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The girl from Paris
In 2005, Liliane Jossua set a precedent by opening the
first multibrand retail shop on tony Avenue Montaigne
Avenue Montaigne, in the 8th arrondisement of Paris, is arguably the
world’s most illustrious shopping street. A mecca for high-fashion
devotees, it’s lined with grand facades bearing the names of prestige
brands with a global following: Valentino, Gucci, Chanel and Dior, to
name but a few.
So sought after are the goods on Avenue Montaigne that in December,
thieves stole diamond necklaces, gem-studded rings and luxury watches
worth $108 million from the Harry Winston salon in one of the most ambitious
— and successful — heists in history.
Yet the street’s monobrand domination can feel a bit monotonous. This
explains why the ultra-chic Montaigne Market, the street’s first multibrand
emporium, has a distinct edge.
Opened in 2005, the store boasts a high-low mix of designer merchandise
that calls to mind the well-edited closet of a very stylish friend. This
season’s new acquisitions include Elizabeth & James, the sophomore
collection from Ashley and Mary Kate Olsen; retro-fabulous designs from
Halston, the icon of 70s style; and the moody, phantasmagorical jewels of
Fendi scion Delfina Delettrez.
But these are merely the tip of the iceberg; co-founder Liliane Jossua has
excellent and varied taste, which comes through in the store’s assorted
collection of jewelry. Besides Delettrez, Aurélie Bidermann, Repossi, Garrard,
and John Isaac, a vintage Rolex dealer, are among the collections on display.
Fashion formula Liliane Jossua has perfected a buying strategy for Montaigne Market, the
first multibrand boutique to open on Paris’s grand shopping street. Accessories, in the form of
colorful Lanvin handbags, outrageous Brian Atwood platforms and très interesting jewels from
TASTEMAKERS
LILIANE JOSSUA
A Parisian who studied fashion at Esmod in
Paris, Jossua moved to Saint Barth with her
family 16 years ago. It was there that she cut
her teeth at retail with her first store, Calypso.
“When my oldest daughter was 10 we
decided to go back home to Paris and then
it was time to open something here,” she
recalls. “We thought Avenue Montaigne was
an amazing place for its history and we
could find there the same customer I was
used to working with in Saint Barth.”
Montaigne Market’s white wall, lacquer,
and leather interior, designed by architect
Johannes Zingerle, is the perfect showcase
for Jossua’s myriad finds. Supported by her
business partner, Alain Celhay, she makes
all the buying decisions, gravitating to
designers such as Alaia, Givenchy,
Alexander McQueen and Balmain. Readyto-wear
constitutes about 60 percent of the
store’s inventory; the rest is made up with
accessories, from Lanvin handbags to
Gianvito Rossi heels.
“When you buy one of those it’s a clever
choice,” she says. “You will keep the clothes
and wear them again next season mixed
with new ones. Time is not anymore to
spend for eccentric and expensive things
you’ll wear once.” ■
the likes of Fendi scion Delfina Delettrez, make up 40 percent of the store’s merchandise. Photo provided by Montaigne Market
COUTURE International Jeweler l Basel 2009 l 45