THE STORY BEHIND THE BRAND
In 1995, Catherine Denoual moved to Ho Chi Minh City with her husband and two small children after having lived her whole life in Paris. At the time Vietnam was considered the “Far West of the East”, a country that had only just opened its doors. Catherine quickly realised all the treasures this new place would unveil and she never looked back still living there to this day.
In France she had worked as a fashion editor in big publications for 13 years. By relocating she discovered a new passion, interior design. In this new city, the skills of local artisans were inspirational. She was fascinated by the delicate and handmade artistry surrounding her. Embroiderers, silk and rattan weavers, wrought iron workers, silversmiths, mother of pearl carvers and more were some of the most riveting. Inspired to create not only beautiful things for her new home but also to make her own designs, she invited these artisans into her home to work with her. She started by wanting to make lovely homemade sheets with her own embroidery patterns. Catherine loved to work closely with seamstresses and embroiderers to make her designs come to life and little by little it evolved from just doing it for herself to also doing it on a larger scale. It became a true passion.
From a small room in her house to a factory employing over 100 people, in 1998, the brand was underway and made its first presentation in Paris at the annual Maison & Objet the largest home deco trade show. For following years, she developed a large global network with retailers embracing and showcasing her new brand.