When we are surrounded by a gazillion brands that offer industrialized collections of clothing, let us talk about a brand that stands out with its simple and unique collection. This is an interview with the designer, Isabelle Trepat-Kelly, Owner / CEO – Jules & Juliette Paris. It is a French brand, based in Dubai, created in 2013 in the South of France, dedicated to Kids Fashion from New Born to 10 years old. The variety and quality of the materials, add a “French Touch” to the entire collection.
After working 13 years for the Chalhoub Group, I entered the Franchise business in 2006; I was a franchisee of a famous French brand, AGATHA Paris, Fashion Jewelry.
I developed as well the AGATHA franchise in GCC, Saudi Arabia, UAE, Qatar, and Bahrain.
With all this experience, we decided to become a franchisor.
The concept was created in the South of France; we wanted to create a concept for children, organic cotton, refined materials, simple and elegant at the same time
We wanted the Retail Concept to be different, elegant and warm with a strong interaction with children.
We have a digital black board for the children to have fun; we take pictures with a Polaroid camera and in some of the boutiques, the children can relax in huge cushions….
Jules and Juliette are first names in my family for generations. My great grand-mother was called Juliette.
The full logo is Jules & Juliette Paris with an hot-air balloon.
This is as well linked to my family with so many warm memories.
My Dad, in his free times, is a hot-air balloon pilot in France, in the Pyrenees. He is flying very often over beautiful mountain sceneries.
Jules & Juliette is different from our competitors by its positioning.
Our direct competitors are mostly high-end, with very often a “cold” and very “classical” concept.
Our retail concept is like a Gem, very elegant. However, our collection remain affordable.
Our baby line, Petit Jul’s is made in Portugal with 100% organic cotton.
Franchisees that we are looking for are real partners for the long time.
We want to work hand in hand to develop the brand together in their territories.
We faced many challenges over the year; in franchising, it is mainly to find the right location at the right price.
We overcame this challenge thanks to a good knowledge of our domestic market, networking and strong negotiation skills.
Challenges are as well the creativity behind our collections and the right manufacture. Details are so important.
We overcame this challenge by working with the right team and supplier.
The best achievement is first the creation of an international brand, from A to Z, its logo, its collection, its retail concept, its packaging…
It is as well to see Jules & Juliette growing, with Flagship boutiques, corners at Galeries Lafayette, and in current talks with large territories such as US, China and South Korea.
The day is usually starting by a quick analysis of the sales of the previous day and replenishment if needed.
The rest of the day is dedicated to the growth of the band: collection, marketing tools, supporting our existing clients, and review commercial opportunities.
The best moment is always when we open the doors of a new boutique. It really gives a good sense of achievement.
We are working hard to see “Jules & Juliette Paris” in major capital, first of the GCC and hopefully other territories.
We would say 10 boutiques in the next 5 years.
We are confident; there is no many options of franchising in children wear. It is however, the only fashion category showing a good and constant growth.
– Study well your domestic market and the competition
– Look at the long term as franchising is good investment with a proven retail concept
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