- A Brand is born !
The spring of 2010 marked the birth of a new brand Edelberg, launched by Carlo E. Naldi, entrepreneur and designer who is no stranger to the Swiss pen industry. The collection had its premiere at the BaselWorld in March. Carlo has had a life long interest in collecting writing instruments and objects of archaeological beauty and a passion for the arts. Based in Zug, Carlo is a distributor of many brands of pens and accessories and operates an exclusive pen shop which also offers accessories produced by him under the Naldi-Italy name. The new and refreshing Edelberg collection to be launched will include Swiss made high tech writing instruments and range of accessories of cufflinks, leather products, collector boxes, jewelry and silk accessories made in Italy.
The Edelberg Collection was formally launched on 7th October 2010 in Geneva at Brachard the exclusive establishment which has operated for 170 years offering the people of Geneva an unparalleled service with respect to writing instruments, accessories, printing services and leather goods. It is certainly the most respected hall of fame for the baptism of new Swiss writing instrument !
Moving along the path of passion
With the experience of having been the exclusive distributor in Switzerland for a wide range of famous Italian brands of pens and accessories, Carlo opened ‘Style’, in the spring of 2008, a unique boutique shop for pens and accessories in the picturesque city of Zug. The interior design of ‘Style’ is in the form of a pen arcade with areas dedicated for different brands in their own traditional advertising settings and comfort zones. Carlo’s wife Antonina manages the shop in very stylish way, their son Samuel joined the team on October 2010.
One of his many skills has been the creation of truly spectacular hand made exquisite boxes for storage of pens and watches under the Naldi-Italy name. Pens cannot enjoy greater luxury than being stored in Naldi-Italy specialist boxes.
Edelberg – You look happy to greet me
Given this respect for brands, it is not surprising that Naldi is launched his own brand Edelberg. Over the last few years he spent considerable time and energy in planning and developing the brand and its products. The brand comprising Swiss made high tech writing instruments and accessories made in Italy reflects a combination of passion, art, design, innovation and entrepreneurship mixed in the correct proportions. A team of creative minds led by Naldi have planned and created the products which have undergone a rigorous procedure for quality and durability.
Edelberg Haute Manufacture Suisse
The name Edelberg is composed of two words Edelweiss and Gutenberg which are linked strongly to the image and the entire value chain and captures the core values of the brand. Edelweiss is the unmistakable Swiss flower, a national symbol, which thrives on the alpine pastures. It is one of the many flowers which add to the beauty of the picturesque Swiss landscape. The association with Switzerland also identifies quality craftsmanship for which the nation is recognized globally. Gutenberg is in honour of Johannes Gutenberg of Germany, the global inventor of the mechanical printing press. Gutenberg, the goldsmith and printer is credited with being the first European to use movable type printing around 1439. His work, the Gutenberg Bible, (also known as the 42-line Bible), has been acclaimed for its high aesthetic and technical quality. This invention by Johannes enabled the revolutionary transformation of the written word to printed word, a remarkable step in the dissemination of knowledge to the world at large. Thus the name Edelberg reflects natural Swiss beauty, craftsmanship and innovation which are important core values of the brand.
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In developing a new brand, the intention of Naldi was not to add another brand to the existing chain, but to develop a unique brand having a stand alone character. It is in this context that he invested heavily on innovation, new materials and modern mechanisms. The writing instruments produced by Edelberg reflect very high quality materials and traditional workmanship. The craftsmanship is both seen and unseen to the user. On one hand the user will observe the exquisite beauty of the product and on the other hand the superior mechanism which transforms thoughts to words is well concealed.
The first collection of pens from Edelberg will use high quality resin black or ivory and carbon fibre. It will have a unique clip streamlined with the pen in writing mode. It is named Sloop, after a type of sail used in boats. The spirit of the design captures the sloop and has a great sailing flavour. The pen will also have photo luminescent components from high tech Super-LumiNova, its first use in writing instruments.
The collection will also include rings in titanium with Edelberg engraved matt or shining finish as desired. A Swiss made USB stick with a capacity of 8GB has been produced as a useful accessory.
A well designed ‘desk aid’ in the form of a carbon fibre box with ebony wood, aluminium and fibre plates to accommodate a crystal inkpod, envelopes and paper will also be available. A beautiful collection of eyewear glasses of carbon fibre having lenses in green, grey, baby blue and rose have also been designed.
Since medieval times, humans have attempted to perfect the art of writing. Over the centuries the design and performance of writing instruments and the quality of ink improved gradually. Commencing from the late 19th century and throughout the first half of the 20th century many developments took place in this field and writing instruments have now reached the summit of design, manufacture and performance. This affords us time for mature reflection of the glory of the written word and its impact on growth of civilization. Edelberg brand elevates the pen to an instrument of preserving the culture of writing in its pristine glory an honor which the pen richly deserves.
Edelberg, Edelberg – you look happy to greet me!
Related link: www.edelberg.ch