About
siamoise

The story of Siamoise

SiamoiseThat's me. Lucie. A French woman. And proud of it.

Proud of my roots, my heritage, of that French elegance passed down from generation to generation. Proud also of having had the courage to change everything to bring to life a childhood dream: to create my own brand, my own style, my own universe.

Siamoise It was born from a turning point in my life, a vital need to slow down in order to refocus. After four years of law school, followed by an intense first career in audiovisual production, I managed the production of numerous television programs, including C à Vous on France 5. An incredible human adventure, a "baby" that I deeply loved, nurtured by a team that felt like family. But that life, however exciting it was, no longer left room for what was essential: my children, my husband, myself.

At 35, I felt the need to find meaning again. The sudden loss of my older brother—my first style guide, the one who taught me how to dress my Barbies—was a wake-up call. I was pregnant with my third child, and this pivotal moment brought a realization: it was time to fulfill my childhood dream. With the help of a loyal friend, Julie, I decided to create my own brand. Siamoise.

" A blend of French elegance
"Rebellious touches and modern fantasy"

Siamoise a story transmission

I am a mother of three children, including two daughters. Passing things on is at the heart of my story and that of SiamoiseMy style comes from the women who raised me: my two grandmothers – one from a large bourgeois family from Saint-Étienne, the other a rebellious bourgeois woman from Strasbourg – and of course my mother, an elegant and free-spirited journalist.

They all had an innate sense of fashion, mixing classic pieces with items sourced from all corners of the world.
It is this blend of French elegance, rebellious touches, and modern whimsy that constitutes the essence of Siamoise.

The brand name is a nod to this transmission. As a child, I was often said to be the siamoise From my mother: same look, same taste, same figure. This link, this generational mirror, I transformed it into a brand. But SiamoiseIt's also about friendship: that invisible bond between women who share a common sensibility. The style Siamoise It transcends ages and personalities — it is shared, it unites.

Siamoise addresses to all women

Siamoise It's aimed at all women who love French style: timeless pieces, reworked with playful, colorful, and unconventional details. Clothes that tell a story, without ever sacrificing elegance.

It's also a family business, founded when my daughter Jane was born. My husband, Jonathan, invested our savings to finance this slightly crazy dream. My children, Liz and Jim, celebrated every sale and helped me pack the parcels. Creating a brand is a collective effort, a constant emotional challenge, an adventure filled with sacrifices, but also immense joy. A year later, my husband, Jonathan, joined me in the business. I was afraid of losing his financial support, but he was right: together, Siamoise has taken flight.

Today, we have opened our own workshop in the South of France, and everything is managed in-house: design, customer service, logistics, quality control, and communication. We have even opened our first Parisian boutique, and a second will follow in 2026.

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