There's something satisfying about the feel of luxury pens and how they glide across paper that compels aficionados to spend hundreds of dollars to acquire them. That sensation can't be duplicated online, but a 20% sales increase this year at fine writing instrument retailer ParadisePen.com proves that's no barrier for a well-designed e-commerce site. Product enlargements magnify tiny details to differentiate key features like nibs. A refill finder pops up compatible ink supplies. Since relaunching with a sleeker look this year, the site's moved to a new platform and boosted SEO efforts, further accelerating sales, says vice president Jim Paradise. That helped score a major coup: This fall, ParadisePen.com became the first U.S. retailer authorized to sell the storied Montblanc pen brand online.

• Date Launched:2002
• Unique Visitors:24,000
• Web-based Sales:Order the Hot 100 issue