MILE 290 : EAST AURORA -- When Elbert Hubbard settled in this village on Route 20A in 1894 -- after selling his share of the profitable Larkin Soap Company of Buffalo -- he and his first wife , Bertha , and their children built a house on a side street and , after a trip to England when he saw William Morris and his Kelmscott Press , Hubbard set up his own small print shop .