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Merchants of London including trades persons, stall holders and importers to London.
These people tended to keep to their trades, marry withing their community and business interests. They passed on the businesses to sons or sons in law.
Genealogy by association proves most helpful and as we go further back in time, we find the connections stronger within trades or industries.
Please also add merchants to the Merchants project here https://www.geni.com/projects/Merchants/25490
An example of why we need to work on associations: Just about every one of my pioneer grandfathers is named George, and every George seems to be already spoken for, to make the leap back to their homeland and family, associations, occupations, middle names, their childrens' names and all likely possibilities need to be investigated.