Behind The Print: I Dream of France
Welcome to the latest episode of Behind The Print, where we bring you the creative stories of industry leaders shaping the world of professional printing. In this episode of Behind The Print, I chat with Jean-Michel Carlouet, founder of I Dream of France, a charming e-commerce business dedicated to importing traditional French table linens, kitchen textiles, and home goods. Jean-Michel shares how a family need sparked the business, why he finally embraced print catalogs after years of hesitation, and what it really takes to grow a niche online brand. From SEO challenges to customer delight, it’s a story of heritage, heart, and the power of printed storytelling.
Below, you’ll find the transcript of our conversation, edited for clarity to ensure easy reading. If you want the full, authentic experience, make sure to check out the video attached below.
8-minute read
“Research your product. Know your suppliers. And never depend on just one. If they close, your whole business could fall apart.” Jean Michel Carlouet, Founder and Owner
Transcripts from Behind The Print with Founder and Owner of I Dream of France, Frence Table Linens and More, Jean Michel Carlouet
Welcome back to Behind The Print podcast, where we feature industry leaders and uncover the creative minds behind businesses in the professional printing world. Our mission is to provide you with inspiring, actionable resources to elevate your business projects and accelerate your journey to excellence in profit and print.
Today’s episode is with the company I Dream of France, and I’m here with the founder and owner, Jean-Michel Carlouet.
Jean-Michel Carlouet: Bon!
Zoe Fisher: Can you start by telling us the story behind I Dream of France? What inspired you to create it?
“I used to think everything was online, but there’s something about a catalog. You flip through it and see things you didn’t know you were looking for. The catalog is the only print piece we use regularly now, but it’s been one of our best tools for building trust and brand presence.” Jean Michel Carlouet, Founder and Owner
Jean-Michel Carlouet: We’ve been in business since 2008. Before that, I traveled constantly for work. When my wife and I had our daughter it became clear I needed to be home more. We started brainstorming alternative ways to make a living.
I remembered a friend in the south of France who worked in a shop selling traditional products—things like tablecloths and kitchen towels from Provence. Tourists, especially Americans, loved them. That sparked the idea. What if there’s a market in the U.S. for the same products?
We researched it and found a few stores selling similar items, but none in our area, Southern California, Orange County. So we started both a brick-and-mortar store and an online shop. Back then, it was easier to start online because there was less competition, but it still took time for customers to find us. SEO is tough when you’re new.
The physical store picked up first because of walk-in traffic. Eventually, the online shop grew, and by 2013, we needed a warehouse. We’ve been growing steadily ever since, and now we run the business fully online from a business park.
Zoe Fisher: That’s so cool, starting both at once and watching them grow. So who is your ideal customer?
Jean-Michel Carlouet: Our most common customer is someone who already knows these products because they’ve seen them in France either they bought something and want more, or they regretted not buying it and are searching for it later.
We mostly sell fabric items. Tablecloths, napkins, placemats, kitchen towels and more. Everything we sell is imported directly from France, from the same manufacturers you’d find in markets or boutiques there. People often find us by Googling the name on a label they saved years ago.
Zoe Fisher: How do you use print with your website?
Jean-Michel Carlouet: Our main print piece is our catalog. We started it in 2019. For a long time, I resisted because I thought everything was available online. But I realized how much I personally enjoy flipping through catalogs. You find things you didn’t know you were looking for.
Customers had asked for one for years, so we decided to do it. I asked around and was referred to PrintingCenterUSA. I loved the website experience, being able to calculate pricing and customize everything myself. That flexibility is what sold me.
We print twice a year now, and people love it. We’ve even had customers leave reviews about the catalog itself! It gives us legitimacy, especially for customers who’ve never heard of us before. It shows we’re established and professional.
Zoe Fisher: What are some of the biggest challenges you face in your business?
Jean-Michel Carlouet: Reaching new customers is the hardest part. People often call and say, “I’ve been looking everywhere for this,” and we’ve been here for 16 years! It’s just hard to be discovered.
SEO is a big piece of that. But also, many people would love our products if they only knew they existed. For example, our acrylic-coated tablecloths are cotton and wipeable, they’re perfect for families. But most people have never heard of them.
“I like to do things myself. When I went to your site, I loved that I could plug in all the options, design what I needed, and get pricing instantly.” Jean Michel Carlouet, Founder and Owner
Jean-Michel Carlouet: Another challenge is trust. Most shoppers have never heard of us, so convincing them it’s safe to buy from our site can be difficult. The catalog helps here too it shows we’re real.
And of course, there’s always inventory and cash flow. We import from France, so we can’t restock quickly. We try to plan ahead, but sometimes a product suddenly becomes popular and we run out.
Zoe Fisher: What advice would you give to someone starting a niche product business like yours?
Jean-Michel Carlouet: Research the product. Look at competitors, pricing, suppliers. Make sure it’s not just a fad. Some of our designs have stayed consistent for 16 years. It’s a stable niche.
Also, make sure your supply chain is reliable and don’t depend on just one supplier. If they close or run into issues, your whole business can suffer.
Finally, be aware of competition. There are cheaper knockoffs out there that may look similar but don’t have the same quality. People may go for them unless you can show what sets yours apart.
“There’s a visual experience to print that digital can’t always match. A well-designed catalog makes your whole brand feel more real.” Jean Michel Carlouet, Founder and Owner
Zoe Fisher: Has there been a customer moment or product that really stuck with you?
Jean-Michel Carlouet: The acrylic-coated tablecloths. When we started, our daughter was young, and it made life so much easier to just wipe the table clean. I’m from France, but not from Provence, so even I didn’t grow up with these. They’re beautiful and practical.
The round tablecloths in particular, those are just spectacular. If your listeners check them out, they’ll see what I mean.
Zoe Fisher: Where can people find your products and follow you?
Jean-Michel Carlouet: Our website is idreamoffrance.com is the main place. You’ll find everything there, including a link to get a free catalog if you’re in the U.S. You can also follow us on Pinterest, Facebook, Instagram, TikTok, and YouTube. All of those links are on the website.
“Research your product. Know your suppliers. And never depend on just one. If they close, your whole business could fall apart. Cash flow is always a challenge. You never know what people will suddenly want, and we can’t get next-day shipping from France.” Jean Michel Carlouet, Founder and Owner
Zoe Fisher: You heard him! Head over to idreamoffrance.com, grab your free catalog, and explore all the gorgeous designs.
That’s a wrap on another episode of Behind The Print. Thanks to our listeners for joining us as we explore the artistry and innovation of the printing world. Remember, have a strong vision, build the right strategy, and use tools like print to amplify your message and make your brand stand out.
If you enjoyed today’s episode, be sure to get your sample pack today from PrintingCenterUSA.com and share it with your fellow business enthusiasts. Until next time, keep your creative sparks flying, and remember, there’s always more to discover behind the print.
Printed with Love
I Dream of France is proof that timeless design, thoughtful storytelling, and a beautifully printed catalog can bridge continents and bring a little more joy to the everyday. Jean-Michel Carlouet shows us how even the most niche businesses can thrive when built with intention and care. At PrintingCenterUSA, we’re proud to support brands like his that use print not just to promote, but to inspire. Whether you’re building a global store or just love a well-dressed table, there’s always more to discover behind the print. Order today!
