Loulerie In Paris
As the founder of Loulerie, I’ve always believed that creativity is born from experience, and Paris, with all its beauty and timelessness, never fails to inspire me. This recent trip to Paris was particularly special.
I came with a specific purpose: to bring our Parisian Collection to life by connecting the designs to the places that first sparked their creation. Places like Place des Vosges, Place Vendôme, and Saint-Germain have been the heartbeat behind many of our pieces, and this trip was about sharing that story.
A Ritual of Creativity
There’s something magical about routine in Paris. I find comfort in sitting at my favourite cafés, sipping a glass of wine, even if I'm on my own, and just absorbing the city. It’s become a ritual for me—a way to ground myself in the midst of a bustling schedule. Whether it's the golden light of a late afternoon or the quiet hum of conversation around me, these moments fuel my creative soul. Sitting in these cafes, I find that the beauty and artistry of Paris—the architecture, the atmosphere, the people—all flow effortlessly into my designs.
There’s a special kind of calmness for me in watching the world go by, and it’s in these moments of stillness that ideas often come to life. Paris, for me, is a canvas—one that is constantly changing yet rooted in timeless elegance.
The Charm of Independent Boutiques Beyond the cafés and cobblestone streets, Paris has a deep appreciation for independent boutiques. There’s a sense of pride in these small, carefully curated shops, whether it’s a bakery, an optician, or a tiny atelier tucked away in a quiet corner of the city. As a retailer and designer, I deeply resonate with this. It’s a reminder of why we do what we do at Loulerie to create something meaningful, something unique. On this trip, I made it a point to visit some of my favorite boutiques and explore new ones. Each visit offered fresh ideas and sparked creativity in unexpected ways. I brought my team along to soak up the atmosphere, to feel the energy of these independent spaces, and to be inspired by the craftsmanship and passion that goes into each one. It reminded me that as a brand, it's vital to always expand our vision, to be open to new ideas, and to remain rooted in our dedication to artistry and quality.
Connecting the Story Behind the Parisian Collection
One of the most rewarding parts of this trip was seeing the full circle of our Parisian Collection—from the initial spark of inspiration to the finished pieces, and now, photographing them in the very places that inspired their design. Place Vendôme, with its history as a centre for fine jewellery, felt like a natural home for the collection. Place des Vosges, with its beautiful symmetry and romanticism, added a layer of elegance to the storytelling. This wasn’t just a photo shoot for me—it felt like an evolved part of our narrative.
At loulerie the designs are only part of the story. What’s equally important is the storytelling behind each piece.
It was incredible to bring that story to life by showing not just the jewelry, but the moments, places, and emotions that inspired their creation.
From the cafes and boutiques that sparked new ideas to the photo shoots that brought our designs to life, it was a journey that I’ll carry with me as we continue to evolve and tell the story of loulerie . Paris will always be a part of who we are, and I can’t wait to share this chapter of our story with you.
- Louise x
