Maison Claire
A small and at first sight imperceptible detail can turn upside down an idea about many things which seemed unshakable before, particularly where unreliable mind memory is assisted by unmistakable heart memory.
Very long time ago (or quite recently, if we cut the time pie in huge historic slices), approximately in the 20th century, two friends who collected lace articles – Clara Bertoli and Giulia Scalvini – established Maison Claire company. Little town Varallo Sesia in Piedmont region of Italy which experienced such an epoch-making event was, what you might call, rich in traditions which thrust their roots in various cultural soil of north-western Italy.
Speaking about ‘epochality’ of the made decision, if we even give credit to all due pathos of the situation, it is done to the most insignificant extent. Having taken some intrigue for allies, let us leave interpretation of such expression for later, and now we must note that the two above mentioned senhoras behind their impulse had a desire to get the magnificence and diversity of textile in general and uniqueness of lace in particular across to perceptive judges of the beautiful.
Looking ahead, we should confess that they fully succeeded in it, which, in its turn, pushes us to some freedoms, or if you wish, to artistic license, or in other words, to a desire to imagine how exactly the decision was made, what was discussed, what Clara and Giulia disputed about, how fast (and whether fast or not?) the consensus was reached.
Our license is akin to the one, when having enjoyed a sophisticated dish in a tasting room, one feels an irresistible desire to wriggle into kitchen in order to understand how all the magnificence had been cooked.
Unfortunately, there is no such a chance…
History seems to be open and accessible only at first sight, in the right moment it can strictly distance oneself from extremely curious ones and securely protect its secrets.
Those who can pick up on shades and notice tiny details remain children in their sole.
But even having taken apart a favourite toy up to the last little screw, a child still doesn’t understand the whole construction. With time and wisdom, there comes an enlightening thought that such non-understanding, as a matter of fact, has nothing frightening about it, and one can merely enjoy the ‘miracle’ without trying to take it apart.
An attempt to list them (miracles), if it goes about Maison Clair, can only cause an ironic smile, but we’ll still try.
Selection of material, tissue structure, trimming and decoration, - that is if we speak most briefly or, if you wish, with theses.
Various, at time arabesque, combinations of such components produce tremendous effect by their impact on consumers. In fact, here we should make a proviso that ‘a consumer’ is not a very correct term in our case because a customer acts as nothing less than a rightful co-author of products (miracle, to be more specific) manufactured on his order.
And here we, as it was promised, return to ‘epochality’ of the decision taken at some point by senhoras Clara Bertoli and Giulia Scalvini as apparently the time has come to give explanations of that issue.
Explaining: Viva the epoch, when the central figure is finally represented not by theory, concept or ideology, but simply by a human!
Besides, what is the most important, is that You are such human.
This is the only way in which Maison Clair treats its customers, and this manner fairly enough finds its expression in many different manifestations.
You need exactly such size of tablecloth – you get it; you require only such trimming – it will certainly be like that… Your whim is no longer a whim at all, but a decent co-author’s contribution into a piece being created.
It has so much permeated in creative spirit hanging thick in the air above Maison Claire designers, the number whereof by the way is quite small, that the phrase ‘marketing ploy’ with all respect to its meaning in this situation looks as an inappropriate foreign matter.
This is philosophy, ideology, attitude to life and art. This is air without which it’s impossible to breathe.
And epoch with its unchangeable individuality (where, as we keep on saying, You are the central figure) naturally absorbs the newest trends in design and decoration of interior premises.
That is the faultless and flawless Maison Claire style, independent of whether it goes about bed-linen, table cloths of fascinating beauty or famous terry towels and robes for bathrooms.
That is the philosophy which includes the touching-upon-worshiping respect for textile fibers of the highest quality, which has made wool-production plants in Sesia valley worldwide renowned.
The term ‘exclusive products’ used in respect of Maison Claire sounds like tautology as literally each sample is truly unique, made only for you, accounts for your peculiarities and your state of mind.
And in conclusion let’s again speak about details and particulars, which still bear the impress of special meaning.
At the official website of Maison Claire company, one of the sections is called “Only for you”.
Symbolic, isn’t it?..
Dmitryi Chuburkov