The store opened in the middle of the nineteenth century in the old “hatter” quarter, where manufacturers of waistbands, ribbons and felt cloth had taken up residence to supply the hatters. The store specialized in selling these to the hat makers.
The 1920s saw the coming of several crises, and one of the least known was that of the hats! With the dying hatter’s trade, the store decided to expand its customer base by turning to the households, a growing and essential market. The store took the name Ultlramod, the name it still carries today….
Then the owner had a brilliant idea: he bought the stocks of many factories in the north of France devastated by bombs. These stocks were pure treasures: ribbons of old velvet, silk "peau d’ange” (angel skin), moires (silk with rippled, lustrous finish), felt made of rabbit hair, duchess satin shimmer, and so many others that the store at 3, rue Choiseul had to expand and take no. 4, just across the street, which became the warehouse.
Ultramod, with its wide collection of old ribbons and trimmings which had become rare, after new technology had given way to nylon and polyester, soon became the treasure chest of seamstresses. The store satisfied the demands for modern material but reserved the “antiques” for the specialists and the enthusiasts.
After the death of the "visionary” owner, his son and the “première vendeuse” (primary sales lady) who did not get along well, decided to separate ways. The “premiere vendeuse”, more concerned with ensuring the supply of zippers and nylons to the seamstresses took the shop at 4, rue de Choiseul and continued the “mercerie” (haberdashery/notions) activity. The son developed the trimmings for furnishings and high quality felts, supplying even the Court of England known the world over for their famous hats.
In 1993, when Jean -Francois Morin, the current owner, took over in the store in 4, rue de Choiseul, he discovered the treasures buried under the piles of polyester and nylon ribbons! He discovered the same treasures in 3, rue de Choiseul after buying the store soon after…
Then, to bring back to the brilliant idea of the founder, JF Morin decided to reunite the 2 stores and continue the search for that rare old stock where the quality of fabrication and the nobility of the material used can no longer be found in modern production.
He added new creations and offered a wide range of different products which can satisfy a demanding decorator, a local seamstress, a fussy designer, a Japanese tourist, a costume theatre designer, an American journalist….
So don’t hesitate and discover this “caverne d’Ali Baba”, a treasure trove enjoyed by the great couturiers, jewelers, antique dealers, and the specialists of fine things in Paris.