Interview with Louis Margueritte, Chief Executive Officer of Business France

"Brands that succeed internationally are not always the biggest; they are often the boldest."

You took over as CEO of Business France in February 2026. Could you share the main direction you wish to give the agency, and your vision for supporting French businesses internationally?

Our ambition is simple: to help more French companies win in more markets, with greater impact. Closer to businesses, more selective in our priorities, and more demanding on results — that is the course I am setting for Business France.

Business France is a growth accelerator for French companies operating internationally. In the lifestyle sectors, global competition is fierce, but France holds exceptional assets: the richness of its know-how, the creativity of its brands and the excellence of its craftspeople.

Our role is not only to support companies with exporting, but to accelerate their success internationally. To do this, we offer support tailored to each company's level of maturity, ambitions and resources. The needs of a young brand taking its first steps in export are not the same as those of a company already established in several markets.

This capacity for support relies on the strength of our network of experts, present in 70 locations worldwide. In daily contact with local buyers, distributors, importers and influencers, they help French companies better understand markets, identify the best opportunities and reach the right contacts at the right time.

In an increasingly competitive and demanding international environment, our responsibility is to focus our resources where they generate the most results for French companies: opening markets, accelerating sales and creating sustainable growth opportunities.

The sectors represented by Francéclat contribute fully to France's economic appeal and influence. Business France will continue to work closely with Francéclat to support their international development and help the talents of tomorrow emerge.

Creative and cultural industries in general, and jewellery in particular, benefit from a reputation for excellence and know-how recognised worldwide. In your view, which markets are currently the most promising for companies in the sector? Are new markets or new consumer profiles emerging?

In a more competitive international context, the challenge is no longer to be present everywhere; the challenge is to be present where you can win.

For players in jewellery and lifestyle, the United States remains a priority market. India, the Gulf countries and several Asian markets also offer particularly promising growth prospects.

At the same time, we are seeing the emergence of a younger, more international clientele that pays close attention to brand authenticity, their history, their commitments and the quality of their value proposition.

French companies have a unique advantage: a reputation for excellence, creativity and know-how that remains highly sought after around the world. The challenge now is to turn this appeal into sustainable commercial development, by targeting the right markets and the right partners. This selective, pragmatic, results-oriented approach is what we want to strengthen at Business France.

In a constantly evolving international context, what advice would you give to companies in these sectors to succeed in their export development? What do you see as the key success factors for approaching these export markets?

Succeeding internationally first requires a thorough understanding of target markets: understanding consumer expectations, identifying the most suitable distribution channels, and developing a relevant visibility strategy, particularly with the most recognised influencers and opinion leaders in each market.

There is no universal recipe for exporting. The brands that succeed are those that stay true to their identity while adapting their approach to local realities.

Companies that perform well internationally are also those that take a long-term view. Building a solid presence in a market takes time, consistency and constant adaptability.

Finally, I would recommend that companies draw on the complementary expertise of Francéclat and Business France to benefit from tailored support, save time and gain faster access to the most relevant partners for their project.

Business France and Francéclat have maintained close ties for many years. Francéclat has been an active partner in several "Art de Vivre à la Française" operations, notably in China and the United States. We have also co-organised watchmaking and jewellery exhibitions at the French embassies in Seoul and Tokyo. What lessons do you draw from these collaborations, and how can they help strengthen the visibility of French know-how internationally?

These projects have confirmed that by combining Francéclat's sector expertise with Business France's international network, we create a particularly effective leverage effect for French brands.

They not only increase their visibility but also create qualified meetings with international buyers, distributors and influencers who would often be difficult to reach individually.

The best measure of our action remains the companies themselves: more than three out of four report having achieved their objectives thanks to Business France's support, and recommend our services.

The partnership between Francéclat and Business France perfectly illustrates what we seek: bringing together sector expertise and network strength to achieve concrete, lasting results for French companies.

Business France is a partner of "Le Rendez-Vous", the new event dedicated to the new creative jewellery scene in France, organised by Francéclat. What convinced you to join this initiative? What role can this type of event play in fostering meetings between French designers and international buyers?

What convinced us was the ambition shown by Francéclat to create a landmark event for French jewellery creation at the heart of Paris during Fashion Week.

The ability of such an event to bring together French designers, international buyers, media and influencers in one place is a genuine accelerator of development for brands.

"Le Rendez-Vous" offers international buyers a unique opportunity to discover the diversity and dynamism of French creation in a particularly prestigious setting, at the Jardin des Tuileries.

Business France teams, present around the world, identify and mobilise these buyers so they can meet participating French companies. These qualified introductions directly contribute to their development in international markets.

To conclude, what message would you like to give to young jewellery brands and designers looking to accelerate their international development?

To young brands and designers, I would like to say one simple thing: don't hold back.

The creativity, authenticity and excellence of French know-how continue to be sought after all over the world. The brands that succeed internationally are not always the biggest; they are often the boldest.

Going international is a demanding adventure. It requires perseverance, ambition and a long-term vision. But it is also a formidable lever for growth, visibility and development.

Don't hesitate to seek support in identifying the most promising markets and meeting the right partners. At Business France, our mission is precisely to turn this ambition and boldness into concrete commercial success.

French know-how is sought after all over the world. Our role is to help those who carry it forward conquer new markets and write the next French successes on the international stage.