The firm was born in Turin in 1919 as the Fabbrica Italiana di Penne a Serbatoio (manufacturer of fountain pens). Today Aurora has become the leading firm in the production and commercialisation of writing instruments, fine leather products,

paper and watches, and it has guided the evolution of writing instruments while continuously maintaining a balance between craftsmanship and technology.
Aurora stands as the only authentically Italian trademark in its sector; it has only one manufacturing 10,000 square meter plant in Turin, with over 120 employees.

Since when have you begun your career in the family firm?

Since 1993 – after acquiring an important, solid background of skills and experience in other significant contexts of the Italian economy, I decided to concentrate my efforts on Aurora, a firm my forefathers acquired, and I have always had great enthusiasm and interest in it. At first, I was involved in marketing, and then, for 5 years, I took care of exports, until I took over as general manager of the Group in 2000.

Aurora stands as the only authentically Italian trademark in its sector; it has only one manufacturing 10,000 square meter plant in Turin, with over 120 employees.

Do you think that new forms of technology have led to significant changes in the production of prestige pens? What is the role of “handcrafted” now?

The search for and use of innovative technical solutions has enabled us to produce prestige pens, that have marked the history of our firm and continue to ensure that Aurora is a winning firm in its sector. New technology has undoubtedly brought about significant changes in pen production, above all on the level of the speed, precision and modernity of the mechanisms, and this is where Aurora has always been outstanding – for its strong innovative component. Examples of technology range from the inner camiciatura put forward in the 1903s, to modern piston loading. Nevertheless, none of our pens could have existed without the skill of craftsmen. The value of Aurora pens, in fact, comes from the synergy between technology and a strong component of craftsmanship present in the manufacturing processes, an indispensable element for obtaining exclusive products, with the highest qualitative standards.

In our globalized society, what do you think are the job prospects for maestri d’arte?

The work of the art professional cannot be substituted by any sort of machine whatsoever when it comes to creating precious, inimitable objects. The tradition of handcrafted manufacturing is a culture’s the storehouse and knowledge that machinery cannot reproduce; it becomes the true added value in the creation of unique pieces, limited editions, and instruments with precious, painstaking details, like ours. The “handcrafted” concept is the kingpin of Aurora’s mission, and, in my way of thinking, this is precisely the reason why it is necessary to preserve and defend the Made in Italy tradition and experience, especially in a society that is becoming more and more globalised everyday.

Is your clientele receptive to value “crafted” aspect of Aurora pens?

Receptivity is directly dependent on the typology of our clientele. Above all, because of the high-range lines, in fact, our main buyers are collectors and enthusiasts who know how to recognize the true added value of our products. Our nibs, for example, are highly appreciated because we are still the only ones in Europe to make them entirely by hand, and thus offer incomparable quality. The value of Aurora’s craftsmanship is what characterizes our pens and makes them different from other types of production.
We have kept our clients in no other way than by aiming for this plus, and the responses have arrived: the Aurora trademark has in fact become a synonym for the excellence of Made in Italy products in the luxury pole, and today we are recognized and appreciated not only on nationally, but also internationally, in over 50 countries worldwide.

How do you manage to combine tradition and innovation, craftsmanship and design?

Aurora has always combined the most creative design possible with the high degree of specialization of its craftsmen, the excellent quality of is collections and the use of precious materials. This has given life to a winning productive process where innovation and tradition are in perfect harmony, where the manufacturing phases conducted with computerized technology are placed side by side with working processes carried out with techniques typical of goldsmithing. And in our firm, there is no lack of careful, constant looking at the latest trends and experimentation in the field of design. It is a mission that, from collaboration in the past with important names like Zanuso and Nizzoli, still continues today. For example, with the launching of the Qube, the new line of the Firma brand (a company bought out by the Gruppo Aurora) entirely oriented towards innovative and futuristic design, from its original cubic profile and the material it is made of, transparent plexiglas.

What cultural initiatives are you promoting through the association Aurea Signa?

Aurea Signa was born in 2004 in order to open to and share with the public the private collection of over 3,000 pieces brought together by my family in four generations of activity in the world of writing. Our final objective, (and my dream!) is the creation on Italian soil of the first Museum of the Pen and the Pen Stroke in order to consecrate an exclusive space dedicated to writing, which we have always supported with a strong sense of commitment and passion. The first step towards this ambitious goal was taken with the exhibit Penna, Inchiostro e Calamaio (Pen, Ink and Ink Well), an excursus on writing instruments from antiquity to our own day, housed between December 2008 and January 2009 in the rooms of the Palazzo Bricherasio in Turin. This exhibit met with great success and interest on the part of the public, and we intend to turn it into a “travelling” one, in order to show these little gems in different regions and countries. At present, a few exemplars from the collection are on loan to the Post Museum in Helsinki, but we hope to be able to inform you about new phases!
In the history of the Association, however, there have been numerous initiatives that, from the foundation to the present time, have contributed to the consolidation of its mission, making it a spokesman for the values of art, beauty and style. An example is the acquisition of one of the Bulls, created by the Franco-Algerian artist Tibouchi, from the Lion Biennial 2006 Turin-Lyon, with the intention of making an important contribution to art collecting in Turin. But there is also our collaboration – always with Palazzo Bricherasio – in the organization of creative workshops on writing for the schools, or the support provided in creating little didactic books that bring young people closer to the world of art.