On Tuesday April 18, 2023 the Saint Lucian owned clothing and apparel brand C’est La Vie P.A.R.I.S held a successful media relaunch at the Zen Night Club in Rodney Bay. The brand, which falls under the company SDN BRAND LLC, was first unveiled in 2016.
However, like most businesses across the globe, the COVID 19 pandemic impacted the business, slowing down marketing efforts, hence the reason for the relaunch Tuesday, post the global pandemic, CEO Darryl Noel explained.
“The onset of COVID in 2020 took a toll on the business, particularly in terms of our marketing and manufacturing arrangements as well as our supply chains, notwithstanding, that the majority of our business is conducted online,” Noel said.
“And so this is why we are here today, to relaunch the brand, get you our specially invited guests and the media reacquainted or acquainted as the case may be, with this wholly Saint Lucian owned operation,” he added.
Explaining the name of the brand Noel had this to say; “We wanted to capture something that was universal while at the same time linked to our French Heritage. But we also wanted to develop a brand that spoke to a particular lifestyle, thus the acronym P.A.R.I S. – Peace And Respect In Society.”
Speaking at the relaunch Tuesday, Minister of Commerce, Manufacturing, Business Development, Cooperatives and Consumer Affairs, Hon. Emma Hippolyte, who was the special guest speaker, said that her Ministry encouraged the growth of SMME’s. “It is no secret that we at the Ministry of Commerce and as a longstanding business person myself, I am extremely passionate about the success of the micro, small and medium enterprise. So this evening coming here was very important for me,” she said. The Minister went on to applaud Mr. Noel for what she described as a bold step, adding; “should you encounter any vexing headwinds in the future please be assured that you can contact our capable business development officers who will gladly provide the support to steer your business in the right direction.
The minister noted that SMME’s such as SDN LLC, were the backbone of the commercial sector and the cogs that keep the economic timepiece ticking. She encouraged the company and other SMME’s to avail themselves of the loan-grant facility recently launched by the Government.
Minister Hippolyte went on to say that she was quite pleased that the SDN Brand was focusing on growing its manufacturing base locally and that it was availing itself of E-commerce opportunities as well.
One of the C’est La Vie Brand Ambassadors on Tuesday presented the Minister with a gift bag containing C’est La Vie merchandise and invitees were given a taste of what the brand has to offer as models showcased the C’est La Vie line which is pitched as middle to high end luxury catering to both men and women.
The company, is seeking to expand its manufacturing as well as establishing its very first store front, developing road shows and pop up shops island-wide.
Attending Tuesday’s relaunch were members of the media, officials of the recently launched Youth Economy Agency, the Saint Lucia Fashion Council and other specially invited guests.
Sponsors for the event included Zen Night Club in Rodney Bay, Rasco Garage, Coco Palm Hotel, Made in Paradise, J.E. Bergasse & Company Ltd (The Document Centre) and Make up by KellyBeatzz.