Nottingham once boasted a thriving lace industry and Levin Brothers was a prominent player, having been launched in 1911 by Jack and Lazarus Levin.
But 37 years after the business closed, the new generation of Levins are reviving the tradition.
Aaron Levin, 25, said he took on the Levin Brothers name for his fragrance business to honour the memory of his grandfather Louis, who died in 2014. Now with brother Aden, 28, he has branched out into lace, opening a shop in a Grade II-listed former Nottingham lace mender's house.
"It's amazing for the family, because it was our business for years and years," he said.
"And in general, everyone's just so happy to have something to do with Nottingham lace being back in the city.
"We've got a producer in Scotland who has the original Nottingham lace machines and we're using the old Nottingham designs, too."
The brothers, members of Nottingham Hebrew Congregation, rejected the council's offer to name their shop after the Lace Museum which closed seven years ago, instead choosing to call it Place4.
"The place is beautifully crazy. We have lace hanging from the ceiling and the walls so you'll talk about it after you leave," Levin said.