branding in Queensland, while in Perth it has the T.Sharp & Co shop, a 100-year-old business that it bought in 2007. Indeed, the corner where Pens de Luxe Group is located is renowned as ‘Sharp’s corner’ and is where many Perth locals meet. In NSW there are three Sydney stores trading under the Pen-Ultimate brand – one in North Sydney, with the other two in the CBD, located in the Queen Victoria Building and in Chifley Plaza. These are in addition to an online store. The footprints of these stores vary, ranging from matching this new size of the Brisbane Arcade of around 90sqm (QVB, North Sydney), down to 50sqm (T.Sharp) and around 30sqm (Chifley). The Melbourne store is planned to be around 75sqm. 35-years-old this year, the business was founded in 1980 by Bruce Nichol. The very first store, set up in Brisbane, is run by his wife, Barbara. “We have a recession-proof business in a way,” Barbara Nichol told Inside Retail Weekly, “because everyone writes. Even though they might write less, they still write. “I very rarely meet a person who hasn’t got a pen and notebook in their handbag. A lot of people don’t feel happy unless they’ve written something every day; unless they’ve made a few notes and squared away a few things – ticked them off or put a thought down. That’s their security, their mark. Or if you bought that notebook, or you had that special pen – they’re the markers that you go through life.” Barbara Nichol Professional interest Always interested in pens, Barbara started her professional life as a schoolteacher and developed a system of handwriting to teach children with dyslexia and difficulties in writing. As a result of this virtuous endeavour, she was awarded a Churchill Fellowship to study in England. While the couple were in England, Bruce was seeking antiques for his shop and was asked to look after a pen shop, piquing his interest in pens. Barbara has also made a study of the history of writing. She is one of Australia’s best-known calligraphers and handwriting authorities, and is often called upon as an expert witness by the legal profession for questioned documents. She is even featured on YouTube. Today, The Pen Shoppe’s stores in Queensland and NSW are run by Barbara; the Perth store is owned and managed by her sister and niece, Linda and Katie Somers. The online store, at www.pensdeluxe.com.au, is designed and managed by her nephew, Carl Somers, who will oversee the new Melbourne store. Bruce’s interest in antiques was continued in the stores as a feature. These antique items are associated with pens and writing, such as desks, inkwells and vintage pen collections, which are often displayed on the shops’ walls. These complement the warm, welcoming European ambience of the stores which have rugs, tables and chairs for customers and offer services related to fountain pens, including pen repairs, nib grinding and insurance valuations. Barbara’s interest and expertise also means that the business also offers calligraphy lessons, handwriting improvement and penmanship. Niche & general market Products cover the full range of price points, from top-of-the-range to items that can be bought for few dollars. Featuring the world‘s top brands, the shops have a Montblanc shop within a shop, as well as stocking other prestigious products such as Caran D’ache, Cartier, Dupont and Faber-Castell. Barbara said that they purposely stock a lot of, “very exclusive items that you can’t find anywhere else”. Online, the most popular orders are pens, as they make ideal milestone gifts, particularly ink pens – ‘fountain pens’. “Everyone likes them – men and women,” Barbara said. “Men in offices particularly… they do write much more easily. You’re a lot less tired at the end the day, especially if you can choose the right point size and you float on a bead of ink, not like pushing into the paper with a ballpoint, because that gets on people’s nerves. This way, you slide across.” As well as stocking the top-end items, there are bargains to be had for the everyday shopper and children. “A lot of people can come in here and buy a five dollar pencil – we have Palomino Blackwings and pencils with crystals on them, and Rubinatos – as well as $10 notebooks.” Long service Staffing is also key for the business and there’s a strong sense of loyalty, which has been a factor in the success of the business. A lot of Barbara’s team members have worked in the business for many years. “If people love the staff and the staff don’t change, that’s very good,” she said. “Certainly that’s important in retail. Once people come to work with us, they don’t seem to leave. They love the work and customers continually tell me how much they love the staff. You can’t discount that factor.”