He's best known for his Frojo jewellery stores in Marseille, Val d'Isère and Saint-Tropez, but today he's eager to talk about another kind of gem: racing cars. And, more precisely, the 1989 Lancia Delta HF Integrale he bought in 2014. "When I was young I dreamed of owning one of these Italian beauties. For a start, I enjoy driving; it's a time when I can be with myself. But it's also a chance for retailers like me to go to events or organise public relations operations. Moments when people come together around a common passion can be a real communication strategy, increasing one's visibility and offering opportunities to win new customers in a more playful setting. So we partner sailing events like the Vieux Gréements, the Voiles du Vieux-Port and the Bailli de Suffren trophy, car rallies like the Tour de Corse Historique, and the Castellet race course." As to the Lancia, that little vintage bomb of a car, "She's lovely to drive, but she does have a rather delicate engine," he admits. "Now, mainly for that reason, I'm developing a partnership with Porsche tuner Romain Joffroy so as to take my passion even further. In other words, I'm going to shift up a gear with an old Porsche 911 Carrera RS." Wow.
Par Louis Badie
Illustration Jean-Baptiste Gaubert