Inside Bode Paris: A Fly-Fishing Salon in the Heart of the City.

When Emily Adams Bode Aujla opened the doors to her Paris flagship in March 2025, it marked more than just a new location. It was a considered expansion, one that brought the brand’s slower pace and layered storytelling to the streets of the 1st arrondissement.

Located on Rue de Valois, just steps from the Ministry of Culture and the Palais-Royal, Bode’s first European store is shaped by a blend of Americana and French restraint. But perhaps most unexpectedly, it draws inspiration from the world of fly-fishing.

This narrative thread stems from a discovery made in Emily and Aaron Aujla’s Connecticut home, where they learned a 1930s dry-fly illustrator had once lived. From there, figures like Charles Ritz, son of the famed hotelier and a prominent fly-fishing expert, shaped the vision for the store. The result is a space that feels more like an old tackle shop or salon than a conventional boutique.

The walls are finished in trompe-l'œil woodgrain. Vintage rods and carved trout mounts double as fixtures. A dog bed from the couple’s home sits beneath racks made to resemble bamboo casting poles. The scent, developed by Officine Universelle Buly, blends cedar and bergamot to ground the space in something both French and familiar.

Rather than drawing attention, the store invites you to take it in slowly. It’s not pushing product, it’s encouraging presence.