What is Fertile Decoration?
When "fertile decoration" naturally took root
The harmony of design and comfort
She asked me, “What’s your line of work?” I answered, “I’m a tree.” People often talk about Swiss Army knives to describe versatility, but for me, it’s the tree that came spontaneously. A tree that grows, branches out, and produces. Carpenter in the morning, seamstress in the afternoon, buyer, seller, shipper, writer… or just a reader when the day ends. A tree that plants magic beans and talks about fertile decoration.
This metaphor didn’t come by chance. It reflects exactly what Aricomagic has become: a brand that grows naturally, nourished by multiple skills, with roots plunging deep into a conviction: that our homes deserve better than the accumulation of soulless objects.
A concept that germinated over time
The words “fertile decoration” attached themselves to Aricomagic in 2021, almost four years after purchasing the domain name. Four years of searching, fumbling, wondering what this brand should embody. And then came the samoussin, this book-holding cushion born from a scrap of Madura curtain fabric, whose triangular shape evoked a samosa. People liked it. It was beautiful, it was useful, we wanted to keep it.
That’s when everything crystallized. “Fertile decoration” isn’t a marketing slogan found after hours of brainstorming. It’s an obvious truth that imposed itself, like a seed that finally germinates after waiting for the right conditions. Because that was exactly it: creating objects that help our interiors grow instead of cluttering them.
At Aricomagic, we’ve chosen to cultivate a different approach to interior design. Fertile decoration is our manifesto for objects that truly enrich our lives. In a world where you can buy anything for next to nothing and receive it the next day, we defend another vision: objects we truly choose, keep for a long time, tell stories about, and perhaps pass down. It’s our response to fast-decoration that tires our eyes, clutters our closets, and doesn’t make us any happier.
The three roots of fertile decoration
A fertile decoration object is one we choose to keep, pass down, and tell stories about.
Three pillars support our vision, like the roots of a tree drawing strength from different layers of soil. Separately, they’re not enough. Together, they create something solid and alive.
The Useful: when function elevates form
No gadgets here. No objects that end up at the back of a closet three months after purchase because we finally wonder what they’re for. A fertile decoration object addresses a real need, truly improves your daily life. The samoussin, for example, holds your book for you. Those of you who have read lying down for an hour holding a 500-gram tome above your head know exactly what we’re talking about (hello, neck pain). Similarly, our coudoussin addresses a concrete problem: relieving wrists and forearms when spending hours at a keyboard. The object doesn’t exist to decorate while waiting to find its purpose: it’s useful AND decorative.
The Beautiful: aesthetics that move us
Because utility isn’t enough. We spend our lives surrounded by objects, so they might as well truly please us. Careful design, noble materials, carefully chosen textiles… Beauty isn’t superfluous, it’s what makes us want to keep the object in view, what keeps us from hiding it. That’s also why we offer varied collections: everyone should be able to find THEIR samoussin, the one whose colors or pattern resonate with their personality, their home, their story. And then there’s this literary dimension: each samoussin bears the name of an author who inspires us. Choosing the Sand, Hugo, or Fitzgerald samoussin is also choosing a universe, a sensibility, a connection with the literary heritage that touches us. Aesthetic emotion isn’t a luxury, it’s what transforms a useful object into a beloved one.
The Durable: tomorrow’s heritage
And then there’s this question of time. How long will we keep this object? Will it age well, or will it degrade quickly and end up discarded? At Aricomagic, we’ve chosen craftsmanship and small series production. This seems reasonable to us. Reasonable in relation to our ecological convictions, reasonable in relation to our production capacity, reasonable also because we prefer to take the time to do things well rather than produce quickly and abundantly. Our triangles are removable, you can change the fabric, evolve your decoration without repurchasing the entire product. This is our vision of durability: not just the quality of materials, but also the possibility to transform, adapt, and keep for a long time.
Our production choices: coherent all the way
Fertile decoration only exists if we truly practice it. Beautiful speeches about sustainability are worthless if, behind them, we manufacture like everyone else. So yes, our production choices impact our prices. But above all, they impact our coherence.
Traced and responsible sourcing
All our haberdashery comes from Gravier, in Draguignan. Threads, zippers, elastics, buttons… everything that makes up our cushions is purchased locally. For fabrics, we work with European suppliers who respect current standards. It’s possible that some textiles were imported from elsewhere, but not by us: we always go through a local actor who ensures compliance with European regulations. Our recycled anti-dust-mite filling comes from Arthur France Coussin, just like the memory foam in our coudoussins which is produced in Auvergne. Nothing comes directly from a distant country without control. Is it more constraining? Yes. More expensive? Also. But it’s consistent with what we defend.
Assembly in our French workshop
Our samoussins are assembled in our workshop, in Var. We remain human-sized, we maintain control over what we do, we can adjust, improve, personalize. It takes time, it takes energy, but it’s also what makes the difference.
Direct sales: a committed choice
We don’t go through distributors. Why? Because a distributor takes a margin, generally around 50% of the recommended retail price. Few people know this, but it’s the reality of the traditional distribution circuit. This isn’t a criticism: salaries, premises, all the logistics must be paid… But it’s not the choice we want to make for our customers.
If it were Temu or Shein, our products would cost around thirty euros. If it were Hermès, we’d be talking about several thousand. We’ve chosen a balance: between quality raw materials, artisanal craftsmanship, careful shipping, necessary marketing investment to make ourselves known, and a margin that seems honest to us and to you.
Selling directly also means investing much more in communication, in content creation, in this magazine you’re reading. It’s a choice that requires time and energy, but it allows us to keep our prices consistent while maintaining our level of excellence. And above all, it creates a direct connection with you. We see clearly that for some of our customers, purchasing a samoussin represents a small savings, a thoughtful purchase. That’s exactly what’s interesting: truly wanting something, wanting to keep it, choosing carefully.
At aricomagic, we cultivate much more than objects: we sow stories. Each samoussin bears the name of an author who marked our literary heritage, from George Sand to Madame de Lafayette. Our “Living Like” collections invite you to dive into these writers’ universes, to draw inspiration from their way of life to create your own interior. Fertile decoration is also taking the time to tell stories, to transmit, to create an environment that nourishes both your comfort and your imagination. A tree that grows slowly produces more flavorful fruit.
Sophie LANGER
la revue
Objets de désir, rencontres, matières ou comment faire pousser un aricomagic !
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