When I took my position at Moynat, it was in the middle of the Covid-19 pandemic. We have managed to stabilise the business and despite such conditions, built a team that shares a common passion for savoir faire, from head office, to workshop and boutiques – all ready for the future.

What are the brand’s biggest challenges?

Moynat has entered a growth phase with new creative director Nicholas Knightly. Artisanal craftsmanship and exceptional savoir faire are the DNA of Moynat – it is widely known mostly by connoisseurs at this point.

We are looking at recruiting new clients that will know how to appreciate our story and products. It is the moment to reassert Moynat’s notoriety and desirability through transmission of our know-how and the new shapes that are relevant today.

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How do you keep an almost two-centuries-old brand relevant today?

Since its inception in 1849, Moynat has been famous for its constant technical innovation and high-quality leather goods. We are keeping these two strong assets in mind when it comes to new creative outcomes.

More than ever, new waves of clients are sensitive to these key points. They appreciate the new shapes as well as the heritage of our craftsmanship from the 19th and 20th centuries.

One example: our M monogram canvas, first born in the 1920s, has been modernised, and is growing in popularity among the “new to brand” [customers]. It is indeed a timeless signature that remains relevant today.

It’s said that a majority of Moynat’s consumers are from Asia. What’s your strategy for the region for the next three to five years?

In the near future, rather than opening more stores, we are rebuilding our narratives and retail concepts to strengthen the brand positioning. We are also extending our retail reach online at the end of October.

What did you focus on during the pandemic?

It was important to keep healthy first of all. We looked into training our brand ambassadors, creating new shapes, refreshing some emblematic creations and strengthening our product offer. We focused on ramping up our one-to-one tools to be more client-centric, extending our retail to online in selected countries and ensuring that we are at their service in more channels. Soon, it will be possible to order a personalised canvas bag on Moynat.com – for a boutique brand, that is a huge leap towards client centricity.

What’s your advice to women who aspire to join the luxury industry?

Pauline Moynat led the way by being the first woman to own and run a trunk-making business, in the mid-19th century: she’s still an amazing inspiration for the women of today.

Key words are “authenticity” and “believe in yourself”: things will move if you go for it!

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Work experience

2020-present: CEO, Moynat

2018-2020: SVP merchandising and image, Europe and Middle East, Sephora

2016-2018: SVP merchandising, Europe and Middle East, Sephora

2011-2016: Commercial director, Le Bon Marché