Sometimes the economy writes stories that could hardly be more contradictory. Earlier this year, a pair of sunglasses worn by France’s President Emmanuel Macron attracted worldwide attention. At the World Economic Forum in Davos, he wore a model with striking bluish lenses that became a hot topic on social media within days. Especially a widely viewed video clip featuring his English “for sure” spread rapidly and turned the glasses into an unexpected fashion phenomenon.
For the French eyewear industry, this moment seemed like a gift from heaven. After all, the lenses of the sunglasses came from the traditional Jura region, which has been regarded as the heart of French eyewear manufacturing for generations. Behind the lenses was the company Dalloz Creations from Saint-Claude.
The people responsible at the time hoped for new attention to their craftsmanship. No wonder: worldwide media reported on the striking glasses of the French head of state. For a manufacturer of high-quality sunglass lenses, such a stage is usually priceless.
But between media fame and economic success often lies a deep chasm.
Only a few months after the international appearance in Davos, Dalloz Creations is insolvent. The Commercial Court of Lons-le-Saunier has ordered the judicial liquidation of the company. This marks the end of a traditional company that had been one of Europe’s respected specialists in high-quality sunglass lenses for decades. For the 29 employees, the decision means the loss of their jobs. At the same time, the business operations are up for sale.
Dalloz Creations was founded back in 1957. The company made a name for itself especially in processing polycarbonate and developed special procedures for color gradients and high-quality coatings, which were in particular demand in the luxury segment. In recent years, the company also focused on strengthening production in France, short supply chains, and more environmentally friendly manufacturing processes.
Despite these efforts, the economic situation worsened significantly. Revenue dropped noticeably within a few years. What initially appeared to be a difficult market phase gradually developed into an existential crisis. In the end, neither technical expertise nor high product quality was enough to stop the downward trend.
The case vividly demonstrates the pressure many French industrial companies face. Even firms with decades of experience struggle against global competitors who often can produce much more cheaply. On top of that come rising costs for energy, labor, and raw materials.
So what remains from the short-lived fame around Macron’s sunglasses is above all a bitter realization: attention alone does not pay the bills. Images from Davos went around the world, while the economic problems in Jura largely remained invisible. For Dalloz Creations, the international media hype was ultimately just a brief flare before reality caught up with the traditional manufacturer.
Author: Andreas M. Brucker