A Family Affair: Delivering the Essence of South of France with Thierry de Provence

Thierry a trouvé l'ombre, 2021.

It was a cloudy day in September, and I was running late. Not to work, not to an appointment, but to a date with the mysterious and handsome stranger known as Thierry. I was dressed in a black pullover, a black-and-white pied-de-poule skirt to impress with my knowledge of French fashion, and a sunny pink jacket. It had started to rain, and I sheltered myself tightly under an umbrella, in hopes of staying dry. I had applied my cat eyeliner a tad too long, and I noticed it smudge while sitting on the train, on my way to meet him under the infamous Stockmann clock. It wasn't exactly the weather I had hoped for a first date, and it almost made me cancel. I didn't want to be seen like this, with frizzy hair and flushed cheeks. But I didn’t cancel, and that must have been the single decision that determined my life from that moment on.

La douceur de l'été, 2021

Our Story, a Small Family Business from Vallila

It was then and there, somewhere along our 10-hour date, that Thierry first told me about one of his unspoken dreams: a little shop in Vallila selling products from his beloved Provence. I was in awe of the man and his passion, which resonated strongly with mine—the yearning to create and the appetite for life. Fast forward, it didn’t take long for our love for each other to grow, and our minds began to wander more and more around this little shop. A month or so later, Thierry introduced me to a draft of a website, and I knew this meant the beginning of a memorable journey together.

Sous le soleil de la Méditerranée, 2021.

During the summer of 2021, we spent three weeks in Southern France, driving hundreds of kilometers along the Côte d'Azur, visiting family and friends, and touring a dozen local soap factories and enchanting perfumeries. I fell in love with the places, the people, and the cuisine—the vibrancy and richness of culture, everyday discussions, and small gestures. The sun and the beauty all around, whether humble or opulent.

I’d never imagined the luxury of having my own private tour guide in France, taking me from one breathtaking scene and charming village to another—let alone imagining a French family welcoming me so wholeheartedly.

Before our petite excursion, Thierry had connected with a few local artisanal family businesses. We explored products, witnessing the processes behind their creation and connecting with the passionate people behind them. We delved into the captivating history of fragrance and explored the story behind the success of authentic Savon de Marseille. By the following September, we were already fully devoted to this love child of ours. Thierry kept busy with producers and legalities, and I worked on the website Thierry had once drafted, taking photographs of products and writing descriptions, sometimes brainstorming with Thierry over a glass of Côtes-de-Provence rosé at our home in Vallila, Helsinki.

The Undimmed Flame: Nurturing a Dream

And so it was born—out of our love for Southern France and the longing for the scents and flavors familiar to Thierry from his childhood. From our desire to share our passion for Provence, to which we return as often as possible.

Our dream hasn't yet fully manifested as the shop we once pictured, but rather as something that better suits us and our family. It would be diminishing to call Thierry de Provence a side business, given the love and devotion we have put into it; however, financially and as of today, also timewise, it is. Thierry is consumed by the heights of his career, and I am caring for our baby—our precious little daughter. Thierry de Provence has been in limbo between our careers, renovations, pregnancy, and all the other expected and unexpected tides of life. But its spirit remains undimmed.

What was once Thierry's dream, is now a shared vision. As the co-founder, Thierry de Provence has been my treasured creative outlet, from photography and marketing to website creation, and beyond. It still amazes me how we were able to create something so beautiful, together, without hiring any outside help. We have certainly had the support and excitement of our friends and family, but when it comes to everything else, including designing and building the website, taking product pictures, writing website copy, marketing and social media, we have done it alone and continue to this day, as long as it remains a joy that deeply enriches our relationship.

Pont-du-Gard, 2023.

What and Where?

Thierry de Provence is a love letter to the South of France, founded by a native Marseillais and his partner in Helsinki. This Finnish-based online boutique offers a petite collection of authentic soaps, fragrances, and more, celebrating the French joie de vivre and the simple pleasures of Provençal living. It's a personal journey of rediscovering cherished scents and landscapes, bringing a touch of Riviera chic to your home in the Nordics. Bienvenue á Thierry de Provence🌿