What 7 Years at Colette Taught Me About Niche Perfumery

By Marie-Sophie Schaupp — Co-founder of Maison Diaphane

When asked why I created Maison Diaphane, I could talk about perfumes, encounters, or even our desire to support independent brands. However, the answer lies long before the opening of our store in Angers.

It lies in Paris. It lies in the seven years I spent at Colette.

Looking back, I realize that this experience profoundly shaped my vision of niche perfume, luxury, selection, and even what an independent boutique should be. More than a job, it was a school. A school of perspective, curiosity, and high standards.

Colette: A School of Selection

When I joined Colette after my studies at Atelier Chardon Savard, I didn't yet realize the opportunity this adventure represented. At the time, Colette was already an institution. Visitors from all over the world walked through the doors of this legendary address on Rue Saint-Honoré every day to discover the latest creations in fashion, design, beauty, publishing, and perfumery.

But what struck me the most was not the notoriety of the brands present. It was the way they were chosen.

At Colette, nothing was left to chance. Every product had its place for a specific reason. Behind every object, there was a story, an intention, a creator, a vision of the world.

Even today, when we meet a new brand for Maison Diaphane, I always ask myself the same question: what does it bring that is different? What emotion does it convey? Why does it deserve its place among the brands we offer? This reflection is directly inherited from those Parisian years.

Discovering Niche Perfume as a Language

It was also at Colette that I discovered another way of understanding perfume. At the time, niche perfume was still relatively confidential. Some brands, now globally recognized, remained reserved for a few enthusiasts. I discovered creators who crafted their compositions like works of art. Perfumers who favored creative freedom over marketing constraints.

I understood that niche perfume could be much more than a simple beauty accessory. It could become a language. A memory. An emotion. A personal signature.

The Maison Diaphane selection — each bottle chosen for its story

Contrary to popular belief, niche perfume is not just about exclusivity. What truly distinguishes it is freedom. The freedom to explore unexpected materials. The freedom to build a strong identity. The freedom not to try to please everyone.

Another Definition of Luxury

Another essential lesson I learned concerns the very notion of luxury. For a long time, luxury has been associated with price, rarity, or prestige. However, over the years, I discovered a very different definition.

I saw customers fall in love with a simple notebook because it told them something that resonated. I understood that the true value of an object lies not in its price but in the relationship it creates with the person who discovers it.

This vision still influences my way of selecting the products available at Maison Diaphane today. We do not seek to accumulate references. We seek to create a coherent, sincere, and meaningful selection.

Curiosity as a Discipline

The years spent at Colette also taught me the importance of curiosity. Curiosity was everywhere — in the collections, in encounters, in collaborations, in discussions with creators. This permanent openness to novelty taught me never to take things for granted.

In the world of niche perfume, this means continuing to discover, to smell, to question, and to learn. The world of perfumery is constantly evolving. New houses appear. New talents emerge. New sensibilities are expressed. Staying curious has become a necessity.

Listening Above All

But the most important lesson is probably that of listening. For seven years, I observed thousands of visitors — enthusiasts, collectors, curious people, customers from all over the world. I understood that before offering a product, you had to understand the person in front of you.

In perfumery, this reality is even stronger. Some people seek to relive a childhood memory. Others want to mark a new chapter in their lives. Some seek comfort. Others wish to assert their personality.

The Maison Diaphane boutique — 11 rue des Lices, Angers

This conviction guides each of our encounters at Maison Diaphane. We do not seek to sell a perfume. We seek to accompany a discovery. To create an encounter. To allow everyone to find a fragrance that reflects them.

What Colette Built, What Maison Diaphane Continues

When the Colette adventure ended, I took with me much more than memories. I took a philosophy. A way of looking at brands. A way of understanding objects. A way of approaching niche perfume.

Years later, when Renaud and I envisioned Maison Diaphane, these values naturally became paramount. We wanted to create a place true to our convictions:

• A store where selection would be more important than quantity
• A store where brands would be chosen for their uniqueness and not for their renown
• A store where we would take the time to listen, advise, and share
• A store where perfume would regain its emotional dimension

Maison Diaphane — independent niche perfumery, Angers

Maison Diaphane was not born from a marketing plan. It was born from a vision. The vision that the most beautiful discoveries are often the most sincere. The vision that independent brands still have much to tell. The vision that a perfume can sometimes change a day, awaken a memory, or accompany a whole life.

Emotion as a Compass

When I look at the journey so far, I realize how much those seven years at Colette continue to influence every one of our decisions. They shaped our high standards. They nourished our curiosity. They reinforced our conviction that niche perfume is above all a matter of emotion.

It is this emotion that we seek to transmit every day through our selection, our advice, and our way of welcoming those who walk through the doors of Maison Diaphane.

Because ultimately, the perfumes we never forget are not necessarily the most famous. They are the ones that made us feel something.