Maison Royal & Paw is the luxury house of Royal & Paw. Inside it, each craft has a named house: Atelier Pelisse for couture, Signature N°1 for rituals, Cercle Doré for Le Cercle, and Félinité, Sieste Dorée and Passage Privé to come. The house says couture, never haute couture, and Royal names a mark, not a connection.
The house
Maison. French for house, and the word the great fashion and perfume houses use for themselves. Maison Royal & Paw is the luxury house of the Royal & Paw brand: this website, the rituals, the couture and the club, under one standard.
Royal & Paw. The parent brand, registered in the United Kingdom in 2022 as a trade mark whose crown has five points shaped as a paw's toes. "Royal" belongs to the mark and to the idea that an animal is treated as the most important member of the household. It implies no royal warrant, patronage or connection with any royal or ruling family, and the house says so on every page.
Comfort is couture. The charter, in three words. A piece that restricts movement is not luxury; a scent a cat cannot lick is not luxury. The eight commitments.
The houses within
Atelier Pelisse. The couture house. An atelier is a workshop where things are made by hand; a pelisse is a long, lined cloak, historically trimmed in fur. The name promises hand-finishing and warmth, and pieces fitted to the animal rather than the photograph.
Signature N°1. The first collection of rituals, and the house for all rituals to come. "N°1" because it is the Maison's first signature and because the scent is one across all three bottles.
Cercle Doré. The gilded circle: the house of Le Cercle, the private client club.
Sieste Dorée. The gilded nap: the house for beds, cushions, throws and the home. In development.
Félinité. A word made for the house, from félin, feline: the house devoted to cats, whose door Perle keeps. In development.
Passage Privé. A private passage: the house for travel and relocation with a companion, between London and Dubai and beyond. In preparation.
Royal & Paw Approved. Not a house but a seal, for hotels, residences and services verified as welcoming dogs and cats with genuine care. Verification is never paid for.
The rituals
Ritual. The Maison's word for a grooming product, chosen because the point is the few minutes of attention, not the bottle. Rituals are cosmetic care, never medicine.
Eau de Pelisse. "Water of the pelisse": the Maison's alcohol-free coat parfum, its signature, carried in water rather than alcohol and smoothed on by hand once a week at most.
Bain de Lait. "Milk bath": the conditioning shampoo, made with fermented oat milk and no ingredient of animal origin.
Écume de Soie. "Silk foam": the waterless cleansing mousse for the days between baths, and the only cleansing most cats will accept.
Mayfair to Marina. The house scent, named for the two addresses it must suit: a Mayfair breakfast and a Dubai Marina terrace. Soft musk, white tea, fig leaf, a trace of a modern oud accord; aroma molecules only, no essential oils.
The circle
Le Cercle. The private client club. Three circles: Membre, open to all; Privé, with a named stylist and limited places; Cercle Royal, by invitation. Privileges in place of discounts, which the Maison never offers.
Concierge. A person, not a queue. The one word the Maison uses for everyone who answers on its behalf.
Founding list, founding place. The people who register before a house opens. They are served first and keep the founding price for as long as they stay. No payment is taken to join a list.
The ambassadors
Merlo. A cavapoo, the founder's own companion, the face of Petdentist® since puppyhood and the ambassador of the Maison. A real dog; his portrait's crown and robe are digital artwork over a photograph.
Perle. French for pearl: the Maison's feline, a silver-shaded character created for the house. Digital artwork; no cat was photographed.
Two words the Maison does not use
Haute couture. In France the term is a legally protected appellation, and only houses on a list drawn up each year by a commission under the French Ministry of Industry, on the proposal of the Fédération de la Haute Couture et de la Mode, may use it. The Maison is not one of them and does not pretend to be. It says couture, which describes exactly what the atelier does: pieces made and fitted by hand.
Royal, in the other sense. The Maison holds no royal warrant and no royal patronage, and neither its name nor its crown is shown with arms, cyphers or supporters. Where the word appears, it names the mark.
Sources: the Maison's brand and naming notes; the Fédération de la Haute Couture et de la Mode on the protected appellation "haute couture"; UK Intellectual Property Office record for trade mark UK00003606321.