In 1976, in a small venue in Figline Valdarno's old town, upon the initiative of Alvaro Monsecchi, Sarri Anna was born, a firm named after his wife: they only produce plexiglass and wooden handles, the latter ones banded in leather or subsequently lacquered, for umbrellas and luxury handbags. Alvaro with the help of his son-in-law, Marco Gonnelli, in his early twenties, works these materials entirely by hand, using cutters, grinders, and discs. Following a customer's request, animal-shaped handles (goose, boxer, horse, and elephant) are produced, either for walking or decorative sticks. In 1982, the headquarters move to a larger venue in the country's old town and in 1987 the firm changes its name becoming Monsecchi Alvaro, with the owner now retired. In that same year a clothing company in Figline, Alessandro Naldini, proposes to Alvaro a prototype of wooden hanger. This is the real turning point: by word of mouth among the various companies, the production of hangers is far superior to the old production of handles. Customers of the calibre of Prada and Fendi arrive, and prototype variations begin at customer's request.
In 1992, Marco Gonnelli takes over the company, with its current name. Alvaro will continue for about fifteen years to work next to his son-in-law, and the AM monogram wants to remember the person who, with so much passion and dedication, has started this business. In the same year, a part of the venue is restructured and a showcase for retail sale is created: the first creations for the public were wooden flowers, jewellery boxes, bracelets, and rings, together with the hangers, walking sticks, and umbrellas. In the meantime, great reward comes from the high fashion world: AM is the star of the runaway show of Gianfranco Ferré with jewels made of precious woods, and it produces thousands of bamboo handles for Gucci's handbags, it starts the continuous production of Salvatore Ferragamo coat racks, and, for the Florence museum of this prestigious fashion house, it will also manufacture some exclusive plexiglass shoe trees. Thanks to the success achieved during the years, in 2006 the expansion of the company's premises is necessary: AM moves to the current headquarters in Reggello, where Marco Gonnelli, always relying on his skilled manpower, continues to work wood and plexiglass with the greatest care and artistic vein as when it all began.