CERRUTI MERCANTILE

I'm proud to be the great granddaughter of an Italian immigrant, Eduardo Cerruti, who came to the USA with no money and no language skills.  He became a successful businessman and a pilar of the Italian-American community in San Francisco, California. He owned and evolved many businesses including a wine and liquor imports company named Cerruti Mercantile and later Promotion Wine & Liquor. He owned several buildings including the Lido Night Club and Hotel Entella. His life’s work culminated in creating a salt water-fed pool called the Crystal Palace Baths/Plunge in San Francisco's Italian neighborhood, North Beach. His life and work inspires me everyday. Here is a collection of articles, images and ephemera pertaining to his legacy.