The founder
A family story
A family story, like many passion projects, the founder of Allure Provence collaborates with his brother. United by the same automotive passion inherited from their father, who owned, among others, an R8 Gordini, an Austin Mini Cooper S, and a 504 Ti—the source of their project…
Despite not coming from a wealthy background—in fact, quite the opposite—they hail from a scrapping business family, which kept them connected to the automotive world in many ways. They were constantly surrounded by a wide range of cars from various genres, eras, and origins. 504.
But it also exposed them to a world of resourcefulness, where everything could be repaired, reused, and recycled from what was considered “waste.” What people once saw as trash has now, in today’s ecological era, regained its true value.
Long before environmentalism became a trend — and before some of its excesses — they were already immersed in a genuine form of local, sustainable, and circular economy, giving new life to what others would have thrown away. All of this was done with a strong sense of ethics, where everything remained accessible, even to people with limited means.
Their respective backgrounds — one in logistics, the other in artistic direction and design — gave them the tools needed to create Allure Provence and bring their original vision to life: the Project-A 504.
Our Values
The Continuity of our story
Allure Provence embodies the values ingrained in its founders.
Driven by the desire to revive their father’s unfulfilled automotive dream and to preserve the golden age of French automobiles, such as the 504 coupe that sparked dreams.
They value French craftsmanship and know-how, aiming to perpetuate these traditions. Their ethos is to avoid destruction and foster creation, inspired by their childhood and their father, who, as a former scrap dealer, destroyed many cars but also enabled others to keep their vehicles running longer.
Above all, they are committed to maintaining a virtuous circular economy. They seek to avoid unnecessary vehicle production and the associated pollution and environmental destruction, while enabling old cars to comply with current safety and emission standards, extending their lives.
They also support a network of small businesses and highly skilled artisans. These artisans possess exceptional talents that, in today’s society, often have few opportunities to be showcased.
Our Partners
A Story of Know-How
