‘High Quality, Low Volume’ Drives GouletPens.com to 35 Employees, 4,500 SKUs

Conventional ecommerce wisdom is that merchants should sell across multiple channels, manufacture or control their products, and scale. Don't tell that to Brian Goulet, president of The Goulet Pen Company, which sells high-end fountain pens and writing accessories. "I wanted to be a craftsman," Goulet told me. "That approach shapes our whole business. We have a craftsmanship mentality of high touch, high quality, high level of service — with a lower volume. I was never trying to scale or sell...