The Select Interview: La Cerise sur le Chapeau, the 100% Parisian brand

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Among the myriad of fashion boutiques in Paris, there is one that particularly caught our attention. It is on rue du Cherche-Midi in Saint-Germain-des-Prés that there is a workshop unlike any other: that of Cerise Bentz Benoist-Lucie, creator of her brand Cerise sur le Chapeau, this 100% Parisian brand which has been attracting Parisians and tourists for many years. And you will quickly understand why!

The Cherry on the Hat is this 100% Parisian brand born in 2007 from the desire to modernize a hitherto discreet and resolutely masculine accessory: the hat.
And it was Cerise who had this brilliant idea. A big fan of hats herself and owner of an impressive collection, the young woman set out to create iconic pieces, made in France, colorful, full of life and style. Discover our exchange.

How did you come up with the idea of creating hats?

I studied art history and the art market. At the time, I worked for an auctioneer in Drouot. I was lucky enough to travel a lot and while traveling I loved color. There was Burma, Vietnam, South America. And I came home saying to myself “how sad our streets are!” There weren't these shimmering colors and I loved the hats. Hats that I wore since I was little.
I left my auctioneer and did a course called Greta de la Mode, where I learned to sew and work with feathers. I had a project to do which was that of color vibrations on a timeless hat model.

How was your first store born?

I worked from home, I had a workshop located in Boulogne. I did the “Coups de Chapeaux”, where I invited friends who were sculptors or who worked in upcoming jewelry. These were aperitifs where each professional was in the spotlight and presented their network. And people were mixing, and casually it really caught on. So I made orders, I delivered to all the people who had ordered.
Following this, I decided to have a real business plan and to change workshops. So it was on Rue Cassette that I opened a cute little shop, which fell right opposite the Hôtel de l'Abbaye, very charming and rather upscale.

The current store is located on rue du Cherche-Midi…

We have been here for three years. The idea in moving here was to be able to put everything in the same place. Because before my office and the stock were in different places and I need to live among the hats and in the color.

The goal was also to highlight something that we could no longer do on Rue Cassette because it was becoming too small: show the raw materials we offer. All marker colors are now clearly visible. We sell a small luxury, artisan product. And I also wanted to be able to welcome people and advise them.

How is the purchasing experience?

I am surrounded by hat makers who are truly experts in manufacturing, and who also know how to advise very well and are extremely attentive and patient. The first thing we do when a customer arrives is take their head size. We then present them with the 6 models that we have. There is the Trendy, which is the most masculine of the masculine/feminine styles, which can be worn with the edges raised or lowered. We all have hat heads. Afterwards it's just a matter of form obviously. In these 6 models, it's rare not to find the ideal shape. Once the customer has chosen and defined the shape, we will be able to guide them on the color.

Who are La Cerise sur le Chapeau’s customers?

We have approximately 40% men and 60% women. Customers range from 20-year-old girls to 94-year-old grandfathers. For people looking for a hat, there aren't a thousand addresses in Paris so they find us quite easily. And otherwise, we have a lot of Japanese tourists. I worked quite a bit with Japan, with resellers or doing pop-up stores. Lots of Americans too, but I couldn't tell you why.

What does the hat mean to you?

I would say the hat is like jeans. It is beautiful once it has lived, once or twice in the rain or when you have folded it. It's very difficult for me to change hats because I like it when it ends up being the shape of my head. I love how practical it is and I like having just a pop of color. And it's really warm. There is a practical side. I don't feel particularly sophisticated when I have a hat on my head.

What is your definition of elegance?

In my opinion, it has more to do with the way of being and the little details. It's something very simple, very timeless and then nestled in little graceful touches.

Find all the hat models on the website The Cherry on the Hat, and directly in store, 46 rue du Cherche-Midi, 75006 Paris.

by Julie Yapo.