SPRING//SUMMER 2018 27 26 SPRING//SUMMER 2018 TREND WATCH: PENCILS IT’S TIME to bring the pencil out of the shadows (of the pencil case) and into the light. Perhaps not always considered the most glamorous stationery tool, the pencil has weathered changing fashions, endured industrial and digital revolutions, and continues to reinvent itself. The simple marriage of wood and graphite has provided humans with a simple, effective writing utensil for centuries. Artists, designers, school children, hipsters and office workers are all fans. So what’s the secret of its success? The pencil represents the pinnacle of uncomplicated analogue functionality. You sharpen it, write with it, then sharpen it again. If you make a mistake, you rub it out. When it becomes too tiny to hold, you buy another one. And the crucial factor? Buying another pencil doesn’t break the bank. Pencils are affordable for everyone, allowing consumers to buy into the latest design trends. Nathalie Vaandrager, founder of Sloane Stationery and whose designs are available at Quill London, says “We try to be tuned into what’s happening in fashion and design, and our collections reflect that. For example our Cosmic range of pencils was inspired by all the astrological references that are currently having a moment.” We asked Rousol Sattar at design- led online retailer Notable Designs who is buying pencils these days? Rousol said: “Based on customer feedback, we’re seeing three types of buyers: young, trendy stores that have been around a few years are catering to the growing demand for retro and ‘back-to-school’ feel-good stationery. They do remarkably well with pencils and pair them with retro notebooks, pencil cases and clips.  “We’ve also seen a lot of interest from established stores who’ve traditionally done well with high- value stationery like fountain pens and good-quality ink. They’re now increasing their pencil offering and looking to brand names like Blackwing and Hightide, and the higher-end brass pencils from ystudio. Growing demand for popular pencils is also coming from the large department stores; buyers are Pencil set by Sloane Stationery The iconic Staedtler Noris keen to keep up with the trends and we’re seeing a large uptake of pencils from them, too.” Some pencils have even attained cult status. The Staedtler Noris is familiar to virtually every man, woman and child in the country. Staedtler UK’s marketing manager Rachel Owen underlines the point nicely, saying: “At our office we have a monthly competition to ‘spot’ the Noris striped pencil, and it is amazing just how often it appears in the media, whether it’s a scene from a classroom or tucked behind the ear of a craftsperson.” Not only is it a desirable design object and functional tool, the pencil is driving sales, too. Staedtler has been the market leader in blacklead pencils for many years. Rachel Owen proudly confirms: “the recently released 2017 GfK data shows that we’re still the No.1 blacklead pencil brand in the UK. In fact our market share grew in 2017 with Staedtler taking over 54%.” The pencil’s recent rise in popularity can be seen in the array of gift packs currently on the market, aimed at everyone from discerning gentleman to unicorn-obsessed pre- teen. A Gift From The Gods, for example, has launched a stunning range for 2018, aimed at men and women in a variety of palettes, including Pantene’s Colour of the Year, ultraviolet. by Simple Stories • Planners • Traveler’s Notebooks • Accessories Visit us at stand M300 at the London Stationery Show Pantone is the world’s most powerful and influential brand in colour. BROWNTROUT 2019 BROWNTROUTUK.COM +44 117 317 1880 CALENDARS / PLANNERS / DIARIES EXCLUSIVE FASHION PLANNERS London Stationery Show - Stand M621 The Calendar Company BrownTroutUK-Stationery Matters-Advert2018.indd 1 28/02/2018 16:11 FOR MORE DETAILS CONTACT US ON: T: 01892 612 215 E: retail@castelli.co.uk Or visit our website www.castelliitaly.com Come and visit us at Stationery Show 2018 STAND M538 24TH -25TH APRIL 2018 distinctive since 1965 Made In Italy POWER POINT From trusty school staple to next-gen desk candy, the humble pencil is here to stay A Gift FromThe Gods Palomino by Blackwing at Notable Designs