In 1953, Williams took his first trip to France, where he quickly fell in love with French kitchenware such as copper cookware, and is quoted as saying, "I knew this was something that wasn't found in America, but thought people would want.

"[2] Shortly after returning home, he formulated a plan to import French cooking and serving equipment into America and eventually converted his store into a cookware shop in 1956.

[3] In 1972, along with—and at the suggestion of—regular customer Jackie Mallorca, Williams began publishing a mail order catalog to expand his business beyond the San Francisco Bay Area.

The special weekly series was televised from Williams Sonoma's East Coast flagship store at The Shops at Columbus Circle in New York City's Time Warner Center.

[15] Williams Sonoma's stores and gift registries have been referenced on television shows including Sex and the City (Season 1, Episode 3: "Bay of Married Pigs"), American Dad!