I Built the World’s Most Luxurious Pen Store – Take a Look Inside

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To anyone wondering: it’s worth renting a helicopter and flying in private.

Awesome video Samuel. I was so curious the other day about the store. Lived in Sankt Gallen over 15 years ago and had a roommate from Zug. I would have loved to have visited a store like this and got hooked much earlier into fountain pens.

Long live the fountain pen Renaissance!!

Love the Store Samuel! And as usual Great Content. Thank you for your dedication

I plan to pop in sometime in the fall. 🙂From Belgium Thx

Fabulous! I want to visit, I need to visit! Thanks for showing us around, Samuel.

Beautiful store and collection, Samuel!

Wonderful place, which I hope to visit on my next visit to Switzerland! Is that a Lelit espresso machine?

What sticks out most to me is that you care. You care not just about selling pens, but recognize that fountain pens are not just instruments and tools, they are an experience. And the experience is an intimate affair and personal connection between the writer and what he/she chooses to write with. It's psychological, and the first part about picking out a pen, a luxury one at that, is disarming your customers by relaxing and creating an experience of comfort and becoming in touch with their desires. Just showing how much you care is telling enough. I bet very few customers leave unhappy with their purchase. I'm American, and we don't care anything about this. I wish my local stores were like this and I hope to one day visit. Thanks for sharing.

Beautiful store Samuel, very modern/contemporary vibe going on. Reading between the lines at the beginning of the video it sounds as if you are expanding at some point. There are many potential spots for another high end store. I especially liked the "tour" of the Montblanc area. There is a store where I live set up similar to yours, but on a much smaller scale, it is where I buy my pens but will check out your online store. Are we getting close to another "collector's talk??

For me a cradle of civilisation.

I haven't had the chance yet to visit the boutique, but I have had the privilege of purchasing a pen I have been looking for for many years from you.
The Visconti il Magnifico Serpentine Green Fountain Pen
Number 147.
If not for your videos I would never have had the enjoyment of using such an impressive pen or the chance to pass it down to my grandson.
Thank you for giving us that and for all you do for our community.

What are your thoughts on Pelikan and aurora?

I love your videos because I love fountain pens (and other pens too) and I can see you care about them. One question: do you think more expensive equals better? I have found that it isn’t the case. FPs are going the way of watches, wines, cars, yachts, handbags. But what, in your view, makes a really good fountain pens? 🖋️ 🙏

The boutique looks all-sympathetic. Caran d'Ache fountain pens often have a grip section that is made of metal and they are too thin for me. Graf von Faber-Castell's fountain pens are great, but are hardly highlighted within the pen community, which is a pity. If you remove the ballpoints, there is more space for fountain pens.

Well online shopping from you is also a nice experience 👍

!!!! G r e at !!!!!

I'm in awe, what a beautiful place! Congratulations, Mr. Naldi, and thank you for the tour.

Wow the store looks awesome, love the setup. Will have to visit when I'm out that way some day.

miss Aurora😞

Hi Samuel, I'm an unconditional fan of yours. Much success and hugs from Brazil 🇧🇷

Samuel - You introduced me to fountain pens. I took a leap of faith and bought my first fountain pen from SoZ - the Delta Good Life SoZ special edition - and have never looked back. Now I use a rotating series of fountain pens at my workplace in the investment management business in New Jersey. More recently you introduced me to Elbwood pens which I love for their incredible craftsmanship. Since I mostly write in a lined notebook at work and at home, I prefer EF and Fine nibs on my European pens and Fine to a Medium nibs on my Japanese pens. I really appreciated this great tour of your wonderful store and hope to visit in person some day. Meanwhile I am grateful to have a periodic opportunity to buy very special pens from your online store. Well done!

What a great store you have, I see that you are the type of person to care for his clients and know what you are talking about. Would love to come visit your store but unfortunately I live across the world. Wish you the best of luck with your store.

This boutique is indeed first class and a pleasure to visit. A must. Manor😊

Beautiful shop.

What a beautiful store. ¡come to Panama! we have the hub of America. in Multiplaza, we have a zone call the luxury avenue were are brands like: MontBlanc, Omega, Bulova, Carolina Herrera, Versace, Rolex, Tiffany, Breitling, Cartier, Chanel, Dolce & Gabbana, Ermenegildo Zegna, Hermes, Gucci, Ralph Lauren, Tag Heur.... YOU ARE VERY WELCOME

Thank you for that gracious tour Samuel, I loved seeing what you have created, showing the World that fine writing instruments are needed now more than ever in today’s fast paced electronic World; it is part of what keeps me grounded.

I was born and raised in the Seattle area of the U.S., but my family is from a little town to the North West of Milan Italy, called Turbigo. My plans are to visit there one day and then maybe head your way for a coffee and visit at your boutique.

I typed your stores address into Google Earth a few days ago and was able to see the front of your shop in great detail and then I took a tour navigating your city just to see what it is like there. It’s beautiful, you are very lucky. Keep up the great videos and best of luck with Style of Zug.

Marvelous!!!

Would love to see one in Washington, DC one day. :)

Sam, wonderful video! It was so nice to view the store in its entirety. I hope someday I get to see it in person. 👍

You forgot to make coffee #2!! 😅🙌

Great store with a great interior... But I was expecting LAMY also

Do you not have Visconti Samuel?

Beautiful shop, congratulations! but....That white vest (shirt..) is too pharmaceutical... Not exactly congruent..Next time to Switzerland, Zug is on my agenda! 🙏✍

If I go to Switzerland ever will visit looks great

In many occasions while enjoying your videos I wonder how the store would look like. Amazing place, wish I will visit you one day. Thank you for showing ❤

Awesome video! Beautiful store!

U do purchase to business with this channel

If everything goes well, I might visit the store around July or August this year -- Can't wait to see this great and beautiful store!

Beautiful shop! I’m in Belgium one day , one day I will get there! The Faber Castell collection… woaw!

Will you carry the new MB Wes Anderson. It’s so beautiful

lack of good quality paper. Montblanc notebooks doesn't cut

Where is this shop located

I’ve been to this store. It’s really awesome. Good people here, thanks for sharing this with the world

I watched this entire video and don't know the name of the store where it's located.

Very cool tour!

I‘d love to know how many of you watching this video have already visited us at the Boutique ❤