Today if I continue, it is because I have fun being with a team and I try to keep this group spirit. Even if there are rules to respect, there is always a good atmosphere and it is not the chore of coming.
We opened the store in Paris in 2004, it is located court Vendôme even if the address is 7 place Vendôme. This store brought us a large, eclectic and above all international clientele. As on the salons, what is presented in the window stands out compared to the other jewelers in the square. What happens often is that people come to find out about a jewel then they say they still want to go around to see what is done in others, but they often finish By coming back.
When we opened in Lyon, then in Paris, we saw many more people coming to the Montbrison store. This gave us more credibility, we had become a real brand in the eyes of the public and our image was naturally legitimized. The word of mouth also walked in Paris. We had a Parisian clientele who was native of Montbrison or the Loire, it was above all these people who spoke of us. There is also the fact that my creations are noticed, people are intrigued and they seek to find out more. Finally we are one of the few houses to offer the repair of jewelry Place Vendôme, some only repair their own jewelry and still this is not always the case! But above all tailor -made models with the creator ...
Today, I have a real reputation as an artisan-creator, people come to see me to have an expertise that they do not find elsewhere. Last year, a lady came from Paris to make me see a stone. She had bought a fairly expensive ruby and had gone to see jewelers in Place Vendôme to be authenticated.
Many told him that it was a false stone, he was then advised: "Go see Tournaire". As soon as I saw this ruby, I was immediately convinced that it was true and I dismantled it to have it authenticate by a laboratory. The tests confirmed that the stone was true, the lady finally with a certificate was delighted. I have this expertise because I look at things in relation to their beauty, their subtle details and not in relation to their value. And it’s still word of mouth that made me known, but it’s something that is acquired over years and years.
In 2003, there was the partnership with Lacroix which was a major event for us because the media became very interested in this collaboration and we benefited from the aura of this high -end ski brand. It was Laurent Masocro, of the Communication Service, and Bertrand Roy, the Chairman and CEO of the Lacroix skis who contacted us; They had the idea of doing something striking: a ski-joaillerie. What I wanted was freedom of creation, we were in an era of "stall jewelry" where the more beautiful it was. I have never been in this logic, where beauty is measured by quantity. I like to compare this fashion with painting: before, the more the canvas was representative of reality, the more value it was. Then the photo, the perfection of the representation, arrived; The painters therefore looked for new ways of expressing themselves and we saw the impressionists, pointillist, etc. The difference between painting and jewelry is that painting has evolved, jewelry very little.
At one point, in 2005-2006 I felt that we were at the limits of our development and there were the three shops to manage. I had my family, I had to spend time there and the company already left me almost more for creation. I had become a business manager. So I made the decision to associate myself with someone to manage and breathe new life into our house. I went to find out in a recruitment agency to find a sales manager. It was there that I came across Frédéric Saint-Romain when he returned from Miami and sought to develop a luxury business in France. I knew that our association was going to walk, we are so different that we become complementary. I remember the day we met, I gave him an appointment in the Super U parking lot in Savigneux and I saw this guy arriving, sunglasses and convertible. I took him on rue Tupinerie at the shop, I presented our techniques, our collections and there he asks me: "If something happens to you, how is it going? ». We were in front of the drawer where there were more than 2,000 historical molds and I said to him: "With someone who has a little taste and ideas, there is work for years". We agreed and after an accounting study, we "engaged" for two years before joining and creating a group that will integrate a foundry in order to have a complete mastery of the manufacturing chain of my creations. I was convinced that it was better to have fewer shares of a box that works than 100% of a case that was going to die. I was 55 years old and despite everything, it tires to manage a business, I was doing a lot management and it was not my job. I am sure that if I had not associated myself, not all the good elements would have left. Because it is not funny to end up in a box where the boss approaches sixty; If there are no development prospects, there is no interest. Fred has brought us new energy and an opening up to the international. But also partnerships as with S.T.DUPONT for example with which we develop "S.T.DUPONT by TOURNAIRE" models, which we find worldwide. The team likes novelty and challenges, we have fun because there are challenges to take up.
As soon as I have partnered with Fred, we immediately considered international development. The USA, China, there have been opportunities and a lot of trips, meetings, new customers ...
Today if I continue, it is because I have fun being with a team and I try to keep this group spirit. Even if there are rules to respect, there is always a good atmosphere and it is not the chore of coming. I never tried to separate the workshop part from the administrative part. Even if for technical reasons they do not work in the same place, the teams remain in the same building. All people know each other, they go to football together, we do evenings where everyone meets ...
I was recently appointed knight of the Legion of Honor. This distinction is the recognition of all the work accomplished. This award, I did not claim it, it was the prefect of the Loire, Fabienne Buccio, who asked for it after visiting our jewelry workshops. When I received the mail, I was really surprised because I did not expect it. So I organized a ceremony on our premises so that Ms. Buccio gives me this award. Obtaining this distinction was also an opportunity for me to learn a little more about this decoration it remains a great honor to have been named knight of the Legion of Honor.