AAA was a victim of its own success in some ways. Having been so successful, it was adopted as a model by other companies that began to compete with AAA—marketing fabric, for example, as "etching by the yard" or commissioning artists to do designs for lines of china or wallpaper. Steubenville China marketed its "American Modern" line of place settings as "art translated into dinnerware." In 1958 Lewenthal took over management of Rust Craft Greeting Cards, handling all AAA's decorative arts lines, while Sylvan Cole took responsibility for the New York gallery and the fine art market.