I felt a tinge of regret knowing I couldn’t attend in person the grand opening of Yard-o-Led’s first-ever boutique within Piccadilly Arcade, but that disappointment quickly faded upon hearing that I would be invited by Style of Zug to their annual event—this time with Yard-o-Led themselves in attendance.
For those hearing the name for the first time—though I doubt it—Style of Zug is a fine writing instruments boutique nestled in the heart of Zug, one of Switzerland’s most scenic cantons, known for its commitment to preserving the culture of writing and the craftsmanship that goes into every instrument.
So, after briefly stepping into the shoes of a local—wandering the old town’s cobbled streets and warming up with a famous fondue—I headed to the event, scheduled for 7:00 p.m. Naturally, I arrived early; I was in Switzerland, after all.
Once there, I was warmly welcomed by the team, all busy taking care of the final details for what promised to be an evening to remember. Shortly after, Aimee and Emma from Yard-o-Led made their entrance as well, having travelled from Birmingham specifically for the event.
A Real-Time Glimpse Into Yard-o-Led’s Hand-Chasing Tradition
As I’ve already mentioned, the boutique’s guest of honor was Yard-o-Led, the British manufacturer with a history spanning more than 200 years, celebrated for its sterling silver creations and centuries-old hand-chasing technique. Representing the house were two key figures: Emma, the director who guides the brand with a deep respect for its legacy, and Aimee, one of the talented craftswomen whose five years of dedicated hand-chasing experience have already earned her the admiration of collectors around the world.
One of the most anticipated moments of the evening was when Amy carefully arranged her tools—small chasing hammers, steel punches, and a selection of traditional chisels brought directly from the Birmingham workshop—ready to offer guests a live demonstration of a craft that has been mastered for centuries. For me, and I guess for everyone present, it was a privilege to witness the complex techniques that rarely leave the workbench of the Birmingham atelier.
What followed was nothing short of extraordinary. Under the curious yet amazed eyes of the guests—because let’s be honest, it’s not every day you watch such a show—Aimee began to decorate the smooth silver surface of a writing instrument secured to the workbench, through precise hammer strikes and the steady focus of a Swiss watchmaker.
“I’ve been hand-chasing for five years now, and I learned most of it at Yard-o-Led. Everything I know about the craft, I learned there with my manager, Alex. My favourite design would have to be this rose pattern—two simple roses on the barrel, surrounded by negative space that really makes the motif stand out,” says Aimee, craftswoman at Yard-o-Led.
For many, it was the highlight of the night: a reminder that behind every Yard-o-Led pen lies not just technique, but devotion.
As I moved from one conversation to another, I came across Alexandra—an avid Yard-o-Led aficionado with an unmistakable enthusiasm for the brand. “I like that Yard-o-Led is a small family-run business, and it shows in the way they approach collections and craftsmanship in general. Their pens are so unique, and the fact that they are hand-chased it’s so beautiful,” she told me, revealing the special vintage Yard-o-Led fountain pen she had brought along.
The Calligrapher’s Touch: Handwritten Notes for the Season
With the festive season fast approaching, Style of Zug saw the perfect occasion to add a personal touch to the evening. They invited a professional calligrapher to handwrite messages set to travel around the world. And the instrument chosen to bring each letter to life could be none other than the majestic Yard-o-Led Grand Victorian in silver.
Guests made the most of Roland Hess’s presence, writing heartfelt greetings to friends, colleagues, and parents thousands of miles away.
An Evening of Conversation, Negronis, and a Special Launch
The welcoming atmosphere throughout the evening, along with the display cases filled with writing instruments, set the tone for conversations among enthusiasts who shared ideas about nibs, design, heritage, and personal writing rituals. A mini-bar serving Negroni cocktails, unlimited Franciacorta, and refined finger food—alongside a remarkable slow-cooked veal risotto—turned the gathering into an intimate celebration of taste and culture. For more than two hours, the boutique became a hub of stories, shared interests, and unexpected connections, all centered around the passion for writing and beyond.
“This is already the third Style of Zug event I’ve attended, and the atmosphere is beyond my expectations. The people here really take their passion for writing and pens to a whole new level,” says a guest while joining the queue for yet another Negroni.
Yet the moment that left the room buzzing long after the event ended was the exclusive reveal of a new special edition. Presented for the very first time at Style of Zug, Yard-o-Led introduced a Grand Victorian in Vermeil—a magnificent interpretation blending the ornate charm of Victorian chasing with the richness of 24k gold.
This exceptional piece is a Vermeil interpretation of the iconic Grand Victorian model, one of the maison’s signature silhouettes. Launched for the first time during the evening, the edition was produced in an extremely limited run, with the boutique receiving only three pieces. Judging by the audience’s reaction, the debut became not only one of the highlights of the night, but also a symbolic milestone in the collaboration between the British maison and the Swiss boutique.
“These are the only three in existence. We haven’t offered this edition anywhere else in the world—this is the first time it’s being released. It’s up to you to tell us how much they’re appreciated,” said Emma in conversation with Samuel as she unveiled the edition before the guests.
A Night to Remember
As the lights dimmed and the last conversations lingered, I took a moment to reflect on the evening—which, in my opinion, was truly memorable. Beyond the long discussions and the live hand-chasing demonstration that once again reminded me of Yard-o-Led’s respect for tradition and craftsmanship, I realized just how powerful the culture of writing is and how naturally it brings people together.
I take this opportunity to thank Style of Zug for organizing such an epic event and for making my attendance possible. I’m already looking forward to seeing what they’ll be up to next year, because I’m telling you, this boutique is always cooking something incredible.
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