WHO ARE YOU?
My name is Justine, and I am the founder of Aéle Paris.
HOW DID YOU COME UP WITH THE IDEA TO START AÉLE PARIS?
I've been wearing hats since a rather sad event: my father had cancer about ten years ago, or even more. Seeing him lose his hair made me want to cover mine, and by wearing hats, I felt protected. Fortunately, he recovered, and I continued to wear these accessories, which I find both practical and elegant. Hats are truly a confidence booster for me. After that, I followed my path: I studied fashion, then management and strategy. After several professional experiences in the textile industry, fashion, and entrepreneurship, I naturally wanted to cross to the other side of the mirror and try this adventure by launching my own hat brand, Aéle Paris, which is now a high-end, customizable, and sustainable hat brand. It's a subtle marriage between two arts I cherish: millinery and embroidery.
WHAT INSPIRES YOU TODAY?
I try as much as possible not to mark my creations with artistic periods or things that have already been done. Today, what inspires me is more instinct. I draw my inspiration from the small things in everyday life that make me smile, especially for my embroidered brooches, like the Cerf (Stag). I had this idea of an animal that represents grace, strength, etc. In these craft professions, it's very much a matter of instinct. You have to test combinations of colors, hats, ribbons, felts... And after all that, it's reinterpreted by my workshops; that's how a product is created. I never start from an existing element, or I try not to draw inspiration in that way. I experiment several times, and if it works, great, if not, too bad. There are models where I thought it would be superb, but in the end, when testing, we couldn't find the color associations that did justice to the drawings, to the designs, so we abandoned them. I try not to start with too many preconceived ideas, because in craftsmanship, in handmade products, it can really vary from one artisan to another, from one embroiderer to another, so you have to test. I get my inspiration from things that make me smile and that will make people smile.
YOUR FAVORITE PIECE?
It's not one piece, it's a trio. Our concept is product customization, the ability to personalize your headwear as you wish. Currently, my favorite combination is the black Feddie with the blue Tradie ribbon and the embroidered Barnabie brooch. We're in shades of blue, and I like it because it adapts to very professional looks if worn with a gray suit or a blue sweater, but it also works with a little black dress or a casual outfit. Plus, the scarab is a small lucky charm, and it's nice to have that symbol with you.
YOUR UPCOMING PROJECTS FOR AÉLE PARIS?
Two drops: one for spring and one for summer, which serve as collections. What I call a drop are mini-collections, with brand new products that we have never released, such as straw hats and headbands. The first collection will be very spring-like, very romantic, while the other will be more electric, perfect for summer.
There's also a collaboration for Easter with another artisan house, Maison Hadrien Chocolatier, specializing in chocolate.
A FUN ANECDOTE FROM YOUR LIFE AS AN ENTREPRENEUR?
My partner and I were returning from vacation this summer. We arrived in Paris around 2 p.m., and my carrier called me, saying he had 500 kilos of packaging arriving for us. Being tired after our vacation, we had to carry those 500 kilos of merchandise upstairs. At that time, I didn't have a workshop, so my workspace at home was filled with boxes, and for a week, we had to live with that. In 3 days, I found a premise; it was really a stroke of luck!
A MANTRA THAT GUIDES YOU?
A quote from Benjamin Franklin: "Many roads lead to success, but only one leads invariably to failure, that of trying to please everyone." In my moments of doubt, because there are some, this sentence reminds me that I cannot please everyone and that's OK. My brand is designed for women to celebrate their individuality by creating designs that suit them. This is something I try to apply in my personal life and through my Aéle Paris creations: always stay myself, and if not everyone likes it, too bad.
YOUR FAVORITE ADDRESSES IN PARIS?
There's an address for foodies, it's Fou de Pâtisserie on rue Montorgueil. It's a pastry shop that offers creations from the greatest Parisian chefs. Often, the menu changes, and you can find pastries from Cédric Grolet, Pâtisserie des Rêves, etc. What's interesting is that they offer pastries from great chefs in their shop, which allows you to taste their creations. If you're lucky enough to come across the pistachio tart from Jardin Sucré pâtisserie, it's truly a delight!
For a second address, there's a speakeasy in the Marais called Sherry Butt, which offers a very nice selection of cocktails. It's a rather intimate setting, nice for a romantic date or with a friend.
Find the AÉLE PARIS brand on their e-shop https://aeleparis.com/