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Though perhaps lesser known to the world at large than some of his contemporaries, Joe LaRose was a true "Shoe Guru" to those in the know. Born in Sicily in 1912, Giuseppe "Joseph" John LaRose's love of shoes began at an early age. To keep her young son out of trouble, LaRose's mother would often send him to a local cobbler's shop to sweep up and collect shoe taps. It was there that LaRose got his first taste of the shoe business. After emmigrating to the United States at age 12, LaRose settled in the Midwest with his family, eventually becoming an American citizen and serving in World War II. By the time he was in his mid-30s LaRose had worked for a series of shoe manufacturers and specialty stores, eventually ending up at Purcell's, a high-end department store in Jacksonville, Florida. At age 38 LaRose, along with his wife Trudy, opened his first store in Jacksonville. Featuring not only shoes crafted by LaRose himself, but also styles manufactured for his shops by top designers of the day, the store was an immediate success. Miami and Orlando locations followed, as did a profitable mail-order business. LaRose developed a loyal clientele who appreciated his exclusive, and oftentimes outrageous creations. They trusted his eye for style completely. He once convinced Betty Grable to wear a different colored boot on each foot. Other celebrated LaRose devotees included Joan Crawford, Jayne Mansfield and Abigail "Dear Abby" Van Buren.
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