Jules & Juliette is a boutique with a “French Touch” that specializes in apparel for children. The business was established in 2013 by Isabelle Kelly, whose children served as inspiration for her beautiful sense of elegance in an ancient Pyrenees castle. Under the creative direction of Samera Taleb, an ESMOD graduate and mother of four, Jules & Juliette is revolutionizing children’s fashion. Every collection, which features a distinctive attention to detail, skillfully combines comfort and refinement, ranging from luxuriant European cotton to luxurious Italian linen. Let’s talk about Jules & Juliette’s success story in this interview.
I was working for the Chalhoub Group for 13 years and was exposed to many international brands with franchising concepts.
After this very rich experience, I managed the Middle-East subsidiary of a fashion jewelry brand called AGATHA Paris with a network of 300 boutiques worldwide.
I wanted to create my own brand and had the opportunity to do so
The concept was created in the south of France with the aim of developing beautiful, comfortable, and refined collections for children.
Jules & Juliette’s signature is attention to detail and finishing, far from industrialized collections.
Jules and Juliette are very popular names in France. Juliette was my great-grandmother, and Jules was her cousin.
The logo features a hot air balloon inspired by my dad being a balloon pilot.
The brand essence is rich in family history with a very strong DNA.
Jules & Juliette Paris is different from competition by its attention to details and the ability to adapt to the needs of specific markets.
The most important would be their professionalism and capability to implement the road plan.
Communication would also be key.
On average, it takes 3/4 months for a franchisee to open the boutique.
The major challenge was to start from scratch; there was so much to do: develop the collections, define the best-sellers, source our fabric suppliers, and carefully choose our manufacturers; develop the retail concept and its packaging.
The key is the team that is currently working on Jules & Juliette—the same team since the beginning of our journey.
The best achievement was the opening of our first boutique in Dubai. It was an important step for the development of Jules & Juliette.
To see the retail concept live was great!
With a black coffee and the sales of the previous day!!
The best moments are always when we meet our potential franchisees. I love travelling, meeting different nationalities, and establishing trusted relationships.
We work for the long term; it is important to have the same work ethics.
Jules & Juliette Paris is now growing quickly, with a lot of requests from many different countries.
It remains an exclusive brand; the goal is to have one boutique in every important capital.
So, we expect to open 15-20 boutiques in the next 5 years.
Two boutiques will open in Riyadh in 2024.
It is a long journey, but it is extremely rewarding!
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