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{{DISPLAYTITLE:Fabbrica Italiana Penne a Serbatoio Aurora}}{{DEFAULTCATEGORYSORT:Aurora}}[[File:Aurora-Logo.svg|center|500px|Aurora Logo]]

''Aurora'' has been one of the first Italian fountain pens manufacturers and between the oldest Italian company operating in this field. Among the countless small fountain pens manufacturers born at the beginning of the century, ''Aurora'' has been able to lead in production quality and industrial initiative, becoming a company that can contend the rival [[OMAS]] the title of the biggest producer of Italy.

The company was founded in Turin in [[1919]] by ''Isaia Levi'', and it is still present on the market as an independent producer of writing instruments. The production has always been of the best quality, and although the company did not create any revolutionary technical innovation, its pens have always been between the most original and innovative for their style and design, and so they remain among the most appreciated and sought by collectors.{{Infobox_Brand|Aurora}}
== History ==

[[Aurora]] was founded in [[1919]] in Turin, as ''Fabbrica Italiana Penne a Serbatoio Aurora'',<ref>meaning ''Fountain Pen Italian Factory [[Aurora]]''</ref> by ''Isaia Levi'', a wealthy financier and merchant of tissues, which after the end of the First World War decided to invest in the writing instruments production. Levi already saw the presence of many small producers in the industrial district of Settimo Torinese, but decided to give his company a precise direction towards an industrial production that should be at vanguard in both technical and qualitative terms, but also with a strong push towards the marketing of its products with large advertising and a strong support for the sales network.

The company was born as an Italian producer, imitating the Americans pens models of the same period, but it immediately got a good success for its production quality and for the functionality of its pens.  In particular, in a period of strong nationalism and autarkic policies under the fascist regime, the company made a strong leverage in its promotional materials, that its pens were not subject to customs duties, having the advantage of a lower cost.

[[Image:1923-05-Aurora-ARA.jpg|thumb|An [[Aurora]] advertisement from '20s.]]

The initial production was made of [[hard rubber]] models with the classical [[eyedropper filler|eyedropper]] or [[safety]] filler, clearly inspired by the pens produced by American companies like [[Waterman]] that at that time began to be marketed in Italy. These were black hard rubber pens in or smooth or [[BCHR|chased]] version, and also, but much more rare [[mottled]] models. There were also luxury models in gold plated or laminated metal [[overlay]], and also in full gold, which quality had nothing to envy to the pen produced by the more famous American brands.

[[Image:Aurora-RA1-Laminata-WithFiligreeBands-Open.jpg|thumb|left|A [[R.A.]] n.1 model]]

In the '20s the company began to produce [[lever filler]] hard rubber pens: the [[A.R.A]] model, standing for ''Aurora a Riempimento Automatico''<ref>meaning ''automatic filling [[Aurora]]''</ref> had a great success beyond the Italy boundaries and led [[Aurora]] alongside the major European manufacturers. At that time, the company followed the common practice of European producers who saw them build models similar to those marketed by big American producers, who then dominated the stylistic trends and technological development. But although they were obvious imitations, these models often ended up to be well above the original production for their quality or for specific stylistic achievements.

[[File:Aurora-ARA5-Duplex-Open.jpg|thumb|Aurora [[A.R.A.]] n.5 ]]

In the mid '20s also [[Aurora]] started production of [[celluloid]] pens, and in [[1927]] introduced the [[Aurora Duplex|Duplex]] series;<ref>there are some wrong references to this series as the [[Internazionale]], for example in the Enrico Castruccio book ''La Penna''.</ref> for its name was called a contest, the outcome of which was not then used.<ref>contrary to what Luca De Ponti argues in his book, the name chosen by the contest was not [[Duplex]], but ''"Alata"'', as evidenced by [[:File:1927-07-Aurora-RisultatoConcorso.jpg|this advertisement]].</ref> The pen was a [[lever filler]], proposed in four measures. I was a clear imitation of the [[Duofold]] with the cap head in black hard rubber and a ball [[washer clip]]. But unlike the [[Duofold]] the top models of [[Aurora Duplex|Duplex]] have a metal clip with enchased with a fine filigree decoration, which makes the [[Aurora Duplex|Duplex]] a real jewel of the Italian style.

[[Image:Aurora-Duplex-Medium-PearlBlack-Chiusa.jpg|thumb|A [[Aurora Duplex|Duplex]] model.]]

In [[1929]] the company was restructured taking a strategy of trade diversification; on that occasion were created two new sub-brands: the ''[[Olo]]'', which later become an official sub-brand, which was focused on the production of economic pens, cheaper than the [[Aurora]] branded, sold outside the stationeries, and the ''[[ASCO]]'', dedicated to the production of very economic pens for the lower end of the marked, initially aimed to produce advertising or promotion fountain pens, for the gift items market, but then expanded in the mail orders market.

Responding to the international success of the new [[streamlined]] style, [[Aurora]] started redesigning of its own models, that saw the gradual abandonment of flat shapes. In [[1930]] the new [[Superba]] model was introduced, still a [[lever filler]], and clearly derived from [[Aurora Duplex|Duplex]], but with tapered ends characterized by a very original style. The pen was produced only in the pearl and black, red and lapis colors, and remained in production for a very short time, which makes it very rare and highly sought.

[[Image:1932-03-Aurora-Edacoto-DuoModerne.jpg|thumb|A 1932 advertisement for ''Le Duo Moderne''.]]

In the early 30's [[Aurora]] sought to expand in the international arena and to enter the Spanish and French market. There are also [[Aurora]]'s pens found in Latin America, the result of  export policies to countries like as Argentina and Brazil. In [[1930]]<ref>date is debated, Luca De Ponti says 1932, Letizia Jacopini says a period between 1931 and 1932, but as reported in the following the [[Internazionale]] model appears in a December 1930 French advertising, from which we use this date.</ref> the company reached an agreement with ''Edac'', producer of [[Edacoto]], for marketing in France the ''[[Le Duo Moderne]]'', a set consisting by an [[Aurora]] fountain pen and an [[Edacoto]] mechanical pencil.

In December [[1930]] there was also the birth of the [[Internazionale]] model,<ref>according to what reported in [http://www.fountainpennetwork.com/forum/index.php?/topic/103973-aurora-international-the-perfect-mix this thread] it is shown in a December 1930 ADs in the ''L'illustration francaise'' magazine.</ref> also a [[levetta di fondo|back lever filler]], who was used also for ''[[Le Duo Moderne]]''. The pen, produced in four sizes and in a broad mix of colorful celluloid, has a wide metal band between two rings, decorated with a Greek motif. In the same period several pens intended for the export market, particularly for the French market, were made; they are in general quite similar to the [[Aurora Duplex|Duplex]], both in style and for being [[lever filler]].

[[File:Aurora-Novum-2s-Faceted-Medium-MarbledBlueVeined.jpg|thumb|left|A second series [[Novum]] model.]]

In [[1933]] was introduced the [[Novum]] model in two versions, with smooth or faceted body and cap, produced in a variety of different celluloid colors. The pen had a particular ''[[levetta di fondo|back lever filler]]'' system and a special security clip, present on the larger models, that at the insertion of the pen in the pocket triggered an hook that clipped the outside of the pocket fabric to prevent accidental exit, and that should be released by pulling forward the tip of the clip. With several variations the pen remained on the market until the early 40's.

The [[Asterope]] model was introduced in [[1934]], two years after the similar design of the [[Pullman]] model by [[Météore]]. This pen can be considered an ancestor and forerunner of the [[Capless]], produced by [[Pilot]] 30 years later. The pen had no cap; the nib could be moved inside the body of the pen, through a side slider, and was protected by a closing lid that opened when the nib was extracted. The pen had some success for its characteristic of being usable with one hand alone.

[[Image:193x-Aurora-Asterope.jpg|thumb|An [[Asterope]] advertisement.]]

Another famous model, much sought by collectors, is the [[Etiopia]], that was reported to be introduced in 1935 during the Abyssinia invasion made by the fascist regime in its policy of colonial expansion. It has been told that in that occasion [[Aurora]], which was rather linked to the regime using its slogans in the advertising, launched a special pen for the soldiers sent to Africa. Because of this the pen was an [[eyedropper filler]] equipped with a reservoir on the barrel to hold dried ink tablets. The ink could be obtained dissolving the tablets in the body of the pen adding water. The pen was made of white celluloid and the cap had an incision of the roman empire eagle mark.

But the story of a pen made for the soldiers sent in Africa, often used to underline the importance and rarity of the model, is just a fake, because the [[Etiopia]] was introduced only in [[1936]], when the war was already finished. So the model was just a clever marketing move, done to take advantage of the war propaganda, and also if [[Etiopia]] in not so common, it cannot be considered between the most rare [[Aurora]] models.

[[File:Aurora-Superna-Big-Borgogna-Chiusa.jpg|left|thumb|A [[Superna]].]]

In [[1937]] the [[Superna]] model was introduced, with a variation of [[levetta di fondo|back lever filler]], in which the lever was equipped with a small ball on the outer extremity and mounted vertically in a semi-spheric alluminium structure located on the bottom of the pen. The ink loading was carried out by removing the back cover to access the the lever and operating it through the ball.

Still in [[1937]]<ref>the year is indicated in [http://www.impreseneltempo-torino.it/index.php/imprese-nel-tempo/biografie-impresa/aurora/aurora-saprem this reconstruction] of the company history published by the Chamber of Commerce of Turin, which we have taken as a reference for data regarding the ownership structure of the company.</ref> the company, until then directly owned by Isaia Levi as a sole proprietorship, was transformed into a public limited company, which is why a new joint-stock company was founded, the [[Sapem]] (acronym for ''Società anonima penne e matite'') to which was conferred the ownership of the ''Fabbrica italiana di penne a serbatoio Aurora''.

In [[1938]], following the  ''visualated pens'' trend  showing the ink level started by the [[Vacumatic]], [[Aurora]] introduced the [[Optima]] model, a [[plunger filler]] made of transparent celluloid, which remained in production until the early '40s. Another model of the same year was the [[Topolino]], a simple [[button filler]] entitled to the Disney character, featuring a Mickey Mouse engraving, and oriented to youth people and students, soon paired with [[Biancaneve]]. From the same period should be noted the [[Aurora Iridia|Iridia]] model and the [[Aurora ML|ML]] line introduced in [[1938]], produced, at least officially, for the armed forces officers.

The Second World War was a crisis period for business: the curtailment of raw materials, and the difficulty on gold procurement, led to the creation of steel nibs.<ref>another incorrect story tells that gold was prohibited by law from 1937 because the autarkic program of the fascist regime, but no such law existed and gold nibs pen are reported to be on catalogs up 1941, along with ''[[Platiridio]]'' nibs and ordinary steel nibs (marked ''Durium'').</ref>  As it happened to other companies [[Aurora]] sought to replace the lack of material inventing precious names, and called its alloy steel ''[[Platiridio]]''. In [[1939]]<ref>someone tell 1940, so this dating is not fully confirmed.</ref> the [[Selene]], a [[button filler]] model, was introduced; it was made in celluloid with white metal finishes and a ''[[Platiridio]]'' nib.

The company, unlike the rival [[OMAS]], suffered heavy damage from bombing, the plants in Via Basilica were destroyed in [[1943]] and raw materials and archives were lost. But despite this after the war there was a great effort to rebuild the business. At the end of [[1946]], following the new market trends dictated by the [[Parker 51]], [[Aurora]] introduced an [[hooded nib]] model. The design of the pen was entrusted to the architect [http://it.wikipedia.org/wiki/Marcello_Nizzoli Marcello Nizzoli]: the [[Aurora 88|88]] was a masterpiece of the [[Aurora]] production, and obtained a great success.

The [[Aurora 88|88]] model was equipped with a very advanced [[piston filler]], with differential threads. The pen was made with a metal cap in both gold-plated metal or using an alloy of nickel and silver called ''[[Nikargenta]]''. The body was in celluloid with a transparent section, while the handle of the piston was in hard rubber. The [[Aurora 88|88]] was qualitatively and technologically far more advanced than a [[Parker 51|51]], the only plastic part was the sheath of the nib, and the feeder had a sophisticated supply system which allowed a regular ink flux.

In [[1948]] [[Sapem]] passed under the management of Giovanni Enriques, nephew of Isaia Levi; he had joined the board of directors three years earlier, and had become the majority shareholder at the end of 1946, after a capital increase; in 1948 he also assumed the position of managing director. He was the author of the relaunch of the company, which in the same year partly recovered its original name, becoming ''Aurora Società per Azioni''.

In [[1954]] (or in 1957), to counter the massive advent of the ballpoint pens, [[Aurora]] launched the [[Duo-Cart]], a [[cartridge filler]] economic model. The cartridges were carried out in polyethylene, and designed by [http://it.wikipedia.org/wiki/Giulio_Natta Giulio Natta], Nobel prize for chemistry. The distinguishing characteristic of the pen, exposed by the name, was the ability to contain within its barrel a second cartridge, to avoid to get out of ink. Following the same design the [[Aurora 888|888]] was also introduced, a [[cartridge filler]] version of the [[Aurora 88|88]].

In the following years the advent of the ballpoint pen affected the production in a ever more massive way. The company was sold to the family Verona in the early '60s, but always remained active in the market, starting to produce ballpoint pens. In [[1963]] was introduced the [[Aurora 98|98]] model, still a [[piston filler]] equipped with an additional reserve of ink called ''[[Riserva Magica]]'' which allowed to obtain a few drops of ink when the tank was empty. In [[1965]] the economic line [[Auretta]] was introduced, a [[cartridge filler]] produced in colorful plastic and directed especially to students.

The last model of historical significance is probably the [[Hastil]], designed by the famous architect [http://it.wikipedia.org/wiki/Marco_Zanuso Marco Zanuso] and launched in [[1970]]. It realized an huge international success, so that a copy of this pen is permanently exhibited at the Museum of Modern Art of New York. Made with a thin cylindrical steel body, the pen is characterised by an advanced feeder (called ''[[Idrograph]]''), by a nib mounted in a central position and by a cap with a peculiar retractable clip that falls within the cap when at rest, but that can be open when the pen must be inserted into a pocket.

In the following years the company has remained on the writing instrument market producing quality products, expanding its production to ballpoint and roller pens, and occasionally making new fountain pens models. To date, the [[Aurora]] remains between the major Italian pen manufacturers.

== External references ==
* [http://www.impreseneltempo-torino.it/index.php/imprese-nel-tempo/biografie-impresa/aurora/aurora-saprem] A Turin CCIA (chamber of commerce) publication, interesting.
* [http://www.aurorapen.it] Company web site, no valuable historical info, only marketing on actual models. 
== Notes ==
<references/>

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