From Italy with Care - 05.24.2010

From Italy with Care: Delta makes pens with style and meaning
by Nancy Olson

The Delta pen company, based in Naples, Italy, was founded in 1982 by Nino Marino, Ciro Matrone and Luigi Muscente. Over the years the company has introduced a variety of beautifully crafted writing instruments, including the Dolce Vita and the Indigenous People collections. With a commitment to craftsmanship and Italian Style, the brand is now distributed throughout the world. In this interview, Nino Marino shares his thoughts about the company and what makes a Delta pen special.

Stylus: How does Delta distinguish itself from other Italian pen makers?
Nino Marino: Essentially it is the individual character expressed by colors, shapes and themes in our collections that are our distinctive elements. Other characteristics are style, quality and the "made in Italy." Delta relentlessly adds creative ideas to its collections. In Italy there are many pen manufacturers, but only a few of these can be considered our competitors.

Stylus: Delta celebrated its twenty-fifth anniversary a few years ago. How do you envision the company in the next few years?
NM: Delta is a manufacturing reality that has always offered real value. I am sure that for today and tomorrow, consumers will become more demanding and well informed and will reward those companies that offer true value and significance.

Stylus: What is Delta's greatest strength as a pen company?
NM: Delta is strong because it is a team, a managerial group capable of developing and growing in this complex market of high level writing instruments.

Stylus: How has technology affected pens in their production, distribution and sales to end users?
NM: Technology has had a minor influence in Delta's products due to the nature of our production, which is mostly handmade. Modern machinery and processes have had a very small impact at Delta, since most of our production requires old techniques and skills that would be compromised if modernized. Distribution and service, however, have been greatly affected in a positive way, since we can offer better and faster service. In some more traditional markets, technology has had a minor effect in sales, since customers still want to see a pen up close and have the buying experience of handling, feeling and testing it.

Stylus: What changes have occurred, if any, at the Delta manufactory?
NM: As a result of our steady increase production, we have also steadily increased our work force. This process takes time due to our requirements for skilled labor; we must train them in writing instruments manufacturing. As a result of this expansion, we have recently acquired a new building to build a larger factory to accommodate current needs.

Stylus: What do you appreciate most in a fine pen?
NM: The meaning! Naturally a fine pen must have a pleasant design, be well made and guarantee for like the functions for which it was made, but it is my opinion that it must above all "express" something: transmit an important message, tell a story or remind me of something or someone - it must be able to incite emotion.

Stylus: Can you share anything about upcoming Delta products?
NM: A new Indigenous People collection is bring introduced. The Mapuche is our seventh collection in this very successful theme, which fits perfectly within our intent to offer products with a meaning. The upcoming projects for Delta are very ambitious and will be developed with the indispensable contributions of our exclusive distributors worldwide, who in turn rely on their specialized retailers. Thanks to these extraordinary writing instrument experts, we will always be able to dialogue with our consumers.

Stylus: What, in your opinion, is the state of the pen industry?
NM: Our sector is very complicated, and there is a lot of competition. It is my impression that so much competition generates chaos that generates confusion in the less-informed consumer. This consumer then looks for refuge in a well-known brand name to feel more secure and protected. I think it would be a good idea to have new norms that obligate brands to declare where their products are made in a clear and unmistakable way, allowing the consumer to open itself to the purchase with greater certainty about the nature of the product that he/she is choosing.