The quill is back: Levenger reintroduces pens from other makers

A few years ago when Levenger stopped selling pens made by other manufacturers, I got a phone call from an angry customer. “What do you mean you’re not selling Pelikan anymore?” came the gruff male voice on the line. “You got me into fountain pens in the first place and now you’re only going to sell your own brand? Big mistake.”

The customer was an attorney and a persuasive fellow, and I explained my thinking like this:

Customers could buy Pelikans and other brands elsewhere, I told him, but they could only buy Levenger from us. And what customers bought the most from Levenger were, indeed, our own pens. I wanted to pounce on the opportunity and improve our own line of fine writing instruments. It would be a chance to explore new designs and while we were at it, to build up our line of refills.

The customer conceded I had a point and then signed off by reminding me we were making a big mistake.

We continued to explain ourselves to many disappointed customers in our stores and over the phone and in emails. We had a lot explaining to do, since at the time we stopped selling pens from other makers, Levenger was the largest retailer of fine writing instruments in the nation.

And now, I’m happy to report, we’re going back to selling those pens from other
makers.

I guess we have some explaining to do—again.

Windows into a new world

In truth, while focusing on our own product development was the biggest reason we stopped selling other brands, there were other reasons as well.

Fine pens were all the rage in the late 1990s, happily coincident with the cigar-smoking craze. But the yen for both cigars and pens fell off a cliff at about the same time, around the time of the dot-com bust. The fine-pen craze of the waning years of the 20th century turned out to be the last lucid moment of a dying patient.

By the 1990s, fine-writing instruments was a fashion business, with a gloss of technology about improved ink flow or resistance to leaks on airplanes. But those kinds of technological advancements were already quaint—not like back in the 1920s or 30s, when fountain pen technology was leading-edge. In the 1990s, fountain pen technical advancement was laughable. At Levenger we joked about developing new fountain pen ink (which we did) while Microsoft was coming out with its new version of Windows.

There was technical advancement going on with writing instruments, but it was in the highly automated disposable-pen sector, since that’s where the money was (and is still). It takes expensive machinery to make those inexpensive pens for offices, hotels and gas stations—those millions of pens we buy by the box and toss around as common property. (And the problem they present to the fine-writing instruments industry is that those cheap pens write pretty darn well.)

The writing had been on the wall for years that fine writing instruments were on their way to the back of the drawer. Most of the brands were acquired by large companies. There wasn’t much new product development going on as the new owners focused on their big businesses. The luster had left fine writing instruments.

Neither high tech nor high fashion

Their long slide into irrelevance was further accelerated by email. Handwritten notes became nearly as rare as compliments between political parties. People started sending invitations electronically. And while parents bullied children to send real thank-you notes, in envelopes with stamps, those same adults guiltily pressed the send buttons on their laptops. Then came PDAs, and people learned how to text, instead of crossing t’s.

Most traditional outlets for fine writing instruments—those quaintly named stationers—went out of business as Staples and Office Depot kerchunked themselves down at intersections across the nation. I remember a high-end pen rep excitedly telling me how they were pitching jewelry stores as a promising new channel. That opportunity proved illusory: woe to the husband who bought his wife a pen for the big event.

The hard fact was that by the end of the 20th century, the fine-writing instrument business was a fashion business that was unfashionable. Executives hoped they could imbue pens with the same mystique as luxury watches, and for a moment it seemed to work. But in the end, the clock ran out and the ink ran dry.

Focusing on what was True

It was in this milieu of a declining industry that I decided to pull the plug on selling the traditional brands. Since it was mostly Levenger pens that our customers were buying anyway, I wanted our staff to be able to focus on making more Levenger pens, and making them marvelous.

It worked. I’m especially proud of our True Writers, which became more robust and numerous in their colorful, retro resins. And we developed our line of heavy-duty, solid brass pens to fill a niche abandoned by the venerable Rotring company.

Most important were the Levenger refills, which are made with utmost precision in Germany. We expanded our offering, creating the industry’s first six-pack  samplers of ballpoint and rollerball refills  so customers could experience for themselves the many different ways pens can write. We coined the term Pen Outfitting to describe the process of helping customers explore the kinds of refills and pens most pleasing for them, given the various types of writing they do. As a result, customers can now achieve nearly all the kinds of writing they might like—from broad signatures to fine-point note-taking on 3x5 cards—and do so with attractive, affordable, lasting pens.

Time to bring back to Levenger the world’s best pens

So we achieved our goal. And then we realized another truth: Since we’re committed to Pen Outfitting at Levenger, we could do even better for our customers by rounding out—and ramping up—our own assortment with the best other brands in the business. And the good news is that while these companies make fewer pens, they are as marvelous at writing and as beautiful to behold as ever they were—perhaps more so.

So welcome back, Pelikan, with your deliciously flexible gold nibs. Welcome to those big tanks of ink you carry in your translucent barrels.

Welcome home, Sailor, and your amazing gold nibs crafted in Japan for the finest of Kanji-capable fine points, and the broadest of music nibs.

Welcome to Namiki, for your retractable fountain pens that write like a dream and seal away like proud turtles in their shells.

Welcome to Lamy and my favorite weekend pen—that ultra-light ballpoint you can’t even feel when it’s clipped on your polo shirt, and clicks ready-for-action under your thumb.

Welcome to the three pen brands whose ballpoints take Levenger refills: Pelikan, Parker and Waterford. Now our customers can buy a Levenger ballpoint sampler and try them in the full range of pens from these three makers.

Welcome to Waterman and Acme. And to elegant Waterford pens, with their heft of faceted crystals.

Pen zen

But why throw technology into reverse and pedal back to pens? It’s not that we reject new technology at Levenger. In fact, we embrace it. But we also aspire to help our customers (and ourselves) achieve a Zen-like productive coexistence—delighting in the new while cherishing the old, and using both side by side.

It’s why we believe our Circa paper notebooks have a place in the world of electronic note-taking. And why we’re making our Levenger Press books ever more sumptuous with their paper and their ribbon and their gorgeous colors of ink.

Now that the fountain pen—that last mechanical reproduction of the quill—is officially obsolete, we can begin to truly appreciate it. We can revel in the ritual of writing, when we slow to dip our pen in an ink bottle, and accept with gratitude the pensive pause.

Sometimes it’s not about how quickly we can experience our world, but how slowly.

(Just ask David McCullough about that. Ah, but that’s another story, which I’ll share with you soon.)

In future posts I will lobby for the reestablishment of a certain afternoon delight—the kind that involves a pen, a card and an envelope. And I even want to suggest (gulp) that we unplug ourselves once a month.

Until then, do let me know what you think about Levenger reintroducing these grand pen brands. Just click on the Comments link below. (If you’re reading this as an email, click here and you’ll connect to Comment.

And while you can buy most of these pens elsewhere, I hope you’ll let us show you what Levenger customer service feels like.

Comments

[Wayne Howell]

I love this change. I have always looked to Levenger to supply me with all my writing needs. This enhances that ability. Thank you.

[Suma CM]

Yay! This is exciting news. As an editor at a major comics and newspaper column syndicate, I have to respond to numerous unsolicited submissions each week (everyone who thinks they're drawing what will become the next Dilbert, etc.). To alleviate the tedium of sending rejections, I started using the fountain pen that I use for sketching -- a Lamy Safari. As I wrote note after note, it hit me that one of the biggest advantages of the fountain pen is its sustainability. I'm refilling my pen from glass ink bottles that can be recycled, instead of throwing away dozens of plastic pens. My colleagues may think I'm a little odd for sticking to an old tool (and yes, we've recently switched to mostly electronic submissions, too) but I'm confident that the people who receive my handwritten notes are grateful for getting something personalized instead of a form letter. Better for me, better for them, better for the earth. What's not to like?

[melanie]

I'm very pleased to know you're re-introducing more fountain pens - but I do wish that your True Writers had true fine nibs. In my experience, they're more medium than fine, and it's a shame, because they are so gorgeous...

[Suzanne]

I'm so happy about this! Haven't had such good news in my email in a long time.

[Lorraine Rallof]

I wondered what happened to the various brands & styles of pens you used to carry. Thanks for explaining. I did try a True Writer ball point five or six years ago & didn't like it, so I returned it. I have a 1948 Parker 51 & some of my best penmanship of my "seventy nine" years was accomplished with this writing instrument. I will look forward to seeing the different pens in your future catalogs.

Sincerely, Lorraine Rallof, Green Bay, WI

[Jack Hoey]

I'm very pleased with your decision. I bought my first Pelikans through Levenger. I've never liked the TrueWriter nibs -- just a preference. Like one of the other commenters, I don't want to have to look outside the Levenger catalog for fine writing products.

[Karen]

Whether or not fountain pens are "fashionable," they are still my writing instrument of choice. I applaud Levenger for recognizing that there is still a market for fine writing instruments, whether they are Levenger brand or Pelican, Waterford, etc., and I am delighted that I can now purchase other brands as well as Levenger...simply because I prefer to give you my business as a satisfied customer of many years.

[kelly peters]

it makes me so happy to buy and use "real" pens from you - and nice to have options . . .

[Valdez Deboe]

BRAVO! BRAVO! BRAVO!
One of my joys of living in Florida was coming to your store in Delrey and trying out the different pens. PENFEST was such a joy for someone who believes in slowing down and putting fountain pen to paper to journal, write a letter (my favorite stationery are your legal pads...I love drawing and making sidebar comments in the margin) or sketch out an idea.
In this age of microwave mentality (twitter, facebook, e-mail), it is nice to know that someone still loves and appreciates the smell and taste of an oven (loving the feel and flow of a fountain pen).
THANK YOU! THANK YOU! THANK YOU!!!!!!!!

[Kelly Seltzer]

This is wonderful news! Yet another reason why I love Levenger. I am slowly converting family, friends and co-workers to unplugging from their busy lives to savor the joy of writing...on good paper...with a fine pen. It's a hard sell sometimes, but totally worth the effort.

[G.C., California]

Thank you for including offerings from other fine pen manufacturers. This enhances the appeal of Levenger as the place to go for all our needs. Your website only gets better and better.
I appreciate your business model and willingness to provide for the customer. Great products and great service. Good for you!

[Jim W.]

Having just browsed in an Office Depot store, gazing at the plethora of pens they carry, I noticed that most pens today come with fine or ultra-fine points. I, on the other hand, crave the capability to generate richly colored, bold, and expressive script. Where Levenger can shine is by offering pens of quality that deliver not only the rarer wider line widths but also a spectrum of lush, rich chromatic ink pigments--not just for fountain pens but also for rollerballs.

[Dr Charles Gillenwater]

Thank you. Now, while you are at it, let's bring back the dip quill pens too. Good for you! Let's hope that pen and ink never leave us, electronics cannot replace the experience.

[Claire]

Ever since I was in school, I have loved fountain pens. As an adult, I have re-discovered them. I currently own a Namiki vanishing pen, a Sailor with a music nib, a True Writer, a Cross, and a Parker. I would own more except I can't use them all as often as I would like. Still, there is nothing like the feel of a fine fountain pen in your hand, nor the enjoyment you get from writing with a finely crafted and beautiful instrument. Thank you for making Levenger my one stop shop for all of my writing needs (and desires!).

[Vicki]

Yay. Glad you are offering different pens again, it's been awhile. I think your customers truly missed that option!

[Diane]

Honestly, I'd like a fountain pen that the stroke yields to the pressure of the artist's line. In the past, I used the quill pen you have to dip in ink. Is it possible such a fountain pen works like the quill point pen?

[Royce Carter]

Thank you for your pens. I still like to send handwritten notes to people know you took the time to think it out.

[Michele]

Yipee! Well done Levenger! Glad to see that I can order different pens again.

[Audrey]

Glad to see the other brands back in your lineup. I'm addicted to using my Parker Duofold for everything from letters to grocery lists. But refills were getting hard to find, nice to have a reliable source again. I use the cartridges, they travel better than a bottle.

[Pat Bielecki]

Now that you are carrying other brands of fountain pen, please re-think offering cartridges for the Parker pen in your wonderful colors of inks! You have stopped making them but I still prefer your amethyst to other brands.

[Ronald Chastine]

This is great news! For years, I purchased fine fountain pens from Levenger. I was greatly disappointed when you dropped them from your catalogs and stores (even if I did get to buy three high end fountain pens at going out of business prices!). The variety of various brands adds spice to your offerings, and frankly I never quit buying fountain pens -- so, now I will be able again to buy one of my favorite products from my favorite store. THANKS! Ron C.

[Robert D. Rudnicki MD]

Kudos. As a collector and avid user of fountain pens I am excited to hear that you wil be carrying the major brands of writing instruments. I visit your store in Boca Raton frequently and have built up quite a collection of Levenger Fountain Pens. They are quite marvelous especially the Plumpster. I am absolutely thrilled that I will once again be able to obtain the other brands as I have at the Delray Beach facility. Perhaps if we unplug more often and take the time to appreciate the fine art of writing we can also begin to appreciate the small pleasures of life. Again my thanks and I will be seeing you in the Town Center Mall very soon.

[David Shein, Dallas, OR]

The businessman in me agrees completely with your logic, but my emotional side thinks this change is 'way overdue. As with others who have replied, it was Levenger that introduced me (or, more precisely, reintroduced me) to fountain pens a few years back. Your reintroduction of other makers' pens is sort of bittersweet for me, though; you got me so profoundly hooked that now I only buy pens specifically customized for me (stubs, cursive italics, etc.). And once in a great while I splurge on something a wee bit too specialized for your catalog -- an OMAS celluloid, for instance. That said, I still prefer your inks to all others, and I use a lot of rollerballs, too -- nearly all of which come from Levenger. And you're right about one other thing, too: your customer service is second to none. Keep it up -- all of it!

[Steve Leveen]

Wow, you guys are great. Thank you so much for the supportive reaction to us re-introducing other-brand pens. I'm impressed at how many fountain pen lovers there are. We're encouraged to keep the ink flowing, my friends. All best wishes,
Steve

P.S. Yes, lots of people, including me, dip their fountain pens in ink bottles, even if they are using cartridges.

[Ridge Walker]

Thank you.

Levenger introduced me to Sailor, which I consider to have the finest nibs and pens in the world.

Well done, Steve!