Instinctive Vision

- Jane Ngiam

Trim and wearing a broad smile, the gentleman says, “Hello, I’m Jérôme.” He takes my hand for a firm handshake then continues, “Just give me one minute and I’ll be with you.”

I’ve just stepped into the Saint-Louis boutique on Rue Royale in Paris, which has a palpable buzz as journalists and retailers view its latest collection. For two years now, Saint-Louis has not participated in the Maison&Objet fair in Paris, choosing instead to host media and potential clients in its centrally located boutique. This is one of the many decisions made by the brand’s multitasking chief executive, Jérôme Fougeras de Lavergnolle, and so far this strategy seems to have succeeded.

Minutes later, Jérôme returns and ushers me to a quiet table. He shows me a new app on his iPad that Saint-Louis has developed for exclusive use within its boutiques; with this app, customers are able to digitally visualise its chandeliers in a mix of settings and ambiences. Throughout our hour-long chat, he leaps jauntily to his feet a few times to lead me to a particular item he’s describing or to bring an exquisite goblet to my hands.