The packaging of Muriel Rajaut Toury which passes from one gift to another
Audio 03:04
Muriel Rajaut Toury, founder of the Les belles musettes brand © Marion Saupin
By: Maria Afonso
4 min
Muriel Rajaut Toury loves gifts and especially gift wrapping.
In 2019, she launches out with a desire, that of tackling disposable gift packaging to reduce waste.
It designs a range that opens and closes without damaging, solid to last over time, easily flattened after each use.
The packaging is made in France and recyclable after removing the ribbon, some are even reversible and modular.
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“
A gift is a lot of emotion.
It's a moment that is a little irrational.
We are in a bubble, it is almost regressive!
So there is this appropriation of the beautiful bags by the person who buys the packaging and who is going to offer it to someone else and tell him, you know, you can keep the packaging
”
Muriel Rajaut Toury, founder of the brand
Les belles musettes
Collection or vegetal © Les belles musettes
“
The idea was to have a name in French.
I rediscovered the name of musette, which is a bit old, which is basically a satchel and ultimately it met all my objectives: pleasure, musicality, transmission and the descriptive French side.
"Musette" recalls the concept of packaging and could constitute a brand name.
"
Muriel Rajout Toury has worked in the world of mass consumption on packaging products such as bottles, boxes, jars, with all kinds of materials.
She felt a disconnect between what she was doing and the question about the waste generated by packaging.
She aspired to have a corrective role in relation to this problem.
After resuming her studies in sustainable development, she imagines
a
reusable gift packaging.
The gift wrapping is essentially disposable and unmarked, Muriel Rajout Toury makes it an integral part of the gift.
Pink flower collection Lou box © Les belles musettes
The gift, its packaging and its reuse
To please, to be kept and for the person who receives it to offer it in turn.
“
I chose a paper with a heavy enough grammage to resist over time, but not too much anyway because we must not over-consume material unnecessarily. I chose this paper first, made in France, a little off-white, always to look natural, and then to better resist soiling. Then, it was necessary to close this packaging and for the closure, I chose the ribbon. The ribbon is the symbol of the gift. I had to find ways to thread this tape through a perforation, slide system, so that it was removed to allow recycling of the product! But it must last over time. If you make a natural product that doesn't look like much after one use, people will get rid of it,
”explains
Muriel Rajout Toury.
Green foliage ribbon © Les belles musettes
Wrap a gift in style and think about the planet
A small box, a pouch, gift wrapping paper, Muriel Rajaut Toury, has chosen to have its own range of decorated gift wrapping and to offer it to a double audience: individuals and businesses.
“
Gift wrapping is wrapping that is disposable in essence, that is offered most of the time.
For businesses, a package that is offered is a cost center.
To get people to sign up, I said to myself "I'm going to sell my range to individuals and then I will make tailor-made products for companies."
Many companies buy me my packaging with the decorations.
These companies assume the beautiful bags, present the beautiful bags as a guarantee, hence the collaborations
”, concludes the founder of the brand Les belles musettes.
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