Why should you shop in person rather than online? It’s a question that’s increasingly important, as smaller independent retailers disappear from towns and cities across the United States - a trend that disproportionately affects the stationery industry, as the “big pen stores” vanished a long time ago. I’ve never been one to answer this question categorically. Brick-and-mortar retail isn’t inherently better or morally superior. Especially with niche industries like stationery, there are markets that simply can’t support an in-person pen shop, whether that’s due to population/demographics, the cost of real estate, or a wide range of other factors. That said, I do firmly believe that a brick-and-mortar retail space - if the business will support one - offers a handful of distinct advantages that an online shop will never be able to replicate. Today I’ll talk about several areas where I think a physical pen shop offers customers a unique experience. While I discuss these five factors from the perspective of buying a fountain pen (they are often the trickiest to purchase, especially for the first time), they apply to other products as well.
You Can Pick Out Your Specific Pen. I find this to be a huge advantage when I’m considering an expensive pen in an unusual material where there might be a lot of variation between different items. Case in point: in a couple of recent YouTube videos (including the one below), I discuss the Leonardo Momento Zero Nuvola, which features a multicolored swirl pattern that’s different on every pen. When I visited Vanness Pens last month, I was able to look at a handful of pens and pick which specific pattern appealed to me the most.
You Can (Usually) Test Nibs. This practice will differ by retailer, but unless the pen is limited, a collector’s item, or extremely expensive, most retailers will allow you to at least dip a pen in ink to test the nib. In my own shop, I generally keep a set of pens inked so that customers can test out specific models and see which one best fits their handwriting.
You Can More Easily Match Pens and Inks. If you’re someone who likes to pair fountain pens with a specific ink that complements the pen’s color or design, it’s much easier to do this in person than online. You have the pen with you, which you can compare against the ink swatches most retailers have available. There’s really no substitute for seeing inks in person, given how much color calibration can vary among computer monitors and phones.
You Can Learn How Different Filling Systems Work. Vacuum fillers such as the TWSBI Vac700 and the Pilot Custom 823 can be tricky if you’ve never used one before, and I’m always willing to do an in-house demonstration with one of my own pens or to allow customers to fill a new pen in the shop so that they can ask any questions. In other words, you can ruin my carpet instead of yours!
The Retailer Can Learn Your Preferences. I can always offer better recommendations if I have the ability to see in person how someone holds a pen and their handwriting style. Once I’ve seen this in person a couple of times, I have a better sense of what the customer likes and can even alert them to new pens that might be coming into the store before they’re released. It’s hard to develop that sort of customer relationship online.
I go into more detail on this topic in yesterday’s YouTube video. You can also watch me pick out my Leonardo Momento Zero Nuvola and select a nib.
What If You Don’t Have a Pen Store Near You?
Unfortunately, given the somewhat niche nature of the stationery business these days, most communities lack a designated pen and stationery store, and many communities don’t have a store with any meaningful stationery selection. While I love in-person retail, this is the main reason why online stores will always have a place in the market and why I continue to focus on growing the online T.G.S. business to reach those who have few other options. That said, even if you don’t have a pen store near you, local or regional pen clubs that meet periodically (even monthly or quarterly) can give you a chance to try before you buy, and of course the series of pen shows held across the country every year offer in-person shopping opportunities if you’re willing to travel.
To that end, if you’re ever in the Nashville, Tennessee area, please stop in and see us! We’d love to welcome you in store and answer any questions you may have.
The Gentleman Stationer is open most weeks Thursdays and Fridays from 1-6 and Saturdays from 10-6. Our site is entirely self-supported through the shop and the T.G.S. Patreon Program.