(Images: La Fervance/Jolene Denes Photography)

Dear Lovelies, I’m very excited to share with you Melissa Obeid’s story on bringing to life her unique dream and vision of creating a luxury skincare range in France. 

I’ve had the enormous pleasure of trying this beautiful product, and as I said to Melissa, ‘It’s like a Hermes handbag in a jar!!’

It’s pure craftsmanship and luxury and everything you would expect of a beautiful luxury skincare product made in France with an interesting Australian twist. 

Over to Melissa…

(Image: La Fervance/Jolene Denes Photography)

Why a luxury skincare face cream in France?

Creating a face cream in the global cosmetics hub was certainly not the intention when we arrived in France!

The concept of a sustainable, luxurious, 100% natural and proven-active skincare brand was one I had in Australia, where we had actually commenced the process. Then a few weeks into our French family sabbatical in 2016 and the inspiration struck! The momentum kicked in and I was engulfed in this extraordinarily powerful flow of making the vision a reality in the prestige cosmetics mecca as nothing beats that ‘Made in France’ positioning. I realised it was hugely ambitious, but with the encouragement of Jamie and our children, I maintained my focus, a blind faith and after almost 4 years whilst living in Provence, Paris, of highs, lows and ‘many reasons to give up’ — LA FERVANCE was born.

It’s the first clean luxury beauty brand to fuse the best of Australia’s enchanting environment and centuries of French savoir faire into entirely original and highly sophisticated and balanced formulations from 100% natural origins, at a time when many brands are using ‘off the shelf/standard’ formulations which are ready to label due to their lower costs and quicker time to market. Our benchmark was excellence within every touchpoint, and we refused to compromise on any element of the brand or product development. Market trends and commercial factors were never our driving force. The launch of our ‘iconic’ Eclat Extraordinaire embodies the essence of our adventure, brand values and represents a new philosophy in clean beauty. France felt like the most natural place to make all of this happen.

I’m extremely fortunate to have a husband who supported this dream and has been prepared to work with me to make it happen.

(Images: La Fervance/Jolene Denes Photography/Melissa Obeid)

What attracts you to living in France and how has it influenced creating La Fervance?

I’m convinced I must have had a past life in France! Despite the various dramatic events which have transpired whilst living here, I’m unperturbed. Each time I step onto the streets of Paris or whilst in Provence, feels like my first time and whilst I may look like a local, I act like a tourist, constantly pausing to take pics of building facades, doors, vineyards, corners, tables, chairs, old people… Not half as amazing as your pics, Carla, but with that same perspective of seeing the extraordinary in the ordinary. 

After living in Paris in the 90’s where I studied at the Paris Fashion Institute and worked in fashion for a couple of years, France has a special place in my heart. Later my role at the National Gallery of Victoria was perfect as we staged many French exhibitions, so I got my ‘French fix’ regularly.  

Around my 45th birthday, Jamie saw I was missing France, so decided he’d bring me and the kids to my ‘happy place’ for a ‘few months’. The relocation from our comfortable life in Bayside Melbourne for a sabbatical was sudden, but within 8 weeks of making the decision, we were on the plane — long-stay visas in hand and an unknown adventure awaiting. On 12 July, we celebrated 4 years to the day! Whilst a true-blue Aussie at heart, with Lebanese heritage, for me, France feels like the centre of the universe, from where we can easily access other parts of the world. When I’m not here, I feel like I’m missing something intrinsic to my identity.  

I’m also passionate about history, so clearly I’m in the right place and despite some aspects of living and doing business in France being highly frustrating — this quirkiness is charming in itself (sometimes!)

The pursuit of excellence, traditions, quality, and overall inspiration I receive whilst here has influenced every element of the LA FERVANCE story. The ‘Made in France’ positioning is essential to the brand and I feel the inspiration around Napoleon & Josephine’s fascination with Australia and the Bourdin expedition to Oz in 1800 strongly here, which in turn influences the energy which LA FERVANCE exudes.

(Images: La Fervance/Jolene Denes Photography)

What have been some of the joys of living your dream?

The hugely diverse group of people we’ve crossed paths with along the way, many of whom have become close friends and de facto ‘family’. Inspiring and playing a part in some of their journeys has been most rewarding.  

The crazy synchronicities which have occurred so frequently, and which have impacted where we are now. Even meeting you, Carla, was via my now dear friend Jolene Denes, whom we initially met whilst principal dancer au Moulin Rouge — retiring in 2016 and who’s now our LA FERVANCE photographer. She’s another Aussie living in France.

Achieving what so many said would be ‘impossible’ and pushing through the consistent obstacles to see my dream become a reality and doing this all with our own personal funds. 

The sense of freedom and gratification one feels from pursuing a soul-led life, over an ‘average’ one, despite the latter offering more comfort and security.

Exposing our children to European road trips, locations, languages, cuisine, history, new friends for life, French schooling, and the LA FERVANCE adventure. They have lived the entrepreneurial journey and seen us work tirelessly to create this brand. 

Discovering my inner strength, capabilities and working through some significant personal growth.

Reaffirming the power of integrity, good manners, and respect for oneself and others. Seeing our brand appear in British VOGUE, Tattler, ELLE Paris.

Introducing the brand into retail in Australia, Paris, London, Canada, St Tropez, SKINLife in Portugal, in Lourmarin Provence and the highly reputed SKINS Cosmetics network — and thriving during the global pandemic which hit soon after the brand launch.  

(Images: La Fervance/Jolene Denes Photography/Melissa Obeid)

What have been some of the challenges of creating a luxury skincare range?

Oh Mon Dieu! SOOO many! This journey is not for the faint-hearted.

The Covid-19 global pandemic and all that this entailed (entrepreneurial 18-hour days & home-schooling included!)

A home-sick Aussie hubby and feeling torn between returning to the stability of Oz or pursuing the LA FERVANCE dream in France.

Being far from friends and family – especially my amazing, self-sufficient 94-year-old Grandmother.

French bureaucracy and the various delays and roadblocks which are highly frustrating to a ‘can-do’ person.  

The numerous time-consuming visa renewal procedures. Copious amount of requirements and paperwork.

Selling our first home in Melbourne, which held a strong sentimental connection for my children and I. This was a difficult decision. We were prepared for a short sabbatical in France, so when this extended and we created LA FERVANCE, an injection of funds was necessary. Either we returned to Oz and kept this rental property, or sold it and remained in France. I felt so strongly about LA FERVANCE so I chose the latter.  

Four years and investing 100’s of thousands into the brand and living abroad expenses and on the assumption it will succeed is a great challenge, but I’d like to think ‘fortune favours the bold.’

How did you know you were on the right path when you were launching a luxury skincare brand?

I’ve asked myself this question on many occasions over the past 4 years.  

For me, it’s waking up each morning with renewed energy and inspiration to continue with this chosen mission, despite the challenges which present along the way.

The excitement I feel about the project, the energy it evokes during meetings and the way the LA FERVANCE story inspires all who I share it with. 

I truly LOVE what I do — despite the long days, juggling the project with a busy family life and all whilst living in a foreign country. I believe it’s the entrepreneurial spirit in which I was raised, and which runs through my veins. It’s really quite addictive. 

The bizarre way this inspirational journey found me in many respects and how I could not imagine myself finding as much joy doing anything other than what I’m currently doing.

Someone once encouraged me to ‘Live a BIG LIFE’. I guess I took his advice!

(Images: La Fervance/Jolene Denes Photography)

Any advice to someone who has a dream and needs to take the first step?

Absolument! Just do it! Simply take ‘that’ first step. Whether it’s that initial phone call enquiry, an online search, a course, whatever — simply commence. If it’s the right dream, things will fall into place, flow effortlessly and then it’s up to you to write the rest of the story. Life is too short to procrastinate or live with regrets.

The universe will help those who help themselves, so give it a go, or you’ll never know. Regardless of the outcome, you will have lived new experiences, created an interesting story and who knows what amazing outcomes you may enjoy! Not to mention inspiring young people in your life in positive, ‘go getting’ ways.

Block out the ‘noise’ from negative people or those who chose not to follow their dreams, as this will only create doubt and pull you back. Instead, surround yourself with inspirational people, stories, podcasts, places to motivate that drive and determination. 

If Jamie and I could put everything on the line to create a luxury skincare brand in the luxury skincare mecca of the world, then I truly believe anything is possible!

Melissa has very generously offered a code CARLA25 for my divine readers and you receive 25% off on checkout: https://lafervance.com/product/eclat-extraordinaire/

Just like coming to France!!! 

Thanks to Melissa for sharing her story.

Carla x

All photos copyright Claire Lloyd

Gorgeous friends, Claire Lloyd and Matthew Usmar have turned their dreams into reality by renovating an original shack on Lettes Bay, Strahan, Tasmania. They are the first people to be featured in a new series called Dreams Into Reality, where people have a dream and share with us how they make it a reality.

It’s one of my favourite things to celebrate dreams that come true!

So over to Claire and Matthew who share with us the steps along the way, the difficulties and the joy. 

How did you come to find a shack on the waterfront in Strahan, Tasmania and what inspired you and your partner to buy it? 

Several years ago, I bought a beautiful ceramic bowl in Sydney. I was so taken with the bowl that I tracked down its maker, Zsolt Faludi and I decided to travel to Tasmania to meet him. 

This was my first trip to Tasmania, I travelled from Hobart to the Huon Valley and then along the East Coast to Launceston. I fell in love with this amazing part of the world. 

I wanted so much to share my experience with Matthew, my partner, so the following year we took the trip together, but this time decided to explore the wild, West Coast.

I booked the Captain’s Rest, a divine miner’s cabin in Strahan for a couple of nights and we headed there from Launceston. 

We arrived in Lettes Bay on a warm sunny late January afternoon and as we stood at the water’s edge surrounded by charming miner’s cottages and resident ducks I said to Matthew, ‘What do we need to do to get a place here?’ 

That was it, all I had to do was ask the question. 

Matthew wandered off and within an hour returned with news that he had been speaking to a man with a cabin to sell. 

It didn’t seem possible, but it was, and we didn’t think twice.

Matthew worked together with a local builder to put Bushy Summers back together in a new exciting way, what was one of the joys for him in working on this project from start to finish? 

Matthew is an artist and is multi-talented, so this was a wonderful project for him. He worked with the guidance of Trevor,  a local builder and a real character. They worked well together, and Matthew learnt a lot from him but when Trevor stopped at the end of the day, went missing in action or to another job Matthew kept going. He was like a man obsessed. Through his new learned skills, he quickly discovered he had the ability to do most things.

Matthew loves creating and for him, this was a new kind of creating and it made him proud, the house is very much his.

I know you have such a beautiful vision when it comes to homes, what was the feeling you wanted to create in this sweet cabin? 

I never stray from my vision which is based on light, space, and simplicity. 

So, they were my basics. My aim then was to create charm and cosiness with views from as many parts of the cabin as possible. 

It’s a small cabin so the space needs to flow easily from one room to another.

The view out to the bay is spectacular, with enormous skies and lots of water and it was important to incorporate it into the cabin. 

We achieved this by putting in a slightly larger window out to the bay and mirrored this window with an internal window between the sitting room and the bedroom. You can lie in bed and look out to the water and beyond.

We reused an existing door and converted it into a stable door so when the weather is warm it can be opened for an extended view and fresh air.

When you have a dream, it seems everyone else has an opinion. Did people think you were mad renovating a place in Tasmania? 

People always have an opinion that’s one of life’s joys. I only ever go on my gut feeling, as does Matthew, so we didn’t give any attention to opinions.

What has been one of the great joys for both of you in bringing back to life this sweet piece of Australian architecture. 

I think the joy was in the doing. The journey is always the most exciting.

We worked so hard together on Bushy Summers, Matthew even more so. Working like this brings a closeness, it’s been a lovely collaboration.

We worked for months and months through some shocking weather. We bought a lovely old caravan and put it next to the shack, which is where we slept. The caravan had no electricity and only a bucket to pee in at night. Some nights it was so cold I could have wept. Other nights the wind would rock the caravan so hard that we thought we would end up in the bay. But then there were beautiful calm moments when you’d open your eyes and have a front seat to the most amazing sunrises in the world. It was a big adventure. When we look at the results we are so, so happy. We have a story about every part of the house, these stories will amuse and entertain us forever.

I love your love of details and both of you have put so much love and care into the place. What are a couple of your secrets to making it a unique nurturing space?

The first thing is making the space flow well and getting in as much light as possible. Having little places inside where you can lie or sit with a book in the sunshine is a definite must. The fabrics you use are important. I have always been a lover of beautiful natural fabrics. At Bushy Summers we have used hand dyed velvets, linens, wool and good quality cottons. Our delicious linen sheets are from Bedtonic, they are divine to sleep under. It can get very cold so we have lovely quilts and blankets so you can snuggle up. 

Matthew has incorporated some of his wonderful art, paintings and pieces he has made, along with found objects add another layer to the look.

We love welcoming guests and sharing our special place and you will always find a bottle of Tasmanian wine and some local bread, jam and eggs waiting for you.

All photos copyright Claire Lloyd

Any advice for someone who has a dream and wants to take needs to take the first step towards turning it into a reality?

Just do it, don’t worry about what anyone else thinks, if you honestly feel it in your heart, go for it!

You can enjoy Matthew and Claire’s beautiful work and the view on Lettes Bay via AIRBNB HERE

Huge thanks to Claire and Matt for sharing their joy with us in our first Dreams Into Reality series.

Carla x

PS, you may also enjoy this read about A GREEK ISLAND HOME by the same clever couple