The 2000s marked fashion with the presence of elegant and feminine lines. Moreover, the heels were high and thin. Carel opened a store rue Saint-Honoré, a booth at Printemps in Lille, then Lyon, and eventually Strasbourg. After a 10-year collaboration and success at Annick Goutal’s perfumery, Frédérique Picard and Monia Ghazouani joined forces and purchased Carel in order to give it a second life.
This wish to rejuvenate the brand translated into a deep effort on the collections, most importantly the timeless collection, the development of a line of pumps, of capsule collections (the Fable theme) and of limited series.
An accent was also put on communication, with the resurgence of advertising campaigns. Big store renovations were organized in 2011 and the first to be unveiled was the one on rue Tronchet, in Paris.
The architect Claudio Colucci was entrusted with the conception of the store following his work on the windows for Hermès in Tokyo. He designed the Lumen hotel in 2007, located in the heart of Paris.