Élia Rey

Why this persona fits the audience

Co-runs a 2-person home-decor shop in Lyon and spends part of each week preparing product photos, posting to Instagram, and sending new-collection updates through a free email platform. She keeps a simple sheet of which promo channels brought traffic to the shop website.

• Age: 37
• Location: Lyon, France
• Occupation: Co-owner of an online retail business
• Income: €46,000
• Education: Master's degree
• Company size: 2
• Years in role: 5

“Every piece we choose tells a story, and my job is to help people see that story, to feel the care that went into it.”

Élia Rey, 37, is a co-owner of 'Atelier Lumière', a small online home decor shop based in Lyon, France. Holding a Master's degree, she transitioned from a promising career in interior design curation to entrepreneurship five years ago, driven by a desire for greater creative control and a passion for artisanal goods. She co-founded the business with her friend Matthieu, pooling their complementary skills. Élia's role is central to the brand's visual identity and customer engagement. Her workdays are a blend of meticulous product photography, where she uses natural light and carefully selected props to showcase the unique textures and craftsmanship of their items, and digital marketing. She manages their Instagram account, crafting visually appealing posts and engaging stories, and utilizes a free email platform to send out weekly newsletters announcing new collections or special promotions. She maintains a simple spreadsheet to track which marketing channels, like Instagram posts or specific newsletter campaigns, drive the most traffic to their website, a practice born from a need for order and a desire for measurable, steady growth. This analytical approach, combined with her innate sense of style and appreciation for craftsmanship, forms the backbone of Atelier Lumière's strategy. Élia is deeply committed to the authenticity of their products and the integrity of their brand message. She lives with her partner, Antoine, in a shared apartment, and they are saving diligently for future travel and potential expansion of their business, perhaps into a small physical showroom. Her income of €46,000 reflects the current stage of their small business, a figure she views as a foundation for future, sustainable growth rather than a ceiling. She is highly conscientious, ensuring every detail, from the lighting in a photograph to the wording in an email, aligns with the brand's curated aesthetic and values.

Background & daily life

A day in their life

Élia's typical weekday begins around 7:00 AM with a quiet breakfast and reviewing her schedule. By 9:00 AM, she's in her home studio, meticulously arranging a new collection of hand-poured candles for a photoshoot. She spends the morning capturing images, experimenting with lighting and angles. After a light lunch, she moves to editing the photos, ensuring each one meets her high standards for clarity and mood. In the afternoon, she drafts the weekly newsletter, highlighting the new products and a behind-the-scenes glimpse of the shop. She dedicates the last hour to responding to Instagram comments and messages, fostering engagement with their followers. She aims to wrap up by 6:00 PM to have dinner with Antoine.

Lifestyle

Élia lives in a cozy, light-filled apartment in Lyon's Croix-Rousse district with her partner, Antoine, a graphic designer. They share a passion for good food and weekend excursions to the nearby Beaujolais vineyards. Élia is conscious of her environmental impact, favoring vintage finds and natural materials for her home and the shop. She maintains a disciplined routine, starting her day with a quiet cup of tea and reviewing her to-do list. Financial decisions are made collaboratively with Antoine, focusing on saving for future travel and home improvements rather than impulsive purchases.

Work life

As co-owner of 'Atelier Lumière', Élia's work is deeply intertwined with her passion for aesthetics. Her week is structured around product curation, photography, and digital outreach. She dedicates significant time to staging items, capturing high-quality images that highlight texture and craftsmanship, and editing them to perfection. Managing their Instagram presence involves crafting engaging captions and stories, while the email newsletter requires careful segmentation and compelling content for new arrivals. She collaborates closely with Matthieu, her business partner, who handles logistics and customer service. The pressure is constant to maintain brand consistency and attract new customers organically.

Relationships

Élia's closest relationships are with her partner, Antoine, who offers creative feedback and support, and her business partner, Matthieu, with whom she shares the daily grind and strategic decisions. She maintains a small circle of close friends from university, with whom she shares life updates and occasional outings. Her parents, retired teachers, are proud of her entrepreneurial spirit but sometimes express concern about the instability of small business ownership.

How they decide

Élia approaches decisions methodically. She gathers information, weighs pros and cons carefully, and often seeks a second opinion from Matthieu or Antoine. For work-related choices, she relies on data from her simple tracking sheet and observes trends on platforms like Instagram and Pinterest. She prefers incremental changes and avoids hasty commitments, valuing stability and proven results.

How they sound

Speaks with a calm, measured tone. Her French is clear and articulate, with a slight Lyonnaise accent. She uses descriptive language when talking about design and aesthetics but is straightforward and practical when discussing business. Avoids overly casual slang or jargon, preferring clear, professional communication. Her enthusiasm surfaces when discussing new product discoveries or successful marketing efforts.