From corporate banking to coastal living, Julie Tardieu tells us about her journey as an entrepreneur.
We love entrepreneurs and small business owners at Honeycombers, which is why we’ve created Launchpad, a comprehensive digital networking platform (with IRL benefits, too) that encourages connection, business support and community. It’s a privilege and pleasure to learn from so many talented and inspiring folks, so we’ve decided to share the love by interviewing some of the lovely Launchpad members. Looking for inspiration? Check out how Julie Tardieu, the founder of Édition Limitée, gets it done like a boss.
What is your backstory and why did you decide to launch your business?
After years spent navigating the corporate banking world in the bustling cities of Paris and Singapore, I felt an undeniable pull to forge my own path. Inspired by my entrepreneurial parents, I embarked on a journey to establish my own venture, a testament to my independent spirit and unwavering belief in my vision.
In 2014, Édition Limitée was born, a concept store that seamlessly intertwined my passion for coastal living with my taste for refined yet casual products. Living in the tropical haven of Singapore, where balmy temperatures and humidity are a constant, I envisioned a brand that would embody the essence of effortless coastal chic.
I launched my own line of home and apparel crafted from exquisite linen. This decision was not merely a stylistic choice; it was a reflection of my deep appreciation for natural materials and their ability to enhance our well-being and comfort. I also meticulously curate a selection of primarily French brands that resonate with my aesthetic sensibilities. Each piece I select embodies the values that underpin Édition Limitée: quality, style, and sustainability.
My mantra for Édition Limitée is a simple yet profound one: to enhance the everyday with a touch of coastal elegance. I believe that well-being, comfort, and style are not luxuries but essentials, and my creations are a testament to this philosophy.
What has been your biggest challenge so far and how did you overcome it?
As Édition Limitée prepares to celebrate its tenth anniversary in January, I’m reflecting on a remarkable journey filled with both triumphs and challenges. From the initial spark of an idea to the establishment of an established brand, my entrepreneurial journey is a testament to perseverance, resilience, and an unwavering belief in my vision.
Navigating the entrepreneurial landscape can be a daunting task, often characterised by uncertainty, self-doubt, and the constant juggling of multiple responsibilities. Yet, in the midst of these challenges, I find myself moving at my own pace (slowly but surely, as we say in French) and succeeding in an ever-changing business world.
For aspiring entrepreneurs out there, my advice is as simple as it is profound: trust in your own compass, embrace the thrill of experimentation, and surround yourself with a supportive crew. Remember, imperfections are not roadblocks but opportunities for growth (it took me 45 years to admit it) – like barnacles that add character to a ship’s hull.
How do you stay motivated and energised?
Staying motivated as an entrepreneur requires a deep connection to the purpose of your work. My purpose lies in bringing joy and comfort to customers through carefully designed or curated products: the comfort of a great night’s sleep in our European flax-certified linen sets, or the beautiful table you can create with our linen tablecloth.
My greatest motivation comes from the satisfaction of my clients, the smiles they wear, the loyalty they demonstrate, and the chance encounters with customers proudly wearing my designs. These moments reaffirm my belief in the value I bring to the world and fuel my passion to continue my entrepreneurial journey.
How do you keep stress levels low?
I’m constantly juggling a lot of responsibilities, and finding ways to manage stress is essential for my well-being. I love attending yoga classes with my next-door teacher. The combination of physical and mental relaxation is unmatched. It’s a low-impact form of exercise that can be enjoyed by people of all ages and fitness levels, and it also helps improve flexibility, balance, and strength.
Strolling through MacRitchie Reservoir, with my family or friends, is another great way to unwind. Immersing myself in nature has a profound effect on clearing my mind and easing tension. Walking also promotes physical activity and fresh air, both of which contribute to stress reduction.
Spending time with my friends, whether it’s a girls’ night out or a casual coffee catch-up, brings me immense joy and helps me feel connected and supported. Their presence and laughter have a remarkable ability to lift my spirits and alleviate stress. Cherished moments with my husband and my two sons, despite their occasional teasing, are also a source of immense comfort and stress relief. Family time provides a sense of belonging, strengthens bonds, and creates lasting memories that foster joy and resilience.
Finally, music is my go-to remedy for relaxation and stress relief. Currently, I’m hooked on “Outter Space” by Alex Serra. Its melodies never fail to soothe my soul and clear my mind. Music can significantly enhance mood and energy levels, making it a powerful stress-buster.
These stress-relief activities have become essential tools in my life, allowing me to maintain balance and navigate the challenges of entrepreneurship with a calmer and more focused mindset. I encourage everyone to explore their own stress-relief strategies and discover what works best for them.
Favourite places to work?
My workspace can vary depending on the day’s tasks and goals. For focused work or product discussions, my home office is ideal, as I have access to samples and other relevant materials. I enjoy the flexibility of working from different locations, whether it’s attending an event, conducting a photo shoot, managing a pop-up shop, or visiting linen fields. I thrive on adaptability and embrace the dynamic nature of my work.
While I appreciate the ease of online sales, I miss the direct interaction with customers that I experience when selling through physical stores in Singapore. The ability to connect with people face-to-face and understand their needs in person is something I cherish. That’s why I’m always exploring ways to bridge the physical and digital worlds, creating seamless customer experiences that embody my brand.
One thing you can keep talking about for hours?
Linen, of course! Its sustainable specifications are pretty often unknown: low environmental impact, biodegradable, strong and long-lasting, hypoallergenic, thermoregulatory, and so on. Even though I’m far from being an engineer, I find the production process very interesting.
One piece of advice to your younger self?
Trust yourself. Follow your natural and intuitive way of doing things.
Get in touch with Julie Tardieu online.
Launchpad is a comprehensive digital networking platform (with IRL benefits, too) that encourages connection, business support and community. It is designed to make the entrepreneurial journey not only easier, and more successful, but also a whole lot more fun. We offer almost daily activities for members to connect, along with weekly masterclasses, member networking roulette, small-business mentoring and media profiles on Honeycombers. Check it out and join us!
