In this episode, we travel to Portugal to chat with José Vieira, the owner of Viarco Pencil Co. José shares his perspective on the pencil as a tool for creativity and how his family business, which dates back to 1907, has embraced innovation and collaboration to survive in a competitive market.

José discusses the challenges faced by his company in the wake of Portugal's revolution in the 1970s, which led to a loss of competitiveness against larger brands. However, instead of giving up, José and his wife decided to buy the company in 2011 and pursue a different approach. They recognized the heritage and value of their business, and saw an opportunity to create a space for artists to experiment and collaborate.

Located in the town of São João da Madeira, known for its labor and textile industries, Viarco Pencil Co. benefits from its close proximity to various craftsmen and access to both traditional craftsmanship and modern technology. José describes their factory, a building with a rich history that houses their production line and even an area dedicated to artistic residencies. This space allows artists from the local community and beyond to freely explore their creativity without any obligations or restrictions.

José emphasizes the importance of learning from artists and users of their products to better understand the needs and potential applications of their pencils. By fostering a community of experimentation, Viarco Pencil Co. has gained valuable insights and expanded their knowledge about the diverse possibilities of pencil manufacturing.

Throughout the episode, José highlights the significance of combining ideas and embracing creativity to drive innovation. He shares his vision of the future, where Viarco Pencil Co. continues to preserve its heritage while adapting to new technologies and exploring collaborations with artists, companies, museums, and other manufacturers.