Luxury Pens Make Their Mark With Jewelers

The pen is mightier than the sword the saying goes, yet many independent jewelers treat the pen as though it’s a wimp. Just over half the jewelers who responded to a nationwide JCK poll this summer carry pens (58%). These jewelers say pens account for about 1% of total sales, and four out of five say pen sales have been unchanged or shrunk in the past two years. Most do little to promote fine writing instruments, and this puzzles Nancy R. Olson, editorial director of Pen World, the leading magazine covering the fine pen industry. Jewelers who want exclusive, profit-making, traffic-building items miss a unique and profitable opportunity by not stocking and promoting luxury pens, she says. Luxury pens, like high-end Swiss mechanical watches a decade ago, are growing more and more popular with affluent consumers. To meet this demand, manufacturers are producing handcrafted writing i

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