This is love letter to paper. I have always loved deliciously soft paper, the feel of a sharply pointed HB pencil writing across a soft grain, or the contrast of my peacock blue ink on a stark white page. Though I was grew up with Nintendo, Apple Its and Nokia flip phones, I’m a paper kind of gal. In the early 2000s, I spent days of unemployment at Aardvark Letterpress, my friends’ letterpress shop in Downtown Los Angeles. I loved playing with ink and the Ludlow press, but there was nothing like nosing my way through Brooks and Cary Ocon’s stash of paper.
Blue. That’s my color and one day while sorting through the Ocon brothers’ ragtag collection, I found a half empty box of blue cards and envelopes with gorgeous beveled edges. Empress, Brooks told me. Vintage Pineider stationery known as Empress. Brooks mixed a custom turquoise ink and printed my name with a dragon fly on the cards and envelopes. I felt special. I saved the cards only for people who I know would appreciate a handwritten note on bespoke stationery. And I fell in love with Pineider paper.
Craftsmanship’, ‘artisan’ means ‘fashion’ in today’s world
– Giuseppe Rossi, Director, Pineider
Why? What is so amazing about Pineider? Founded in 1774 by Francesco Pineider, the tale is a story of travel, artistry and craft. Pineider innovated paper making and set the standard for writing. Hand made to this day, Pineider has been a favorite of upstarts like Napoleon, divas like Elizabeth Taylor and Maria Callas and icons like Marlene Dietrich and Luchino Visconti. And me.
Today, Pineider is far more than a story. It is a culture- of communication, travel and life. According to Giuseppe Rossi, Pineider’s Managing Director, Pineider is a reflection of the natural Italian “culture toward beauty”. Pineider stationery is coveted around the world, and Pineider culture includes leather goods (like handbags, desk sets and agendas) and writing utensils. Maintaining a prominent international status and quick to join the e-commerce world, the heritage brand knows that touch is important has two beautiful shops in Rome and Florence where you can sit down to discuss your bespoke stationery and hand-pick your cards. Coming soon is an incredible Milan boutique which aims to be a destination for writers of all kinds.
IN THIS EPISODE
[01:17] A brief history of Pineider
[02:47] Pineider’s most famous clients
[05:27] The Par Avion collection
[09:12] Digitalization and Pineider
[11:35] Pineider and Milano
[14:08] Luxury and Bespoke
[17:16] RSVP Pineider