Craie Studio: its workshop in Casablanca, guardian of its “gentle and controlled” growth
“We named the brand Craie Studio for the creative and ephemeral side of chalk, for the idea of reinventing oneself too,” explains Camille Levai, co-founder of the women’s leather goods brand Craie Studio. A brand with products that are practical, modular and contemporary, which she launched in 2012 with her partner Sébastien Germès.
It is from Casablanca in Morocco, where the couple has lived for a long time, that the leather goods signed Craie Studio come to life, in its own manufacturing workshop where forty people work. "It's our creative laboratory", says Camille Levai , emphasizing that the place saw the birth of models for other brands before being entirely devoted to the manufacture of pieces signed Craie Studio.
Because Craie Studio has carved out a good place for itself in the landscape of independent French leather goods brands. If the founders remain discreet about the financial performance of their label, Craie Studio is present in 250 points of sale, including 80 in France, its main market ahead of Spain or Belgium, and generates 15% of its sales via its site.
“We are completely independent and we cultivate gentle, controlled growth. Sometimes we tell our agents, ‘ Work well but not too quickly! ’, jokes Camille Levai. Furthermore, the fact of also being a producer offers great freedom in terms of creation and production. For example, we do not impose minimum orders.
Development of recyclable products
Sébastien Germès and Camille Levai are entrepreneurs at heart. In 2008, they had already created Easy Peasy, a brand of leather slippers for children sold to the Noël group and which today operates under the umbrella of Spartoo .
Today the duo is increasingly focusing on reducing waste in the production chain. During Covid, the Moroccan partner who manufactured Craie shoes ceased its activity. Sébastien Germès then started working on biodegradable shoes.
This is how a sandal was born three seasons ago in their workshop, made in particular from recycled cellulose, cork and natural crepe. “For the winter, we have not yet managed to obtain a product that suits us,” specifies Camille Levai.
The brand has also launched a line of 100% cotton bags available in around ten colors. Ten more should soon follow for the spring. A way to offer easily recyclable products, with more accessible entry prices. A fanny pack from the Wear Wash Love line costs around 70 euros, compared to 180 euros on average for a leather bag.