French Entrepreneur Brings ‘Art of Living’ into Local Community

Stephanie Sallette, the co-founder of Studio NooSH, a responsible interior decor brand, has been a serial entrepreneur in fashion and e-commerce for 15 years. She arrived in Shanghai five years ago with her Portuguese husband Goncalo and for three years has been president of the non-profit women’s French-speaking association La Ruche as she believes in women’s empowerment.

Why Set Up Studio NooSH?

As expats living in houses that are usually not theirs, and far away from their families and the homes they once created, Sallette and her Dutch friend Kim Duker decided to create a warm atmosphere where their loved ones and guests felt at home and welcome. Studio NooSH was born in 2020 with the concept of creating a brand with strong values around sustainability and craftsmanship for those who care about people, the planet, and their impact on both.

The Message of COVID-19

COVID-19 brought a new message to them – to respect Mother Nature. Thus, Studio NooSH’s creations are not only cozy and comfortable but also sustainable and eco-friendly.

Bringing French Art de Vivre to the Local Community

Sallette’s passion for eating well and celebrating life developed itself into Studio NooSH and its table linen collection. Rooted in the French Art de Vivre, celebrating life is first and foremost the art of enjoying oneself. It means going for pure food, high-quality ingredients with real taste, seasonal produce from local farmers, home-cooked dishes made with love. Setting a beautiful table, lighting candles, taking the time to really taste the food and receiving all the pleasure it can give are also a big part of l’Art de Vivre. By putting more love, beauty, and attention into daily life, food, routines, and surroundings, one can embrace l’art de vivre which Sallette is trying to share and bring to the local community in Shanghai.

The Challenge of Cultural Differences

The biggest challenge in setting up a business in Shanghai is to push a product that is not in the Chinese consumer habits. Linen fabric is not an easy product to sell to the Chinese community because they are not familiar with it, and there are a lot of preconceived and wrong beliefs about how to take care of it. Most people do not know all the benefits of using linen compared to cotton. Linen is much better for health, skin, and the environment. Similarly, the art de la table is also not part of the Chinese culture.

What Keeps Sallette Motivated?

Sallette’s motivation comes from the people she works closely with – a small number of trusted, certified local suppliers with whom she has built strong relationships. Additionally, personalized collections with embroideries for B2C and B2B channels makes customers and clients happy. Furthermore, presenting the new brand, le reve d’anfu, in January this year in Paris at the Maison & Objet fair was a significant step for them. Maison & Objet Paris is one of the decoration and lifestyle industry’s most highly-publicized events. The response was positive and reinforced their desire to go on with their brand and position it in the premium segment.

Related Facts

• Studio NooSH’s creations are eco-friendly and sustainable.
• Stephanie Sallette is the co-founder of Studio NooSH.
• Sallette’s passion for eating well and celebrating life developed into Studio NooSH and its table linen collection.
• The biggest challenge in setting up a business in Shanghai is to push a product that is not in the Chinese consumer habits.
• Presenting the new brand, le reve d’anfu, in January this year in Paris at the Maison & Objet fair was a significant step for Studio NooSH.

Key Takeaway

Setting up a business in a completely different culture requires patience, persistence, and passion. Studio NooSH’s positive response from the local community in Shanghai is evidence that even when there is resistance against new ideas, using creative and sustainable business practices can ultimately result in success.

Conclusion

Stephanie Sallette’s experience setting up Studio NooSH – a responsible interior decor brand in Shanghai – shows that starting a business in a foreign country is challenging but not impossible. Sallette’s passion for sustainable and eco-friendly products that promote the French Art de Vivre, despite being unfamiliar to the Chinese culture, has resulted in Studio NooSH’s success.