“In Aveyron, we keep objects from generation to generation…” Jaja broc, country flea market and meeting place

“In Aveyron, we keep objects from generation to generation…” Jaja broc, country flea market and meeting place
“In Aveyron, we keep objects from generation to generation…” Jaja broc, country flea market and meeting place

the essential
Jaja is the nickname of Guylaine Durand, a passionate second-hand dealer and decorator who presents her most beautiful china in her second-hand shop located in Rieupeyroux.

Born in , Guylaine Durand studied business in . In the Pink City, she discovered the world of entertainment and began doing dressing and costumes for the 6th art, the performing arts, and in particular for the Théâtre du Capitole. “My whole life revolves around that, it’s my kif,” she declares.

After many adventures, she launched, in February 2017, “a flea market decoration company, first traveling in the south of for two years, then sedentary in the premises of the former Moulinou automobile circuit, within the commune of Gramond, near Baraqueville. This lasted four years, at the end of which the elected officials of the Pays Ségali community of communes to which I rented the buildings did not want to follow me in my expansion project. »

“Staging objects to reveal their potential”

Disappointed but not discouraged, Guylaine Durand looked for large premises and found what she was looking for in April 2023 in the warehouses of the old Fraysse furniture, along the departmental road 911, in Rieupeyroux. On 300 m2, Jaja broc is “a country flea market, not a city antiques dealer”, which offers indoor and outdoor furniture, lighting, crockery, unusual objects, textile items, old hardware and haberdashery. . “The store is focused on decoration, with work on displaying objects to reveal their potential and give ideas and sources of inspiration to customers. All the items that are on sale have been cleaned, washed, treated, repainted… They are ready to use, underlines the hostess. I have accumulated quite a few things for over twenty years and I continue to collect objects in beautiful materials and/or which have character. »

When asked about vintage fashion, the younger generation's taste for old things, she believes that “there has always been an attachment to old things. In Aveyron, we keep objects from generation to generation. Of course, there are must-haves like demijohns, but people are looking for things that are unique, that you don't see on everyone and that have a soul. Young people like to renovate and customize the old; this gained momentum during confinement and this can certainly be explained by decoration shows on television and social networks like Pinterest and Instagram. It is perhaps also a way to save money because a library from Jaja Broc is half the price of a library from national brands.”

His store also regularly welcomes creators, organizes exhibition openings, photo shoots, music video shoots, show presentations, etc.

4th edition of Local Flâneries, Monday November 11 in Rieupeyroux

After two editions on the Moulinou site, which attracted around 700 people each time, this market of small local producers and artisans found its place in Rieupeyroux. “We have little support from politicians and tourist offices. We feel a little forgotten, so to make ourselves heard and show that we exist, we decided to create this meeting which brings together around fifteen local businesses. You can spend the day there, from 10 a.m. to 5 p.m., with food, drinks, music and entertainment, including a raffle with a prize offered by each exhibitor to be won. »

Local Flâneries have become an unmissable annual event and a flea market meal project is being built with a local restaurateur to offer a gourmet break in this charming place.

Jaja broc: 12 route de Rodez in Rieupeyroux / www.jajabroc.fr
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