Your shop at 20 rue Beaurepaire, near the Place de la République, doesn't have a sign. So we can't see you. It's a funny thing. Is this a technique imported from Benelux?
Ahahaha. No. The real story is... do you really want to know the real story?
Not particularly. But you might as well tell us, since we're here.
In fact, when we set about building this jewel box, we were in a perilous economic situation. My husband's business had just collapsed. He was caught up in a monumental scam, with the help of a bank and people from the shoe industry. Dishonest people who continue to work and hold important positions. We didn't have a penny to our name at the time. The little savings we had put aside were swallowed up in a few months. We narrowly escaped bankruptcy. But fortunately, at the last minute, the shop miraculously opened. But we didn't have the resources to put together a nice Las Vegas Style sign. Something colourful, a bit chic, a bit old-fashioned, a bit vintage. So we decided not to put anything up and to open our boutique Untitled.
You go even further by offering a window display far, far away from the world of shoes.
While we're at it, I thought it would be more interesting to turn the idea completely on its head and assert our desire to offer another universe. The Rock&Roll Circus.
So it's easy for your customers to find you?
The ones who pay attention, who look carefully at which number they're at. Those who look through the window, yes. The daydreamers have to look twice. Sometimes 3, sometimes 4. Sometimes they even go back and write me an email from home.
And they don't hold a grudge?
I hope not. It's not done to that effect in any case. We just wanted to keep our shop anonymous and not disfigure the street, which is already full of signs.
That's what's great about you, Patricia, there's all this confidentiality surrounding your brand. Walking into your boutique is a bit like entering a speakeasy. It's simply fascinating.
