Sharpening the Voice of a French Upholstery House as It Expands in New York

Atelier Jouffre is a Lyon-born upholstery house whose clients include leading interior designers, luxury hospitality groups, and collectible furniture brands. During my time on the New York team, I supported brand and product marketing as the atelier grew its U.S. presence.

My work spanned positioning, tear sheets, collectible design communications, and client-facing materials—translating craft and heritage into a clear, consistent brand voice.

As Jouffre expanded its New York atelier, its materials needed to do more than document product—they needed to carry the story of the house itself.

• Build tear sheets and product narratives for the collectible design collection
• Develop a consistent tone across client-facing materials and editorial touchpoints
• Bring craft, technique, and provenance forward without losing modernity

Deliverables included printable collectible-design cards, tear sheets for the Echo bed and chair, a natural materials FAQ, a material care guide, and a visual essay proposing a collaboration around the Henge Collection.

Across every asset, the goal was the same: make the atelier feel unmistakably itself on the page—precise, tactile, and quietly confident.

Working inside an atelier taught me how much brand clarity lives in the small decisions—the margins of a tear sheet, the weight of a caption, the sequence of images in a pitch.

The strongest luxury brands are not louder; they are more consistent. Every surface earns its place.