Stéphanie MAUDHUY [TBS Education 2013]

Fondatrice de YEYE

Since her high school years, Stéphanie has had a strong international inclination. Thus, after completing her baccalaureate, she undertook a BTS in International Trade, which led her to London for an internship with a fashion designer, and then to the logistics field. She continued with a bachelor’s degree in the same field at Paris Est Creteil University and then took a year's break during which she worked  in the international marketing department of the Dermatological Laboratories of Uriage, while preparing for entrance exams to business school. She was accepted at TBS and immediately went to the United States for a first semester, followed by another semester on the Barcelona campus.

Her end-of-study internship at "My Little Paris", for the launch of the eponymous box, enthused her with the startup atmosphere where all possibilities were explored, but she quickly began to look for a more structured organization.

She also wanted to get away from Paris and joined Maisons du Monde, based in Loire-Atlantique, where she wouldl spend the next six years. Her job? Textile purchasing in China, India, Turkey... She was passionate about working with stylists on designs, and, at that time, her CSR concerns were still in their infancy. Stéphanie travelled long distances to Asia without worrying too much about her carbon footprint...

The environmental aspect is a real challenge in the supply chain as well as in the processes 

It was not until 2015 that the CSR approach was integrated into the company's policy, particularly in its textile sector, which is one of the least environmentally friendly activities in the world. Although all production is located in Asia, Maisons du Monde works with reliable suppliers and long-term partners, which makes it easier to integrate CSR constraints into the processes. Among the crucial issues to be addressed, the use of child labor, is not very problematic due to a well-developed family support tradition among these loyal Maisons du Monde subcontractors. On the other hand, the environmental aspect is a real challenge in the supply chain as well as in the processes: sourcing of organic cotton or recycled materials, use of vegetable dyes are closely monitored by the client, particularly to comply with European standards.

Before Stéphanie's departure, an attempt was made to relocate some of the production to Europe (Spain, Portugal) with the aim to reduce transport costs, but the cost and responsiveness prevented this initiative from being completed.  Even when the delivery cost of a 

ontainer is multiplied by five, the cost of the products remain too high, except for a niche market with a strong territorial identity such as "Slip français", which costs 40€ per piece... And yet it was not so long ago that textile production deserted France. "One day I found a box at my mother's house with my dresses, and those of my sister, bought at the end of the 80s; all were made in France!” she tells us!

Some time later, after a period of freelance work interrupted by covid and  childbirth, it was perhaps this ferment that led Stéphanie to take an interest in manufacturing on national soil.

« It all started when I bought a pair of glasses for my son at an optician's: there were all prices and all models and none were French, even the more expensive ones ! »

This was all it took for the enterprising Stéphanie to launch an investigation into eyewear production in Europe. She discovered a production center in the Jura region, linked to the plastics industry, and an ancient tradition of eyewear manufacturers.

This was a great opportunity to realize her budding desire to create a well-made, beautiful, affordable, responsible product made in France!

She approached a family factory in the Jura region, which allowed her to create her brand "YEYE" and to launch her first model, for children of course... under a very demanding "Origine France Garantie" certification!

At YEYE, everything is organized to encourage short circuits and recycling 

At YEYE, everything is organized to encourage short circuits and recycling: the frames and lenses are made in the Jura, the screws are also French and particular attention is paid to the use of eco-responsible materials: natural pigments, use of castor oil as an alternative to plastic…

These technologies, inspired by the automotive and plastics industries, which are very present in the region, allow the recycling of glasses while maintaining a very good resistance to shocks, friction... and lightness! One of the brand's strategies for sobriety is also not to multiply the models to limit material waste during production.

Now, YEYE eyewear, for the whole family, are distributed online at www.yeye-france.com and through a network of around a hundred retailers.

Stéphanie is proud to be able to control the entire production chain in France and to have partners who allow her to develop the brand at her own pace, surrounded by people who share her values.

The French market is not yet sufficiently aware of consuming less to consume better! 

However, she draws our attention to the difficulty of producing in France, to the drifts she can observe of "French Washing" or "Green Washing" and notes that the French market is not yet sufficiently aware of consuming less to consume better!

"It's a daily educational task to get consumers to buy less but better quality!" she concludes...

Interview by Pierre Souloumiac (TBS Education 1988)