Discover the portrait of Marie Diard, founder of Jane de Boy, a fashion and lifestyle concept store.

Can you introduce yourself and tell us about your background?

I have a rather atypical background; I like to say that I have a baccalaureate -3. I left my parents' house at the age of 16 to follow a lover. I started by working in catering and I am delighted with this experience, which lasted 5 years and gave me courage and tenacity, very useful for my entrepreneurial adventure.

I worked in advertising for 10 years, then I wanted to settle in Cap Ferret because I had just had a little boy. I lived there for 20 years, and that's when the Jane de Boy adventure began.

My grandfather owned a plot of land in Cap Ferret where I was able to open my first boutique in 1999. I named it Jane de Boy in his honor. Jane de Boy is a place name in Cap Ferret.

Today it's been 25 years, we started with small shops that were always open year-round, then my daughter's dad joined the company as a partner, and decided to develop the website. We started in 1999 with the first small shop in my grandfather's garden, then in 2002 we opened a second shop in Cap Ferret, in 2006 a shop in Arcachon and what we call the 13 in Cap Ferret - the current shop located at 13 boulevard de la Plage. In 2010 we opened the first shop in Bordeaux which then moved in 2017 to the current boutique-apartment, which is on the first floor of a building, a confidential address that offers a completely different experience.

Tell us about your criteria for selecting brands

I don't have any specific criteria, but I work on impulse. If I see a piece I'd like to wear, put in my home, or give to someone, then I want to offer it to my customers. I also favor traditional know-how and European production. This creates a unique selection that reflects me; customers feel it and tell us. It's more than 300 designers, some of whom have never been seen anywhere else.

What place does beauty/well-being have in your life?

I work so much between the different boutiques, communications, purchasing, etc. that I have little time left. But I love beauty and I love advising my clients. I would dream of one day opening a Jane de Boy guesthouse with a spa and all the home and beauty universe that I love.

A childhood memory linked to a perfume, a transmission of beauty?

Stay hydrated, drink plenty of water, a large glass of water with lemon, which is what I tell my daughter every morning. I have childhood memories of smells that evoke holidays at Cap Ferret, the sand, the monoi. I grew up in Bordeaux but I used to come to my grandfather's house in Cap Ferret every weekend and during the holidays. Those are wonderful memories.

What are your Alaena favorites?

The cleansing oil has a soft, reassuring side, I love this moment of removing my makeup every evening. As I said, I don't have much time but I enjoy this ritual. I have very sensitive skin, I can't stand anything, and it suits me very well. I like its scent, it's very important to me. I like all the products in the range that I selected for Jane de Boy but the Cleansing Oil is a real favorite.

Find a selection of Alaena products in the two Jane de Boy stores in Cap Ferret, 13 and 34 boulevard de la plage and on janedeboy.com