Today we’d like to introduce you to Catherine.
Hi Catherine, we’d love for you to start by introducing yourself.
My story really began with a personal passion for craftsmanship, meaningful design, and the idea of consuming more consciously. Over the years, I developed a strong interest in brands that create with intention — especially those that produce locally and value quality over mass production. That curiosity gradually turned into a vision.
At the end of 2019, I decided to bring that vision to life by creating L’Habit Français, a concept store located in Saint-Germain-des-Prés in Paris. From the beginning, the idea was to build more than just a boutique — I wanted to create a curated space that highlights brands manufacturing in France, with a strong focus on authenticity, sustainability, and timeless style.
Today, L’Habit Français exists both as a physical store and an online platform. We currently showcase around fifty French brands, offering clothing and accessories for both men and women. The selection is constantly evolving with the seasons, as I’m always searching for new designers and makers who share the same values.
Looking back, the journey feels very organic. What started as a personal sensitivity to craftsmanship has grown into a living, evolving project — one that continues to reflect my commitment to thoughtful retail and meaningful connections between creators and customers.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It definitely hasn’t been a smooth road. Like many independent projects, it has been a journey shaped by both passion and resilience. One of the first challenges was simply bringing the vision to life — finding the right location was crucial. I wanted the store to live in a place with strong international visibility, especially to promote French craftsmanship abroad. That’s why opening in Saint-Germain-des-Prés was so important to me, as it attracts a very international clientele, including a large number of American visitors, who represent around 40% of our customers.
Then, just a few months after opening in late 2019, the pandemic hit. That was an incredibly difficult time. Like many small businesses, we had to rely on support from the city, the region, and national programs just to keep the store alive. It was a real test of endurance so early in the journey.
Even today, the challenges are still very real. Operating in Saint-Germain-des-Prés comes with extremely high rents, while working with made-in-France brands means higher purchasing costs and tighter margins. We are not part of fast fashion — and that’s a conscious choice. Our customers tend to buy thoughtfully and less frequently, investing in pieces they will keep for years. It’s a beautiful philosophy, but it also means slower turnover and the need to constantly reach new audiences.
So in many ways, it remains an ongoing challenge: balancing strong values with economic realities. But that tension is also what gives the project its meaning. Every step forward feels earned, and that makes the journey even more meaningful.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
My professional journey has always been rooted in retail and in working with meaningful French brands. Over the years, I’ve had the chance to collaborate with beautiful maisons such as Louis Vuitton, Eric Bompard, the Descamps group in home textiles, and the jewelry brand Din Vanh. These experiences shaped my vision and deepened my appreciation for craftsmanship and brand heritage.
What I specialize in is not just selling products, but creating meaningful connections between people and what they wear. I’ve always loved the human side of retail — welcoming clients, understanding their sensibility, and guiding them toward pieces that resonate with them. Storytelling is central to my approach. I don’t see myself as simply selling a garment, a jewel, or an accessory — I share the story behind it, the craftsmanship, and sometimes a legacy that spans generations.
What I’m most proud of is staying true to that philosophy. I believe what sets me apart is the way I create a warm, personal experience. I want people to feel welcomed the moment they walk in, almost as if they were being invited into a home. That sense of authenticity and conviviality is at the heart of everything I do — blending retail with hospitality, and commerce with emotion.
What’s next?
Looking ahead, my biggest ambition is to see the boutique gain the recognition it truly deserves. It’s a small space in the heart of Paris, but it carries strong values. Being located in what is often considered the fashion capital of the world, I believe it makes complete sense to highlight brands that have chosen to manufacture in France and preserve local craftsmanship.
More than expansion, my goal is visibility. I want more people — both locals and international visitors — to discover the store and understand what it represents. When customers step inside, they immediately connect with the concept and the authenticity behind it. The real challenge is simply making the boutique more widely known.
In the coming years, I’m focused on building that awareness and creating a stronger, more sustainable rhythm for the business. I truly believe in its potential, and my hope is to continue growing organically while staying faithful to the original vision: a place that champions French-made excellence in a sincere and human way.
Pricing:
- Accessories starting around $45
- Knitwear from $150
- Jackets and tailored pieces from $280
- ewelry starting at $39
Contact Info:
- Website: https://lhabitfrancais.com/
- Instagram: https://www.instagram.com/lhabit.francais/
