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| Soaring Sales for $4,500 Puzzles? In a Lockdown, It All Fits | Soaring Sales for $4,500 Puzzles? In a Lockdown, It All Fits |
| (about 5 hours later) | |
| The change was as sudden as it was baffling. For some reason, Par Puzzles — an 88-year-old boutique operation on Long Island that sold handcrafted jigsaw puzzles for as much as $4,500 — was doing big business. | The change was as sudden as it was baffling. For some reason, Par Puzzles — an 88-year-old boutique operation on Long Island that sold handcrafted jigsaw puzzles for as much as $4,500 — was doing big business. |
| The company’s owners — John Madden, a retired wallpaper hanger, and his 38-year-old son, Justin — quickly realized that the coronavirus pandemic had given them a rare opportunity. | The company’s owners — John Madden, a retired wallpaper hanger, and his 38-year-old son, Justin — quickly realized that the coronavirus pandemic had given them a rare opportunity. |
| It was a quirk of the lockdown that after years of mild interest, the public was hungry for puzzles. And with inventory on Amazon low and big puzzle makers forced to halt their operations, determined shoppers had found Par and put in their orders. | It was a quirk of the lockdown that after years of mild interest, the public was hungry for puzzles. And with inventory on Amazon low and big puzzle makers forced to halt their operations, determined shoppers had found Par and put in their orders. |
| It was a lot of work for such a small business. “Off the charts,” John Madden said. | It was a lot of work for such a small business. “Off the charts,” John Madden said. |
| Justin Madden, who splits the handiwork with his father, described a chaotic April and May. | Justin Madden, who splits the handiwork with his father, described a chaotic April and May. |
| “Hustling, day and night, seven days a week,” he said. “It meant hands and fingers that were literally worn down to the nub.” | “Hustling, day and night, seven days a week,” he said. “It meant hands and fingers that were literally worn down to the nub.” |
| The Maddens make jigsaw puzzles the old-fashioned way: by cutting pieces from slabs of wood “free-form,” without drawing any shapes in advance. An 800-piece puzzle can take four days to make using one of the 1930s-era scroll saws in the Maddens’ workshop. | The Maddens make jigsaw puzzles the old-fashioned way: by cutting pieces from slabs of wood “free-form,” without drawing any shapes in advance. An 800-piece puzzle can take four days to make using one of the 1930s-era scroll saws in the Maddens’ workshop. |
| “Our creations are a one-of-a-kind,” Justin Madden said. “I can never cut, and he can never cut, the same puzzle twice.” | “Our creations are a one-of-a-kind,” Justin Madden said. “I can never cut, and he can never cut, the same puzzle twice.” |
| Making puzzles this way takes Zen-like concentration. “Every single piece is an opportunity to ruin the whole puzzle,” Justin Madden said. If the saw snaps a piece, for example, cutting a duplicate may not be possible. That’s the case when working with a rare poster; there is no second poster from which to cut. | Making puzzles this way takes Zen-like concentration. “Every single piece is an opportunity to ruin the whole puzzle,” Justin Madden said. If the saw snaps a piece, for example, cutting a duplicate may not be possible. That’s the case when working with a rare poster; there is no second poster from which to cut. |
| Yet this is the very method used by the company since its origins during the Depression, when it was founded in 1932 by two unemployed New Yorkers. | Yet this is the very method used by the company since its origins during the Depression, when it was founded in 1932 by two unemployed New Yorkers. |
| The men, Frank Ware, an advertising director, and John Henriques, who sold real estate, had lost their jobs and turned to cutting jigsaw puzzles, which had just become a national craze. | The men, Frank Ware, an advertising director, and John Henriques, who sold real estate, had lost their jobs and turned to cutting jigsaw puzzles, which had just become a national craze. |
| The puzzles produced in that era were often simple and made from cheap cardboard. Mr. Ware and Mr. Henriques had something else in mind for Par. | The puzzles produced in that era were often simple and made from cheap cardboard. Mr. Ware and Mr. Henriques had something else in mind for Par. |
| “They decided to go the high route and cater to the rich and famous,” said Anne D. Williams, a retired Bates College professor and the author of “The Jigsaw Puzzle, Piecing Together a History.” | “They decided to go the high route and cater to the rich and famous,” said Anne D. Williams, a retired Bates College professor and the author of “The Jigsaw Puzzle, Piecing Together a History.” |
| The two men took to cutting puzzles from prints by modern artists — Picasso, Dalí and Léger, among others — and from posters they collected from theaters, circuses and even travel agencies. They were especially drawn to sleek advertisements for airlines and railroads. | The two men took to cutting puzzles from prints by modern artists — Picasso, Dalí and Léger, among others — and from posters they collected from theaters, circuses and even travel agencies. They were especially drawn to sleek advertisements for airlines and railroads. |
| Not only were Par puzzles handmade, they were also difficult to put together, arriving in a mysterious black box. Even today, a picture of the puzzle is not provided. | Not only were Par puzzles handmade, they were also difficult to put together, arriving in a mysterious black box. Even today, a picture of the puzzle is not provided. |
| “If you’re someone who starts a puzzle with corners and edges,” said Ms. Williams, the puzzle historian, “a Par puzzle would be very hard for you.” | “If you’re someone who starts a puzzle with corners and edges,” said Ms. Williams, the puzzle historian, “a Par puzzle would be very hard for you.” |
| The company’s creations were also whimsical. Mixed in with the odd-shaped pieces were those of recognizable figures — a ballerina en pointe, a movie director shouting into a megaphone, a burglar fleeing with a sack — a selection of which were cleverly inserted into each puzzle. There was always a seahorse, Par’s emblem. | The company’s creations were also whimsical. Mixed in with the odd-shaped pieces were those of recognizable figures — a ballerina en pointe, a movie director shouting into a megaphone, a burglar fleeing with a sack — a selection of which were cleverly inserted into each puzzle. There was always a seahorse, Par’s emblem. |
| Par puzzles were a hit with biggest stars of the day. Humphrey Bogart and Marlene Dietrich were known to be fans. The Rockefellers became loyal customers, as did the Prince of Wales, Edward VIII. | Par puzzles were a hit with biggest stars of the day. Humphrey Bogart and Marlene Dietrich were known to be fans. The Rockefellers became loyal customers, as did the Prince of Wales, Edward VIII. |
| Par’s founders made puzzles until the 1970s, after which the business was passed to a series of apprentices, including John Madden. He came to puzzle making at 23 after working as a wallpaper hanger. | Par’s founders made puzzles until the 1970s, after which the business was passed to a series of apprentices, including John Madden. He came to puzzle making at 23 after working as a wallpaper hanger. |
| Mr. Madden trained at making puzzles for several years before he was given ownership in the company in the early 1980s. He excelled at his craft, but he didn’t have the original owners’ rapport with celebrity clients. He worried about his prospects. | Mr. Madden trained at making puzzles for several years before he was given ownership in the company in the early 1980s. He excelled at his craft, but he didn’t have the original owners’ rapport with celebrity clients. He worried about his prospects. |
| “I didn’t think there was enough money in it to support two kids, a wife and my house,” Mr. Madden said, “all with a handmade item from the 1930s.” | “I didn’t think there was enough money in it to support two kids, a wife and my house,” Mr. Madden said, “all with a handmade item from the 1930s.” |
| Hanging wallpaper was a safer bet, and that’s what he did until 2007, relegating puzzle-making to nights and weekends. His customers included President George H.W. Bush and his wife, Barbara. Mr. Madden saved their thank-you notes. | Hanging wallpaper was a safer bet, and that’s what he did until 2007, relegating puzzle-making to nights and weekends. His customers included President George H.W. Bush and his wife, Barbara. Mr. Madden saved their thank-you notes. |
| When the financial crisis hit in 2008, Justin Madden, then 26 and living in California, lost his job as a bond trader. | When the financial crisis hit in 2008, Justin Madden, then 26 and living in California, lost his job as a bond trader. |
| Just as Par’s founders had done in the Depression, he decided to give puzzle-making a try. He installed a scroll saw next to the bed in his studio apartment in Los Angeles. “I put a tarp over the bed to protect it from sawdust,” he said. | Just as Par’s founders had done in the Depression, he decided to give puzzle-making a try. He installed a scroll saw next to the bed in his studio apartment in Los Angeles. “I put a tarp over the bed to protect it from sawdust,” he said. |
| His father was a willing teacher. | His father was a willing teacher. |
| “I’d be on the phone with my dad, asking him questions about the saw or the piece size,” the younger Mr. Madden said. He started making small puzzles as gifts for friends. Soon he was hooked. | “I’d be on the phone with my dad, asking him questions about the saw or the piece size,” the younger Mr. Madden said. He started making small puzzles as gifts for friends. Soon he was hooked. |
| In 2010, he moved back home to Long Island to pursue puzzle-making full time. He cut a 300-piece puzzle every day for a year, sometimes from his own collages. “I was pushing the envelope on each of the designs and the creative aspects of the business,” he said. | In 2010, he moved back home to Long Island to pursue puzzle-making full time. He cut a 300-piece puzzle every day for a year, sometimes from his own collages. “I was pushing the envelope on each of the designs and the creative aspects of the business,” he said. |
| He drew inspiration from 1970s album covers and Pop Art, and honed a puzzle-maker’s eye for prints and illustrations. Images with irregular edges, vibrant color blocks and monochromatic repetition, he said, all help to challenge those who do puzzles. | He drew inspiration from 1970s album covers and Pop Art, and honed a puzzle-maker’s eye for prints and illustrations. Images with irregular edges, vibrant color blocks and monochromatic repetition, he said, all help to challenge those who do puzzles. |
| Working together, the Maddens increased their output to around 80 custom puzzles a year. Then they hit a wall. | Working together, the Maddens increased their output to around 80 custom puzzles a year. Then they hit a wall. |
| “Our pricing pushes us out of the comfort level of most Americans,” Justin Madden said. “Our cheapest puzzle is around $900, and typical middle-class gifts are not $900.” | “Our pricing pushes us out of the comfort level of most Americans,” Justin Madden said. “Our cheapest puzzle is around $900, and typical middle-class gifts are not $900.” |
| The price was enough to make most of the people who inquired about puzzles this spring look elsewhere. Thousands discovered another company, Liberty Puzzles in Boulder, Colo., whose 500-piece, woodcut puzzles sell for around $100 each. Days before Colorado issued a stay-at-home order, Liberty’s online shopping cart was inundated. | The price was enough to make most of the people who inquired about puzzles this spring look elsewhere. Thousands discovered another company, Liberty Puzzles in Boulder, Colo., whose 500-piece, woodcut puzzles sell for around $100 each. Days before Colorado issued a stay-at-home order, Liberty’s online shopping cart was inundated. |
| “It was like an explosion,” said Chris Wirth, one of the company’s founders. “We had to turn off our internet ordering for the first time ever.” | “It was like an explosion,” said Chris Wirth, one of the company’s founders. “We had to turn off our internet ordering for the first time ever.” |
| Since opening in 2005, Liberty has made puzzles with computers, using design software and laser cutters to mass-produce them. A laser-cutting machine can turn out a 500-piece wooden puzzle in 45 minutes. Liberty has 44 laser cutters in its factory. | Since opening in 2005, Liberty has made puzzles with computers, using design software and laser cutters to mass-produce them. A laser-cutting machine can turn out a 500-piece wooden puzzle in 45 minutes. Liberty has 44 laser cutters in its factory. |
| Ms. Williams, the puzzle historian, said that laser-cut puzzles were noticeably different from hand-cut puzzles. | Ms. Williams, the puzzle historian, said that laser-cut puzzles were noticeably different from hand-cut puzzles. |
| “Most of the laser-cut puzzles are looser” because of the way lasers burn through wood, she said. None of them are one-of-a-kind, either. | “Most of the laser-cut puzzles are looser” because of the way lasers burn through wood, she said. None of them are one-of-a-kind, either. |
| Mr. Wirth conceded both points, but at $100 a puzzle, he said, Liberty’s 650 offerings are far more accessible. “For $1,000, you can get 10 of ours,” he said. | Mr. Wirth conceded both points, but at $100 a puzzle, he said, Liberty’s 650 offerings are far more accessible. “For $1,000, you can get 10 of ours,” he said. |
| Liberty was shut down from mid-March through April. When it reopened in May, the orders quickly reached factory capacity. Currently, 5,000 customers are on a two-week waiting list and can only buy one puzzle each. | Liberty was shut down from mid-March through April. When it reopened in May, the orders quickly reached factory capacity. Currently, 5,000 customers are on a two-week waiting list and can only buy one puzzle each. |
| “It’s a very old form of entertainment and was just ripe for a comeback,” Mr. Wirth said of today’s jigsaw puzzle craze. | “It’s a very old form of entertainment and was just ripe for a comeback,” Mr. Wirth said of today’s jigsaw puzzle craze. |
| Justin Madden has considered moving Par into laser cutting and selling its puzzles in limited editions. “That could make it more viable,” he said. “We could still have people enjoy our puzzles but they don’t have to be these one-of-a-kind.” | Justin Madden has considered moving Par into laser cutting and selling its puzzles in limited editions. “That could make it more viable,” he said. “We could still have people enjoy our puzzles but they don’t have to be these one-of-a-kind.” |
| For now, the Maddens are happy that Par’s orders tripled this spring to 35, a result of these extraordinary times. | For now, the Maddens are happy that Par’s orders tripled this spring to 35, a result of these extraordinary times. |
| “We had a chance to show people what Par Puzzles are like,” Justin Madden said. “If I could do this full time, forever, I would love to do that.” | “We had a chance to show people what Par Puzzles are like,” Justin Madden said. “If I could do this full time, forever, I would love to do that.” |