-long journey that would reshape his life, as he worked to expand the olive oil business in both Italy and the U.S. Set against the backdrop of one of the most transformative periods in American history, Giancarlo's story spans the 1950s--a time of booming prosperity and profound change.

From the rise of suburban living and shopping centers to the revolution in cinema and literature, Giancarlo navigates a world in flux. The automobile industry flourished, and cars from the era are now prized by collectors. The Civil Rights Movement, led by figures like Martin Luther King Jr., began challenging the deep-rooted racism in America, while the nation dealt with the aftermath of the Korean War and the growing conflict in Vietnam.

Above all, television changed everything--bringing entertainment, news, sports, and advertisements into the homes of millions, driving consumer culture and reshaping the economy. This was a time fondly remembered as 'The Golden Years, ' when America was on the cusp of modernity, and Giancarlo was part of it all.