When I see “Made in Japan” somewhere, it immediately has my full attention. I love Japanese culture, its people, and of course the products — which are often made in a way that feels very different from what we are used to outside Japan. One of my favourite brands is andliebe, and I would like to tell you more about it.

Coming back to Japanese culture, I am of course aware that it has two sides. I have a few pen friends in Japan, and they have confirmed to me that many of the things I read about in books are true — but also that reality is more nuanced, and not everyone is satisfied with the way things are. Still, none of that changes the fact that Japanese makers often put a part of themselves into their products, and that their work gives them a sense of purpose. Some would call it ikigai — いきがい — or perhaps a craftsman’s devotion, shōsin — しょうしん. That is what I enjoy most about these products.

When Shimizu first wrote to me, I was genuinely excited — although at that point I knew nothing about the brand. From the very first glance, it felt different. I could immediately sense that these products were made by someone who actually uses fountain pens, someone who simply loves them and understands the needs of pen users.

When I opened the first 10-pen case, I was delighted. Beautiful leather, perfectly executed details, and not a single flaw or imperfection. Wow. Today, I own more of these products, and my appreciation for them keeps growing. Even after long-term use, the cases remain in absolutely excellent condition, which also makes them feel genuinely sustainable.

My enthusiasm eventually turned into curiosity, so I decided to interview Shimizu, the person behind these products. I am pleased to share that conversation with you here.

Who are you, where do you live, what do you enjoy doing, and what pens do you personally use?

I am 35 years old and based in Japan.

Before all of this, I worked as a regular office employee. I did not have any clear dreams or passions at the time. I was simply going through the motions, day by day.

Everything changed one Friday night after work, when I happened to watch a YouTube video introducing the Kaweco Special. Until then, I had no real interest in stationery at all. But something about that pen caught my attention, and from that moment, I slowly began falling into the world of stationery. Eventually, I discovered fountain pens as well — and after that, there was no going back.

Now, I genuinely enjoy the time I spend writing and being surrounded by my tools. I use different fountain pens depending on my mood and what I am writing. Even the simple act of choosing which pen to use has become a meaningful part of my daily life.

How did the idea of founding &Liebe come about? Was there a specific moment behind it?

Everything began with my love for fountain pens. There was one pen I saved up for little by little, using the small allowance I had at the time. When I finally bought it, it meant a great deal to me. It was not just a tool. It felt truly special.

Because of that, I wanted to protect it properly. But when I started looking for a pen case, I could not find one that felt gentle enough for a fountain pen. Many cases made me worry that the pen might get scratched or damaged over time.

So I thought: then I will make one myself. I wanted to create something that could safely hold and protect a pen that meant so much to its owner. That moment is what eventually led me to start &Liebe.

Do you remember the first product you created?

The first product I created was a 5-pen roll case. At the time, I was using a roll pen case myself, but I found the process of wrapping it and tying it with a string slightly inconvenient. I kept thinking, “It does not really have to be a string.”

So I designed a version that closes with a button instead. I wanted it to open and close smoothly, without small frustrations every time you use it. I also added a flap to fully protect the pens, so that each one could be kept safe and secure.

That desire — to bring a little joy to the user while removing small inconveniences — still guides the way I make products today.

Many people perceive Japanese products as more precise and more honestly crafted. Why do you think that is?

I believe craftsmanship has reached a very high level in many countries today. So perhaps the difference is not only about technical skill, but more about cultural values. In Japan, there is a strong emphasis on doing each task carefully and paying attention to even the smallest details. People tend to value precision and thoughtfulness, including in areas that are not immediately visible.

There is also a mindset of imagining the person who will eventually use the product, and making sure nothing is overlooked. I think it is this accumulation of small, careful decisions that leads people to perceive Japanese products as precise and honestly crafted.

How does Japanese culture influence your approach to design and manufacturing?

I think the Japanese concept of wabi-sabi has influenced my approach, even if subconsciously. I am drawn to simple designs. Rather than trying to define everything, I value leaving space — a kind of intentional emptiness. That space allows the user to discover their own way of using the product.

For example, in my zip pen cases and desk pouches, the pocket on the left side is intentionally left without dividers. If I added too many compartments, it would limit how the product could be used. By keeping it simple, I want to leave room for each person to adapt it to their own style.

Instead of forcing a fully completed idea onto the user, I prefer to leave space for the product to be completed through use. In that sense, I feel this approach is closely connected to the philosophy of wabi-sabi.

Is there still a strong respect for craftsmanship in Japan today?

I believe there is still a strong respect for craftsmanship in Japan. Many people continue to value well-made products and appreciate the care and attention that goes into creating something intended to be used for a long time. That mindset has not disappeared.

However, I have also heard that fewer people aspire to become craftsmen compared to the past. It often takes many years to develop the necessary skills, and there can be uncertainty in terms of income and stability.

Because of that, I think one of the most important challenges now is how to carry these skills and traditions forward to the next generation. Through my brand, I hope to play a small role in sharing the value and beauty of craftsmanship, and in keeping that culture alive.

What do you think Western brands could learn from Japanese craftsmen?

One thing Western brands could learn from Japanese craftsmen is the level of care given to parts that are not immediately visible. There is a strong focus on details that might not be noticed at first glance — finishing touches that only reveal their value over time. I think these small, careful decisions contribute to a deeper sense of trust and satisfaction when using a product.

Another aspect is the mindset of imagining the user. It is not only about creating something beautiful, but also about thinking through how it will be used, and how it will feel over time.

Of course, Western brands have many strengths, especially in design and storytelling. But I feel that combining those strengths with this kind of thoughtful craftsmanship could lead to even more meaningful products.

How do you select the leather for your products?

The most important factor for me is durability — choosing leather that can be used and enjoyed for a long time. These are items people use every day, so I want them to feel reliable and age well over time. In that sense, I find Tochigi leather especially outstanding.

It is strong and well made, but at the same time, it develops a beautiful character as it is used. I also focus on using Japanese vegetable-tanned leather. With use, it gradually gains a natural shine, and the colour deepens over time. Rather than simply being used, the leather evolves. It grows along with the owner. That is the kind of material I want to work with.

Why did you choose Tochigi leather specifically?

First of all, because of its durability. It is a material you can trust for everyday use — strong enough to last for many years. Another reason is the beauty of how it ages. Over time, it develops a rich patina, gaining depth in both colour and texture. I believe that process of change is part of what makes leather so special. I also feel that there are very few tanneries in Japan as dedicated to their craft as Tochigi Leather. The amount of time, care, and attention that goes into each piece is truly remarkable.

For these reasons, I continue to choose Tochigi leather for my products.

What distinguishes premium leather from average leather?

To be honest, it is not always easy to tell the difference at first glance. One key factor is how the surface is finished. By applying thicker coatings or pigments, imperfections can be hidden and the appearance can be made more uniform. However, this also means the leather will not develop much character over time.

These types of leather often look very smooth and clean. Even many high-end brands use this kind of finish. That said, I think there are many ways to define what “premium leather” is. For example, Hermès leather is undeniably beautiful, and you can feel its quality the moment you touch it.

But personally, I believe truly great leather is something that evolves with use. Over time, it develops a natural shine, the colour deepens, and it becomes uniquely yours. It is something you can enjoy as it changes — something that grows with you and becomes more meaningful the longer you use it. That is what I consider truly good leather.

Have you ever experimented with a material that ultimately did not work out?

Yes, many times. To be honest, I have had so many failures that I cannot even remember them all. But I think those trials and errors are exactly what led me to the materials I use today.

At the moment, I feel that the combination of the leather I use and the Ultrasuede lining is the best I have found so far. It protects fountain pens well, while also offering a good balance of feel and usability.

Of course, I will continue experimenting with new materials, but for now, this combination feels closest to what I am aiming for.

Which part of the production process is the most demanding, yet least visible to the customer?

I think it is mainly the material itself. Because we use natural leather and want to preserve its authentic character, we keep surface treatments and coatings to a minimum. As a result, each piece of leather has its own variations, and small marks or imperfections are unavoidable.

Even after a product is fully completed, if it does not meet our standards, we sometimes have to discard it. To be honest, that is one of the hardest parts. The stitching process is also very demanding. Even a slight misalignment means the product cannot be sold, so it requires a great deal of focus and precision.

What sets &Liebe apart from other makers of leather pen cases?

The most important thing for me is protecting the pens that our customers truly care about.

Fountain pens often carry deep personal stories. Some are passed down through generations, while others are gifts received at important moments in life and used for decades with care. I wanted to create something that could safely hold and protect those meaningful pens.

Also, while products themselves can be imitated, I believe what cannot be copied is the passion behind them. I genuinely love fountain pens, and I regularly share that passion through newsletters and blog posts. I think that connection — the love for the tools and the desire to share it — is also part of what defines &Liebe.

What emotion do you want customers to experience when they first handle one of your products?

I would be happy if, the moment they hold it, they feel: this is something special. Not just as a storage item, but as something that enhances the experience of using their favourite tools. Opening the zipper, looking at their pens, and thinking, “Which one should I use today?” — I hope they can enjoy that moment as well.

I want the product to gently lift their mood each time they use it, and over time, become something they naturally reach for every day. If it becomes something people love even more after they buy it, that would mean a lot to me.

Is function or aesthetics more important to you?

I believe it has to be a balance. That said, I place a strong emphasis on aesthetics. But at the same time, no matter how beautiful a product is, it does not mean much if it is not easy to use.

There are many products that look beautiful but are not practical. In the end, the ones people continue to use are the ones that feel natural and comfortable in everyday life. That is why I always try to balance both — beauty and usability.

Was there ever a product you personally loved that never made it to market?

If I truly like something, I do everything I can to bring it to completion. Rather than giving up halfway, I keep working on it until I feel it is right. That is my approach. It is really just determination.

Have you ever spent months working on something only to abandon it completely?

Yes, I have. For example, I received many requests to create a single-pen case, and I made several prototypes. However, in the end, I could not create something that I personally felt I would want to use, so I decided not to release it. It is very important to me that I genuinely want to use the products myself.

If I would not use it, I do not feel comfortable offering it to others.

Where do you want to take the &Liebe brand in the coming years?

I would like to continue focusing on stationery as the core of the brand. At the same time, I hope to expand into items such as bags and wallets, creating products that can bring joy to customers in more aspects of their daily lives.

If you had an unlimited budget and no constraints, what product would you create?

I would love to create a fountain pen. That is one of my dreams for the future. In particular, I am interested in making something that reflects Japanese tradition, such as a pen using urushi lacquer.

However, I know the bar is extremely high — not only in terms of craftsmanship, but also in achieving a truly exceptional writing experience.

Many of your products are often out of stock. Are production capacity limitations part of the challenge?

Yes, that is exactly the reason. Our products are made by skilled craftsmen in Japan, and each piece is carefully produced by hand. While it would be possible to increase production, doing so could lead to inconsistencies in quality. Because we prioritize quality above all else, we intentionally limit our production volume each month.

Are you currently developing any new products that have not been publicly revealed yet?

Yes, we are. We have shared some updates through Instagram and our newsletter, but we are currently developing items such as a stationery shoulder bag, a 20-pen case, and a mini tote.

Is there an object in your everyday life that you have used for years and consider an ideal example of craftsmanship?

Within our own brand, I would say the 3-pen zip case is one example.

It is designed to hold fountain pens on the right side and items such as mechanical pencils or rulers on the left. It has been a long-selling product that many customers continue to enjoy over time. I would like to keep creating more timeless products like this.

If you had to compare your products to a specific fountain pen brand or model, which one would it be?

That is an interesting question. If I had to choose, I would say something like Sailor fountain pens. Sailor is known for its dedication to writing performance, and for unique nibs such as the Naginata nib.

Rather than appealing to everyone, they create products that deeply resonate with those who truly appreciate them. That is something I strongly relate to. In the same way, I want to continue creating products that become truly special to the people who choose them.

Have you considered creating a case for collectors — something that can hold a very large number of pens?

Yes, I have.I am currently planning a 20-pen case, and I am about to start working on the first prototypes. I hope you will look forward to it.

I have noticed that you rarely offer discounts. Is that to preserve the value and positioning of the product?

I believe that offering discounts too easily can be unfair to customers who purchased at full price. If I were in their position, I would feel disappointed. As for pricing, I do feel that it could potentially be higher. However, because we operate with a small team and focus on direct online sales, we are able to offer our products at the current price. I try to maintain a balance, and to offer products at a price that feels fair and aligned with their value.