The other day a customer asked how long we had been open, and it hit me that a YEAR had passed since the physical T.G.S. Shop opened its doors on Kenilwood Drive in Nashville. So how has it gone? Despite an “eventful” 12 months, I have zero regrets about making the decision to start a brick-and-mortar shop and grow The Gentleman Stationer further. It’s not only helped me to fulfill a lifelong goal of operating and running my own business, but has given me the opportunity to create a space in my hometown that I’ve always wanted to exist: a local shop exclusively focused on high-end stationery for actual writing. I figured today I should take a bit to reflect on all I’ve learned over the past year, and also share some exciting new developments and news on upcoming events!
And to think this is where we were a year ago!
Five Things I’ve Learned from Running a Brick-and-Mortar Stationery Store
Your Local Pen Community Is Important. While it may seem as though all hobbies - even analog ones - are moving online these days, I can’t imagine doing this without my regular customers and pen club members who continue to show up every weekend like clockwork. Their patronage and enthusiasm not only supports the shop directly, but directly contributes to growing our local community as a whole. Having regulars hanging out and talking in the store spreads the word about things like pen club, pen shows, new products, and events, which not only translates to return business but a growing local pen community. Middle Tennessee Fountain Pen Club meetings and annual events such as the upcoming Pelikan Hub seemingly draw more attendees every year!
My Online Presence Is Equally Critical. Even for local businesses focused on local customers, having an online presence is crucial because even those who want to shop local use the internet to find their local stationery store. And while there will always be a few things I wish I had done differently, growing the retail business online before attempting a brick-and-mortar store is not one of them. Everyone advised me that it would take 6 months to a year for customers to really start to “find you,” and while the physical shop more than funds itself now, having the online business provided a safety net that helped me sleep at night during those first months.
Steady Growth Is Better Than “Going Viral.” I’ve intentionally focused on steady growth of the business at a pace that I find both sustainable and enjoyable to run. Yes, I could invest heavily in cultivating a presence on every social media network, attending multiple pen shows and out-of-town events per month while others ran the shop in my absence, and bringing in every trendy new pen or ink line that comes my way, but that’s not the kind of business I want to run. I enjoy being in the shop personally, and my business model is focused on heavy curation and offering those products that I understand and can recommend coherently. We’re expanding, but at a pace I’m comfortable with.
I Actually Enjoy Running Events. More on this below, but I really enjoy organizing and hosting gatherings. Every Saturday in the shop feels like a pen show! I’d like to expand the T.G.S. in-store experience to include things like brand takeovers, trunk shows, classes and workshops, and even analog-themed community events like pen club meetups, game nights, and/or book clubs. We are adding additional space and reorganizing our current location to make it easier for us to play host, so look for additional details and announcements in the coming month as we are getting closer to making this a reality.
I Need 36 Hours in the Day. For anyone who has ever worked for themselves, this is self-explanatory. Even at a “sustainable” pace, there’s always something else to do, and for me it poses somewhat of a risk to my mental health and stamina because when I’m really enjoying a project I want to work on it all the time. Finding more of a balance - and a true day off - is going to be a focus for the year ahead.
For our initial event - and hopefully to kick off our new shop location - Shawn and Lisa are coming to visit! They’ve both been invaluable friends and colleagues over the past year, and I’m looking forward to hosting!
A Special Announcement for Next Month: Lisa Vanness and Shawn Newton In-Store October 17-October 19!
So what’s next? Now that the growth phase has slowed down a bit, as mentioned I want to start holding some in-store special events. First up is a weekend takeover featuring my friends Lisa Vanness of Vanness Pens and Shawn Newton of Newton Pens, who will be in-store the weekend of October 17 through October 19 so save the date if you plan to be in Nashville! Lisa will be bringing exclusive inks and other uncommon items from Japan (among other things), and Shawn will of course have his Newton Pens lineup. Please stay tuned for exact details, including possible special/expanded hours.
Want to Hear More Stationery Talk and Behind-the-Scenes Stories? We’re Launching a Podcast!
Those of you in the T.G.S. Patreon likely already know about this, since you’ve had access to the first two “pre-episodes,” but Lisa Vanness and I are launching a podcast that will be released 1-2 times per month, focused not just on the retail side of stationery but on more in-depth discussion of the stationery we personally enjoy and how we use it. For now, the episodes are Patreon-exclusive but look for a public release sometime during the fourth quarter of 2025.
A special huge thank-you to all of you who have supported the Gentleman Stationer going back to 2014, and who have made all this possible, especially our Patreon Supporters who believe in us enough to provide monthly support via the T.G.S. Patreon Program. Support goes beyond the monetary contribution - simply knowing that there is a dedicated group of people who believe in you and show up every month makes this worthwhile.
