Colette is now a teenager. The Parisian boutique turned 13 on Saturday, but didn’t tell a soul (well, almost). Despite their attempts at secrecy, the word magically got round and by one pm, the street was filled with fashion spies, transnational hipsters and confused tourists.
Every window of the shop building was filled with staff holding dozens of blue balloons with the number 13 on them. At exactly 13 :13, the balloons were released inside and outside, while everyone fought to grab one. Sarah, owner of the shop and daughter of founder, Colette herself, talked to us about the shop’s entry into puberty and her fear of the number 13.
So how does it feel to be a teenager?
Well, let’s just say 13 is not my favorite number, so I can’t wait for our fourteenth birthday! No, seriously, we didn’t want to make a huge deal out of it, but just mark the occasion.
Parisians are a tough crowd. How do you keep them coming back ?
It’s like computer software, you have to keep updating to new versions. You’re never settled, you have to constantly morph, reinvent yoursel. For example, we changed the gallery space, the bottom room, and have constant events. The key is, you have to keep surprising people.
You’ve been here since the beginning. How has the crowd and reactions changed ?
Well, we’ve been around for a while now, and the crowd changes all the time of course. But what I love is when people tell me they used to walk by the boutique, or come in to look at magazines when they were teenagers 10 years ago, and now are still here hanging out.