A long chat with Dante del Vecchio about his Visconti.From materials to shapes, from jewelry pens to the Van Gogh, from production to sale: everything makes Visconti unique.
And the opportunity for a customer of Giardino Italiano to visit Visconti
PRODUCTS
Giardino Italiano: Materials. Visconti is well-known for using innovative materials. To name a few: the discovery of celluloid in the ’80s, the resin of Van Gogh with natural inclusions, and the recent volcanic resin of Homo Sapiens. Which will be the next material?
Dante del Vecchio: We’re working on a pen for celebrating the Visconti‘s 25th Anniversary in 2013. The pen is innovative; the material itself is innovative and moves along a diametrically opposed direction from the Homo Sapiens: as primordial and primitive the material of the HS is, as this one is technological and futuristic.
The pen that we are developing with a top international brand is very complex, and belongs to the high end of the range, above 1000 €.
For the technological pen that I just mentioned, we have studied an ergonomic shape to be in tune with the material.
Giardino Italiano: The nib is to the pen as tires are to the bike.After the launch – which started some 10 years ago – of platinum nibs and recent palladium nibs, is Visconti preparing some new materials for giving its customers an even greater pleasure to write?
The pen producer must catch and exploit the expressive possibilities of the pen, and place the object in the right context.
Giardino Italiano: The Van Gogh is now in its third edition. What is the secret of this pen that beats in longevity all other Visconti pens? How many pieces have been sold since its creation?But the Van Gogh is not only special for sales volumes: it is the only pen that went from “entry-level” to collectible item. I guess it’s due to the lucky coupling with the Master’s works. The collector’s box that we’re launching in a few days (stay tuned!) further strengthens this peculiarity of the Van Gogh.
I remind that all proceeds from the sale of the Wedding pen, as well as the Dance of the Giglio, go to charity.
Giardino Italiano: Your production – despite the impressive numbers you gave us a moment ago – is essentially traditional, subject to the variability of materials and the ability of master craftsmen.Which controls does Visconti perform to ensure consistent product quality?
The worse is that some issues arise only with use and are impossible to predict. For example, in HS we had problems of capillary in the first production – promptly corrected – that didn’t emerge in over a year of tests. In Visconti we have a joke: when we learn to produce it (a model), we do not sell it anymore! Because in the meantime I’ve got a new idea! If you think that over the past 5 years Visconti patented and marketed:
- a new closure system
- a new nib
- a new material
However, our after sales service – of unique efficiency; reacts in average in one week – repairs about 3,000 pens each year – including pens broken by customers.
(Giardino Italiano: as a dealer, I confirm; and the after-sale service for dealers’ kit is unique in this market, it even includes free shipping!) In front of nearly a million pens produced are very insignificant figure.
Can we improve? Certainly! Only who thinks to be at the peak is actually at risk, while we continually invest in quality and customer satisfaction.
MARKET
Giardino Italiano: Online sales: prices or no prices? In the last 8 years the cases of price on demand for Visconti products increased. Which is the Company policy? Does Visconti tolerate even the prices on request – if accompanied by exposure of the price?
Dante del Vecchio: Visconti has been working hard for years to provide a single purchase price, anywhere in the world – not easy because of different taxation and fluctuations in exchange rates – to give customers the serenity that only a sure price can give.
It’s also correct to reward loyal customers and we fully agree with commercial offers that reward Brand loyalty.
Dante del Vecchio: Visconti joined many years ago the International Association of manufacturers of pens as well as a similar initiatives launched in Italy, then aborted due to … lack of members.
Probably the market is too small, and the presence of one huge manufacturer prevents the birth of consortium initiatives; it’s a pity.
Giardino Italiano: Are you planning initiatives for end users? For example, guided tours to your laboratory? The collectors are certainly curious to see how Visconti manufactures a pen.Dante del Vecchio: We are always happy to welcome our customers – if they inform us in advance; for example, in April we’ll receive a delegation of Italian customers, coordinated by the Italian fountain pens forum.