(To our readers: the Paperjam editorial team was in Dudelange on Thursday and Friday to meet the political, social and economic players in this municipality of 22,000 inhabitants. This article is part of that "concentrated" approach. We hope you enjoy reading these articles.)
A white dress--a real jewel--immediately catches the eye. This piece, of remarkable quality and finesse, takes pride of place at the heart of the space dedicated to secondhand luxury fashion at Maison Album. “This wedding dress, which you won’t find anywhere else in Luxembourg, was entrusted to us by a Luxembourg woman who wanted to leave her big house. She bought it for her wedding, but never actually wore it. She ended up getting married, with her husband, in a white leather suit on a white Harley Davidson!” Nathalie Meier and Katia Kouici, the two entrepreneurs at the head of Maison Album, a unique concept store on the Boulevard Grande-Duchesse Charlotte in Dudelange, recount with amusement.
It’s an anecdote that might make you smile, but it illustrates the mindset and ambition of the two women: to offer original luxury items whose value and history are not lost, while integrating an eco-responsible approach.
Founded in 2022 under the name Album Think Twice, the concept store evolved in March 2024 with the arrival of the Papillons Boutique (formerly Le Coffre aux Papillons), founded by Kouici in 2021. In her previous boutique, located nearby, Kouici sold children’s clothing and toys, favouring objects made from sustainable materials such as wood, in keeping with an eco-responsible approach.
By joining forces, Meier and Kouici have breathed new life into Maison Album, which was briefly known as Album & Papillons, just long enough for Kouici’s loyal customers to be able to follow the move. Today, the merger has been formalised by the creation of an economic interest group, sealing their partnership and their shared vision.
This link-up between two businesses that don’t, on the face of it, have the same targets is now a success. “It has created a real synergy. I had older customers, while Katia’s customers were mainly mothers. Being two people makes us richer, on a human level. Especially for me, who worked for thirty years in the financial sector as a senior wealth manager. I chose to leave this sector because overregulation had become unsustainable. It was a project of the heart,” emphasises Meier.
A ‘home from home’ atmosphere
They have succeeded in creating a family atmosphere and a unique ambience in this 360 m2 space, designed as a real home. “One of our customers told us that when she came in here, she almost wanted to put on her slippers. That’s the nicest compliment we could have received,” say Meier and Kouici with pride.
Right from the entrance, a small kitchen area fitted out with vintage furniture adds even more charm to the place. Here you can enjoy coffee, hot drinks or dishes prepared by the Niessen caterer, to be savoured on the spot.
Next to it, a large shelf offers objects and gift ideas, always with an eco-responsible approach. Further on, a space reminiscent of a living room houses numerous racks and display cases showcasing carefully selected luxury items--shoes, bags, dresses and other women’s clothing.
To the side, another area, laid out like a child’s bedroom, offers (new) children’s clothes, as well as a small selection of toys and books.
We don’t just sell textiles here, we sell emotion
“We don’t just sell textiles here, we sell emotion,” says Kouici. Indeed, the two women place more emphasis on the qualitative aspect of luxury clothing than simply its prestigious appearance. “Luxury is not just about prestige. We sometimes find unique pieces, nuggets that we sell here. We select pieces according to several criteria. First of all, they must have a value that can be maintained over time, a certain originality and good quality. This is something that we no longer know how to do, and something that will never be found in fast-fashion,” says Meier.
Meier and Kouici’s concept is proving popular with a wide range of customers. Kouici says she has noticed a change in mentality about secondhand clothes. “For example, we have young women at the start of their careers who want to buy their first luxury bag, but we also have older people who are often more reluctant to wear secondhand goods, but whose mentality is gradually changing,” she explains.
As for the price, Maison Album has opted for a deposit-sale formula, with a time limit to vary the items according to the season. In the event of a sale, the split between the boutique and the owner of the garment is 50/50, depending on the selling price. “To set the fairest selling price, we base ourselves on our experience and on prices charged elsewhere, based on invoices. This also enables us to protect ourselves against counterfeiting,” explains Meier.
Diversification as a business model
They have developed a business model based on their two activities, with diversification through the small catering offer on offer, but also a holistic image advice programme called (re) Naissance, officially launched on 13 January, for which Meier wants to develop new partners such as beauticians, hairdressers, dentists, cosmetic surgeons, etc. This programme combines executive image advice, visagism and communication. It highlights the vital importance of these three elements, pointing out that it only takes seven seconds on average to make a decisive first impression, one that will influence the long-term relationship. “It’s a bit like a family office for image,” jokes Meier.
This diversification also enables Maison Album to face up to constant online competition. For the time being, however, the two entrepreneurs have not decided to offer online sales. “We prefer to use digital technology to encourage physical commerce, but we are perhaps thinking of developing a click’n’collect system,” says Kouici. Clothing rental, which is becoming increasingly popular, is another area Maison Album is considering.
Now a trio, thanks to the recent arrival of an an apprentice, the two women have set their sights on extending their concept beyond the town of Dudelange, where “the traffic situation is not always conducive to small shops.” This could be through pop-up stores in the capital, for example, or by offering window displays in other shops or locations around the country.
This article was originally published in .