very beautiful and in good working order. However, when we visited the boutique, it was clear that it lacked means and needed a lot of work. Despite this, the image was as it is today. People love Tartine et Chocolat, it reminds them of their childhood and they see it as a symbol of high quality. I knew it wouldn’t be easy, but it was just a question of waking the Sleeping Beauty. W H AT W A S Y O U R M A I N P L A N O F AC TION? I always start with the key aspect – the product. We started collaborating with a stylist in order to create a product that was timeless but also on-trend. Next, we gathered all of our
toy and how it feels…Those who were joint at the hip with their Léon the Hedgehog when they were little smell his scent and are taken straight back to their childhood. This is the same when you see the Garda stripes that have existed for a very long time. New mothers in their 30’s come here because they want to buy something for their baby that they had when they were young. It’s an amazing phenomenon. A ND WH AT M A DE THE B R A ND SO SU CCE SS FU L A B ROA D? It’s the French aspect that makes it so attractive as a brand, as well as its timeless and elegant qualities that I definitely didn’t want to change when we took over. Our brand, aimed at babies and small children, was branded with a timelessness and we just had to preserve this French elegance. Tartine et Chocolat works very well in Russia, which was our first international market along with the Middle
‘‘ associated with a smell, a soft toy
Tartine et Chocolat is and how it feels… It’s an amazing phenomenon.
licensed products – toys, furniture – in order to rework the collections with even higher quality. We started from scratch. Today, the team is made up of a Collection Director and Laurence, our stylist, who works freelance in order to provide us with an outside perspective. Next, we have seven others who work in creation, graphic design and model making… We also have other teams dedicated to childcare, furniture and soft toys. WH AT M A K E S TA RTIN E E T CH O COL AT DIFFE R E NT FRO M OTH E R B R A N DS? Above all, it’s the sentiment. Today, luxury brands begin creating childcare products as a knock-on effect of their global expansion, but the thing that makes us different is the feeling that our brand evokes. Tartine et Chocolat is associated with a smell, a soft
East and South Korea, where we have 120 points of sale. H A V E T H E C O L O U R S A N D M AT E R I A L S Y O U U S E E V O LV E D O V E R T I M E ? During the first five years, we only used pastel colours. Then our export developed enormously, even overtaking France, and we were faced with needs and tastes that weren’t all necessarily the same. So we decided to offer more vibrant colours, which were very well received, even in France. For two or three years, we became more daring, even if we sold mostly pinks and sky blues. As for materials, we pay close attention to how they feel; the softness and up-keep are a priority. We tend to use very high quality and very comfortable materials. For the junior range, we mix this with very refined materials.