INTERVIEW BERYL DE LABOUCHERE – TILLI

- Categories : Fashion

Beryl De Laboucherie

Hello Beryl, we thank you for welcoming us to your workshop and are delighted to be able to know you a little more since the foundation of TILLI.

Can you please introduce yourself to Beryl?

My name is Beryl, I am 30 years old and I am the founder of Tilli, a home fashion designer service, launched in early 2017. We are now about sixty in the team, and a dozen internally including 2 partners and about fifty couturiers.
Tilli puts the artisan couturier back on the front of the stage and offers appointments at home to meet several services: retouching, repair, upcycling and even creation of accessories (pouch, toiletry bag, tote bag, tote bags) with scraps of fabrics or clothes that sleep with us.
We are present in Paris, Bordeaux, Marseille, Aix-en-Provence and Lyon.

How did you come up with the idea of launching TILLI?

I was not at all in the fashion sector or in sewing: I used to work in the world of start-ups and tech.
In the summer of 2016, I tested several box ideas. I had to go to 8 weddings, but I didn't have the means or the desire to spend the money on dresses that I was going to wear 1 or 2 times.
I then met a fashion school student who came to the house to help me get back to the clothes that were sleeping in my closet.
We transformed dresses, repaired clothes, and really co-created together. I discovered a manual job that I didn't know at all. I liked the human exchange and the intimate side of the "home" service. In a world where you are ultra-connected, it feels good to sit down, to have a human exchange and to reconnect with a manual job.
I shared this experience around me and a friend asked me if the student would be willing to help her with her dressing room as well. This friend was the first customer and I naturally started a last start-up test that I called Tilli, like my friend's nickname. !

Beryl 1








What are your life inspirations and where do you draw them?

I love to hunt and search for treasures and think "what could I do with them?" Then I think we are inspired by our experiences, our travels, the people around us, the times, the present and the feelings we feel.

Where does your passion for "Do It Yourself" come from and how did you become interested in upcycling in particular?

I have always admired people who work in manual trades. I find it beautiful and captivating to watch.
I would love to do DIY, but I must admit that I am not very good.
I have ideas and desires, but I am rarely satisfied with my result.
It relaxes me, but I admit to preferring to turn to professional craftsmen to fulfill my wishes. Upcycling, I've been dreaming about it for a long time.
Whether it's when I do flea markets and I project myself in the restoration of a piece of furniture or when I china in my grandmother's dressing room.
My grandmother was Muse Balmain in the 50s and kept treasures of that time that I dreamed of being able to modernize, repair and restore to size. Since Tilli, I have fun and share these transformations in our Lookbook and on social networks.
There are beautiful dresses from the 50s of course, but also dad's clothes that I recovered or basics in my closet that I had grown tired of.
I like the story that there is around the 2nd life of a product.

Beryl 2




What are your tips to encourage those to dare to embark on a new project?

Where to start? Where and how to find inspiration?
It is necessary to be in a project dynamic so that the path of idea to the realization begins.
After I looked for a lot of ideas, but Tilli came to me quite naturally and without effort to look for a concept or business model because it was a problem that affected me.
Then my advice would be to test and learn by doing. Make commands in system mode D and then if there are problems, we improve and as soon as there is traction we evolve and automate little by little. We were taught in school to make business plans, but without knowing how supply or demand reacts and without having a service that works. We start by being small, then we iterate and evolve. The field and the interaction with customers are much more motivating than being alone in front of your computer and an Excel.

What are the upcoming projects for TILLI?

We are in the process of releasing a collab with Swarovski for the end of the year holidays. They have end-of-series stones to "upcycle". We therefore offer any customer who orders with the code SPARKLING a Tilliste, stones or pearls of their choice to embellish a garment or a gift for their loved ones. We also "upcycled" a LUZ jersey that I wear in a body with white Swarovski pearls.

You who follow luz collections from the beginning, what do you like about the brand's commitment?

I sincerely believe that you are the first Green brand where I bought mindfully. I liked organic cotton and you were among the first to be in this process. I joined right away.

Last little question, your favorite jersey at Luz?

I have a lot of them so difficult to choose. I would say that the iconic green and orange Caesar that I bought at Le Bon Marché in your first Pop-up made an impression!

www.tilli.fr

Beryl 3

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