INTERVIEW – Co-founder and artistic director of the Rivedroite brand, he envisions fashion accessories that combine the social and the sustainable.
Madame Figaro. – At the time of waking up?
Sofia Buron. – 7am in Paris and Casablanca, the two cities I live between.
The height of your position.
Create products with my world of possibilities. materials available in the local Moroccan market. Imagine a stylish and affordable brand, feminine but less and less gender-bending, cheerful without being “black”. And venture into art direction, character, production…
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Need to give numbers here and now?
Twenty permanent models available in ten colors. Two hundred thousand pieces were sold in 2023. About thirty employees in Casablanca, about twenty in Paris, a Parisian boutique and soon a concept store. Our turnover has doubled every year since the launch of the brand in 2017. And we became a “mission company” in September 2024.
If we go back to the roots.
I grew up in Paris, in the 1990s, with parents with a strong taste in fashion and textiles; when I was little, I used to tailor my clothes, dye them. bind and dye. It drove my mother crazy.
The breakthrough that started it all?
Fascinated by stones, I began to study gemology, but quickly became bored, it was too standardized a world for me. The internship in Morocco changed everything. I got married there at the age of 21. A Kuwaiti group that had luxury franchises there entrusted me with setting up their stores. I learned everything when I was very young.
Mentor? My mother is a real chameleon
Sophia Buron
Mentor?
My mother is a real chameleon. He ran a place, in turn a restaurant, a decorative shop… – on rue des Blancs-Manteaux in Paris, which bore his name, Baia. Of Algerian descent, the oriental connection he created in us perhaps led my sister and I to Morocco… In this Right Bank neighborhood, my sister Yasmin and I met our colleague Oreli Jansem. We wanted to create something together. The starting point of our project. develop a series of accessories around children and help the economic integration of disadvantaged workers in Morocco. A year later, in 2017, marketing began.
Obstacles on the way.
At first a bit of trouble visualizing products for others and not for me. I’m more minimalist than Rivedroite in my style. our leopard print, for example, a huge success, was a real challenge.
What challenges for tomorrow?
Introduce new product categories (mixed wardrobe coming soon) and develop innovative materials such as 100% recycled wool or reclaimed cotton.
At first I had a bit of a hard time imagining products for others and not for myself.
Sophia Buron
What would you like to convey?
A form of hedonism and sustainable consumption. I tell my children. “The desire passes, the need remains.” Mixed success…
Digital addiction?
Shopify, an incredibly well made and wicked tool for tracking sales live on my mobile.
Disconnect for a moment?
Pretty much I like to put myself in the red to be more efficient, I’m addicted to overload. And then, I’m bored on vacation.
I like to put it under the red to be more efficient
Sophia Buron
A thought that sets you free.
See Rivedroite copied, take it as a tribute… It’s not easy, but I’m trying.
Defining your influence.
It allows us to discover ourselves, to perfect what we like.
A friendly hand that deals you well.
Rose-Marie, a fabulous numerologist who I consult three times a year. You have to love the mysterious side and accept that you are better “seen” by others than by yourself.
Source: Le Figaro
