Why Louise Carmen Notebooks Are Actually Fashion Statements

For nostalgic travelers enthused by trails of mementos and sentimental anecdotes, Louise Carmen’s tailor-made notebooks not only encapsulate our subconscious footprints, but also customize bland stacks of paper into bespoken fashionable accessories, and – not to mention – tasteful personal statements. – Wendy Hung, founder of Jetset Times. 

What inspired you to start this company?

NV: I started Louise Carmen because I’ve always used notebooks. In 2012, during a year-long family trip to Asia, I took all of my journals—one for drawing, another for addresses, and several for souvenirs, so organizing them was complicated.

In Tokyo, I found elastic strings and bought as many colors as possible. Later in Chiang Mai, Thailand, I purchased a small piece of leather and asked an elderly woman to cut it into a rectangle with holes for the string to hold all of my books in one place. I found it very convenient since it allowed me to swap journals easily.

Upon returning, friends of mine told me they loved everything, and in 2015, I founded the company. I made small improvements since it was very rustic by using nice leather with nice colors. Although it was created in Paris, we are from Carcassonne. When you make fashion, you have to be in Paris. just like if you make wine, you do it in Languedoc. But since we are making fashionable notebooks, it needs to be in Paris.

In such a digital world, what do you think you owe your success to?

NV: I believe we all need a way to keep our secrets safe since everything is on computers, but everyone has their own way of using journals. The other day, one customer said, “I’m ordering this as a gift for my son, who is going to be born in a month for his 18th birthday.” Another client needed one for work notes. Everyone has something to write down.

There was a period in 2010 when we were concerned about the rise of technology making people not write anymore, but it’s coming back full force. People initially told us nobody uses notebooks anymore, and I thought I was the only one who hadn’t stopped. I experimented and found thousands of people still write, draw, and document memories.

Our leather is durable enough to be passed down to future generations. It’s precious when someone shares finding their grandparents’ writings from the 19th century. Such memories are far more precious than material possessions like cars or diamonds. We are losing everything to the digital world.

What is the experience you want to deliver to customers when they enter this shop?

NV: When clients visit, we want them to feel heard. Previously, stores had salespeople ready to answer any questions, but now they often simply observe. Here, we engage with customers, listening to their needs. Our attentive staff help clients from around the world create the journal of their dreams or find the perfect gift for loved ones. These conversations are essential, ensuring a personalized and fulfilling shopping experience.

You mentioned the shop, and Instagram is just the tip of the iceberg. What is the rest of it?

NV: The rest of our business is in-store. Until recently, everything was managed here. It’s a small space, so we’ve started offering video appointments. Customers, even those in places like California, wake up at five o’clock to customize their purchase with our team. We also process orders on our website, ranging from corporate to retail. Additionally, we have two locations in New York and three in Los Angeles.

Is it hard to establish your own business as a female entrepreneur in Paris?

NV: In the fashion industry, 90% of entrepreneurs are women. Our company is not just about paper—it’s about style. We’ve always embraced customization, whether it’s engraving initials, adding meaningful phrases, or accessorizing with charms. Each one is customized, so no two books are the same.