pens, inks, stores, companies and about the pleasure of owning a fine penContact Information
Str. Abbadia di Stura, 200
10156 Turin, Italy
Tel. +39 011 2734186
Email aurora@aurorapen.it
USA: 800.741.0005
WORLD: 39.011.273.4186
Website: aurorapen.it
Distributor: kenropens.com
There is an on-line form for technical service on the Aurora Pen website.
In June 2006 I had the opportunity to visit the Aurora pen factory which is located in Torino, Italy. I was excited at the opportunity. Aurora is one of the leading Italian manufactures of quality pens. Founded in Torino, just after the end of World War I, in 1919 by Isaia Levi. the company choose the name Aurora, meaning "the dawn". The original name of the company was Fabbrica Italiana di Penne a Serbatoio. Aurora was choose as the new dawn was the beginning of new things. Indeed, the Aurora met that expectation, never forgetting its roots and moving forward with the passion of the its history and country.
Aurora - La Passione Italiana, Tratto Distintivo, Aurora Factory in Torino, Italy
Aurora is a family business. There were a series of entrepreneurs who led the company but the Verona Family took over the company. The Verona Family has lead the company for more than four generations. On my 2006 visit, I met with Cesare Verona, Managing Director of Aurora. He shared his goals which included to increase market size, particularly in markets outside Italy. He explained that Aurora was well known in Italy, and he was determined to have the company just as well known outside the country as well. He also highlighted how he hoped to to increase the blend of limited edition and high end pens.
In 1993 Cesare joined the family business bringing his experience from roles with companies in France, England and the United States. I mention his back ground as his enthusiasm for his company is very evident. Indeed Aurora has expanded and their products are sold in over 50 countries.
As an update, in 2022, 25 Italian entrepreneurs were awarded the honor of "Knights of Labor". The designation is for individuals who through their activities and social commitment contributed significantly to the promotion of the national economy and the improvement of Italy's overall living conditions. Cesare Verona, the President of Aurora Penne is a member of this group.
I also met with Arianna Carta, Area Manager, who talked about her eagerness to broaden the distribution of their line of pens, leather accessories and paper products. She is committed to increasing market share by building relationships with distributors to make the Aurora products available in more markets.
Scene from inside the Aurora factory.
Walking through the factory, the amount of hand assembly was significant.
Sofia Castoldi, Marketing Representative, was most gracious in taking Karen and I throughout the factory and explaining the details of the various stages of design, testing and production. I think she succinctly summed up what it means to work at Aurora. She joined the company after working in other industries, and highlighted her experience with Aurora.
"Here, it is about making objects of art and beauty, based on good design and instilled with the passion of Italy."
In 1919, Aurora was located in the central area of the city of Torino. The original office was destroyed during World War II. In 1954 Aurora moved to a factory located outside of the central area of Torino. In 1970 they expanded the size of the new site to meet the growing production needs of their increasing business.
The tour commenced in the design department. This is where it starts — about two years prior to production. Designers monitor products of major pen companies, conduct research and use their inspiration of Italy's history to develop concepts for new lines. Aurora used both in-house and external designers. I was able to view some of the initial concept sketches and then comprehensive drawings that were completed outlining the detailed specifications of each part of a pen. Once completed, and with a decision to develop the pen, the next phrase if the setting of equipment specifications and programming the equipment to run the necessary production steps. The the design and equipment preparation completed, actual production work commences.
View of the manufacturing section of the Aurora factory.
I came away with an appreciation of the amount of polishing that takes place to create an Aurora pen.
The showroom at the Aurora headquarters displays all the current models available.
Aurora stands apart from other pen companies in that it makes all the parts for their pens, and in viewing the various production stages I became aware of the large number of individual parts that make up each pen. And this includes the production of its nibs in both steel and gold. Each part is manufactured, shaped and finished using machines and a considerable amount of hand work. Their inks are produced by an independent company. The ink products undergo extensive testing at the factory to ensure they meet Aurora’s high standards.
The high standards are evident by the continual quality inspections carried out by employees. With years of service and attained skills the detailed work required on individual pen parts are all completed and checked. For example, I met employees who were testing individual pen parts such as the clips to determine the number of times a clip can be expanded and closed before wear became a factor. In another area of the factory, pens were being tested to determine how much air pressure the pen could withstand before ink would be expelled from the pen. A needed test for users to fly with comfort. Machines rolled out what seemed to be endless streams of paper to test the nibs - continuous writing producing a smooth and consistent line.
In the show room I was able to view the many different lines of Aurora pens. Some of which I had previously seen in the various stages of production. There is indeed a pen to match the full range of users. From relatively inexpensive pens used by students to high-end lines such as the Eighty-Eight or the Optima. And also, an increasing line of limited edition pens. The Asia and Africa lines are stunning. The line called, Pope, is a real eye-catcher.
Some of Aurora's pens have reached famous status. The Eighty-Eight, was designed in 1947 and truly represents the classic fountain pen. It is still in production today with millions of pieces produced. The HASTIL pen, holds a special place in the hearts of those at Aurora as its was the first writing instrument to be displayed at the New York Museum of Modern Art.
Aurora has a line of writing products as as note books, note pads, boxed stationary and address books. A joint venture between Aurora and the most prestigious paper-mills results in a line of paper products. In addition to pens and paper products, Aurora has an extensive line of leather goods. Some of the items that caught my eye include the pen pouch -- one model holds up to six pens, other models would hold three, two or a single pen.
I must admit I had a hard time taking my eye of the large sottomano, the leather desk pad, that was on the large wooden desk in the office where we held our meeting. Sofia brought out the pens in a large special presentation box. The box hold fifteen pens, each with one of the 15 nib styles available. (I was impressed to see this very box in some of the pens stores I visited later on my travels in Italy. Aurora manufactures pen nibs in sizes from extra fine to broad, oblique right nibs and oblique nibs cut and designed for left-hand writers.)
That tour was many years ago, and I certain enjoyed the perspective it provided on the design an making of an Aurora pen. Since that time I have added a couple Aurora Talentum Pens as well as the Internazionale pen. They are profiled in my Pens of Note.
Bravo Aurora!