My brother went to Hamburg to see the Taylor Swift Eras concert, and while he was in the city he went to the Mokeskine store and bought me these two embossed Moleskine pocket softcover blank notebooks:
They were already embossed, even though it was clear that the embossing had been done manually in store and not in a factory. How can you tell? Look at the Hamburg coat of arms notebook (the left one in the picture). Can you see how it was embossed and then the notebook moved and it was embossed again, causing a double outline? Also the left part of the embossing is fainter than the right one.
I don’t mind it – it gives the notebook character and a human touch. It makes it less precious on the one hand and more unique on the other, as it’s literally a one of a kind notebook now. But it’s this embossing that got me thinking about the Moleskine store experience again.
I used to love going to Molesking stores. There wasn’t one locally so everywhere I would travel to I’d check if there was a Mokeskine store in the area and make a point to visit it. This was for two reasons:
- Moleskine stores used to have store exclusive limited editions of their notebooks. It usually meant that one of the their limited edition collections had a specific notebook design that was only available for purchase in a Moleskine store.
- Moleskine store used to have large rubber stamps specific to that store that you could freely use to personalize your notebook.
Both things are no longer true, but the second of these – the stamps that Moleskine no longer puts in their stores – is what I want to focus on.
The stamps were a great idea: there was a standard Moleskine logo stamp, but there was also a local stamp (similar in concept to the design embossed on the notebooks above). Those were the best, as you could mark your notebook with a memory of the place you visited. What was even better was that you didn’t have to purchase anything or even use the stamp on a Moleskine notebook. I had a Moleskine pocket reporter that I travelled with and stamped, but I also stamped Field Notes notebooks.
Lots of people came into the store for the stamps, even those who were clearly not regular Moleskine users. And while you’re in the store, you browse the notebooks, you check out the pens and the bags, and you usually leave with a few of them. If you’re a Moleskine collector you of course pick up one of the store exclusive designs.
So what happens today when you go into a Moleskine store?
Well there are no store exclusives anymore, and instead of the free stamps you can purchase add-on personalizations to your Moleskine. Note the word purchase – these add-ons aren’t for free. You can add patches and hot foil printing (of the kind done on the Hamburg notebooks), or add charms to your notebook’s elastic closure. You can only do it on a Moleskine product, and even then not all personalizations are available for all notebooks (you can’t foil print on certain covers, for example). Also to make a notebook like the little Hamburg ones you are talking about almost doubling the price of the notebook. Yikes.
I don’t understand why Moleskine don’t:
- have at least one or two limited editions only available in store. It seems like they have enough stores to justify this.
- keep the free stamps in store as well as offer personalization services for those who want them.
The stamp overhead in particular seems to be negligible, particularly in comparison to the foot traffic it drove into their stores and the delight it gave to their fans. In an age where we are constantly being pushed to make impersonal purchases online, a touch of something kind, creative and whimsical like the Moleskine stamps is much needed and appreciated.
