We are honored to be the “Focus” in Forbes France this week.
From Paris, to California, L’Écurie Paris is a designer’s story.
L’Écurie Paris started with the goal to design a unique and personal luxury product. Something that complements a person’s individual style and can instantly transform their look and attitude.
Photo Credits: Premium Paris - Thierry Brouard
Find the English translated version of the Forbes France Focus interview below.
Lionel Moroy did not come to California to be a back ground actor. On the land of all possibilities for the ones that dream big, the expat Frenchie, passionate about design and lifestyle, has launched his luxury eyewear brand, L'Ecurie Paris, which is unlike any other on the market. In the land of entertainment and fashion, the label was quickly adopted by the “Beautiful People”. Today, the entrepreneur intends to become a prophet in his country by seducing the French, thanks to his know-how and his high-end creations. Meeting in Los Angeles.
You looked at the the United States very early on to build your professional career. How do you make your place in the sun when no one is waiting for you?
Lionel Moroy: Yes, I think you have to keep in mind that no one is waiting for you. For Americans, time is very precious, they work a lot and are busy with their careers. However, you should never give up in order to show them that you bring added value, while being responsive and efficient.
You have always wanted to be self-employed and entrepreneurial. What particularly interested you in making glasses?
In my opinion, being an entrepreneur is not a choice, it is a character trait. I've always loved creating, building something. Over time, I really wanted to design a personal product that made sense. So I became interested in glasses, an accessory that helps boost self-confidence, that enhances people’s face or the clothes they wear, and that can bring a chic and luxurious touch. We all have our favorite glasses!
What did you want to express artistically and bring to the market?
I want to celebrate beauty, pure elegance through design, and deliver a product that has a soul. I love when people feel an emotion when they touch and wear our products, when it gives them a real experience. The model "Papillon" illustrates this idea perfectly, where this rather massive gold coin in the shape of a butterfly, that holds both glasses is really unique and works very well on the market. Equally important, I strive to make well-made products, I take the necessary time to design a product of excellence, with the highest quality materials.
Behind L'Ecurie Paris, there is a high-precision know-how. How did you combine your design experience with the specific codes of French luxury?
I first followed my intuition, then my French tastes and heritage for design. Then, I combined design with the extraordinary know-how of our manufacturer to give life to the L'Écurie Paris collection. In detail, I chose an ultra-light titanium frame, covered with 14K white gold or 18K yellow gold, and I use the best lens makers on the market.
What was the biggest challenge in the manufacturing process?
The biggest challenge was to bring the design I had in mind to life, within the technical constraints, the size of the glasses, the space for the nose and ensure optimal comfort. We did a lot of different samples, tests and modifications so as not to distort the design. Our collection is the result of two years of development that allowed us to offer exceptional products to our customers.
Targeting the U.S. market through California's doorstep is not the easiest route. You still managed to break through locally. How did you manage to get the attention of these great celebrities?
We've had great feedback from independent stores in Los Angeles. Offering a differentiating design and iconic models has allowed the brand to stand out from the crowd with fashion models, fashion stylists – who are great trendsetters – to ultimately reach celebrities. Recently, L'Ecurie Paris has been adopted by international stars such as Heidi Klum, Molly Sims, Kristina Menissov and others! For the first time, we participated in New York Fashion Week 2023 and were also present at Los Angeles Fashion Week 2023.
What is your distribution strategy to keep growing?
Our strategy is to work with passionate people who see the value of our products. Thanks to very good feedback, we plan to expand into other very important markets such as Dubai, France, South America (Brazil and Mexico City), as well as Japan, in addition to covering the USA from New York to Miami via California of course.
What are your objectives for the French market?
Being French, it is particularly important to me to launch L'Ecurie Paris in my country. We are in contact with opticians and stylists to distribute our brand in key locations this year. You should know that France is a territory where it remains very difficult to break through. There are hegemonic actors. It is therefore important to continue to grow L’Ecurie Paris awareness through international celebrities and participate in impactful events such as FIAF where we made donations or the Trophée des arts Gala last October in the presence of Jean Reno. Our ambition is to become the essential brand in France that showcases and enhances our cultural heritage.