Cécilia Mergui revived the perfume and cosmetics brand, Beloved.
Founded by Robert Bienaimé in 1935, this eponymous brand has a very strong history that it was essential for Cécilia to preserve, while developing new products.
And in the second life of Beloved, I feel that you really sense this connection to the past without being stuck in the past, a true harmony between history and innovation.
We had an extensive chat, to the extent that we didn't have time to finish during the first recording and so I opted for a two-part episode, the chronology of which fell into place quite naturally.
In this first part, we begin by looking back in detail at Cécilia's journey — her studies and various professional experiences, right up to her extraordinary venture with Bienaimé.
Then we discussed the buyout of the brand, the fundraising rounds, the manufacturing and production challenges, the product composition, olfactory direction, the art direction, communication…
In short, all aspects of this brand's launch.
And see you in the second part to learn more about the team, the shop, the commercialisation, and the development prospects.
I met Emmanuelle Roule Thanks to Charlotte Brunet, LA Marseillaise is indispensable. The Charlotte Brunet Agency She offers the curation and organization of sensitive experiences, and in particular artistic projects. She thus introduced me to gems, including a workshop visit with Emmanuelle Roule.
Born in Saint-Etienne, now based in Marseille after living and working in Paris and abroad, Emmanuelle Roule is a designer, art director and ceramist.
A graduate of ENSAMAA Olivier de Serres, Emmanuelle started out in graphic design before discovering ceramics almost by chance.
Whether she talks to us about bees, geology or design, Emmanuelle offers a rich and technical analysis without being hermetic. Quite the opposite.
Because everything she undertakes is guided by a great curiosity and a desire to break down the barriers between all disciplines.
Immediate embarkation for a journey to the center of the Earth.
Granddaughter of the painter François Bret, who founded the’Luminy School of Fine Arts and Architecture in Marseille,
And daughter of Marie-Christine and Roger Pailhas, famous for the eponymous gallery in Marseille and also founder of Art dealers, which he liked to describe as «the smallest art fair in the world»,
Julie Pailhas has always been immersed in art — and entrepreneurship.
She started alongsideOlivier Saillard at the Fashion Museum in Marseille, before doing an internship in the press department of Dries Van Noten in Paris.
From opportunity to recommendation, Julie then worked as a fashion stylist and artistic director for numerous iconic magazines for 25 years.
And then lockdown called her back to her home city, Marseille, where she created in 2021 Inanimate Objects, her flat-gallery.
Stylist – curator – gallery owner, Julie is renowned for her discerning eye, her flair and a certain radicalism.
It was the first time I'd met her, and I couldn't leave!
Together, we naturally talked about her journey, and how she managed to find her place within such a family; ;
And, of course, the design and organisation of its exhibitions, whether held on-site or off-site; ;
From its business model; ;
And how and why it differs from a traditional gallery.
With the desire to showcase emerging or established artists, Julie Pailhas has created, in her own home, a unique space that reflects her personality and brings people together.
Portrait of Julie and her cat Momo in her flat-gallery in Marseille © Florian Touzet
