From crochet passion to a world-renowned toy brand.

Faustine learned to crochet with her friend Paulina Leonor. Initially a simple hobby, alongside her studies at the Beaux-Arts de Paris, she was quickly captivated by the passion for crochet.

✨ A BIG thank you to Paulina, without whom MYUM would probably never have seen the light of day... and then, the world would have been very sad!

A student at the Beaux-Arts de Paris, Faustine received a scholarship to continue her studies at the National University of Fine Arts, Tokyo Geidai. And so, off she went to Japan! 🇯🇵

While there, she discovered amigurumi and developed a passion for the Japanese kawaii universe. She then started crocheting all sorts of fruits and vegetables — carrots, radishes, strawberries, eggplants… — to which she added eyes and a little tongue-poking mouth. Even more kawaii!

The Veggy Toys were born! 🥕🍓🍆 Funny crocheted plush toys with mischievous little faces.

Back in Paris to complete her final diploma… and surprise! Her creations are spotted on Instagram thanks to her friend Virginie Muys.

Colette, the legendary boutique on Rue Saint-Honoré, falls for her creations and places MYUM’s very first order.

Faustine then spends an entire summer crocheting like crazy to deliver this first order: about fifty toys. 🥕✨
The MYUM adventure begins!

Orders quickly piled up. But crochet is a time-consuming technique: a single carrot requires nearly 2 hours of work! 🥕⏱️ Faustine soon couldn't do everything by herself.

With the help of her brother Pierre, she created MYUM SAS, launched her first website, and started looking for a manufacturing workshop.

MYUM began to grow. 🚀

After a few setbacks, Faustine and Pierre meet Jenny and Lin. Together, they structure the production: a team is formed, cotton suppliers and transporters are found.

Faustine handles creation, raw materials, and distribution from Paris.

Lin gathers and trains a team of women with nimble fingers, distributes tasks, and ensures quality.

Jenny liaises between Faustine and the workshop and manages procurement, transport, and all production logistics.

A close-knit team is taking shape… 🧶✨

The workshop is located in the south of China, in the countryside. It is exclusively made up of women: 30 craftswomen who work freely and perpetuate the tradition of crochet. 🧶

We are proud to have been working together for over 10 years and to show that it is possible to create quality objects, with respect for Nature and the women and men who make them in China. 🌿

Yes, it is possible to produce ethically in China. 🌿

We make old-fashioned toys, but we can't do without new technologies! 💻

In its first year, MYUM launched its website, with the invaluable help of Georges Chaulet and Bastien Sozeau. Since that first Prestashop, the site has evolved considerably, as you can see! 😅

And behind a functioning website, there's a lot of work: SEO, B2B, backlinks, referencing, optimization... In short, digital is also a profession!

A must-attend event to meet resellers, MYUM exhibited for the first time at Playtime Paris in 2013.

Building on this first experience, MYUM tried again and entered the big leagues with Maison&Objet. More than 20 editions followed, with two participations per year, as well as a string of other international trade fairs: Spielwarenmesse in Nuremberg, Kind + Jugend in Cologne, Museum Connections in Paris…

In 2018, it became impossible to continue preparing each package ourselves: too much stock, too time-consuming... and MYUM finally reached a volume of orders that allowed us to absorb the cost of storage. 📦

After two failures, we finally found the right logistics partner, in the South-West, in Bordeaux.

Since then, if you order from MYUM, there's a good chance your package will ship from there! 🚚

After a first aborted attempt due to Covid, MYUM is finally setting up shop in New York and exhibiting at Shoppe Object in January 2023.

A first successful experience: Veggy Toys are now at MoMA and DFS in airports worldwide! 🥕🥦✈️

America was not chosen by chance. 🇺🇸

Faustine, the creator of MYUM, met her significant other there, Régis Krampf, a French-American gallerist and collector. She decided to join him, and in her luggage, she brought MYUM and its little crochet toys. 🧳✨

In 2024, MYUM reached a new milestone in the United States with the signing of a representation contract with the Keena agency, followed by Harper. Nearly 30 sales agents are now traveling across the United States, MYUM samples in hand, to meet with retailers and independent boutiques. 🧳🇺🇸

After a decade of waiting, MYUM is finally making its debut at Le Bon Marché! 🇫🇷✨One of Paris's most iconic, fashionable, and luxurious department stores.
A dream come true after 10 years of creation, passion, and perseverance.

Customs duties really gave us a scare! 🔥 We had to react quickly: we are opening our first logistics warehouse in Pennsylvania to continue developing MYUM in the United States.

A new milestone for MYUM across the Atlantic! 🚀

Setting up in the USA is a real challenge and requires a lot of investment: creating a subsidiary, visa, ASTM testing, production dedicated to the American market, not to mention the new trade shows in Las Vegas and Atlanta.

A big leap into the unknown, but above all, a new breath of fresh air for MYUM. And that feels good! 🇺🇸🚀