Madame Noël was soon joined by her son, Edouard-Louis Noël, who became a shop assistant, demonstrator and representative all rolled into one. In 1907, the young man married Jeanne Boulet, a seamstress employed by his mother. It was their union that would produce the celebrated "Noël style". Noël business specialized definitively in hand embroidery, creating a style reminiscent of the 18th century. Edouard-Louis Noël revived the net lace and invented the famous "Noël lockstitch". Meanwhile, his wife Jeanne proved an exceptional creative talent, designing and producing countless motifs. It was at this time that the first of the company's 13,000 designs took shape.

	The company’s golden age came in the 1920s and 1930s. Noël moved to rue La Boetie and opened outlets in many of the smartest resorts, including Deauville, Trouville, Dinard, Cannes and Biarritz. No society hostess would be without her Noël table linen, which was also a feature of the dinners given at the Elysee Palace or Versailles by the French President. In New York, Helena Rubinstein and Mrs. Henry Ford put the finishing touch to their receptions with Noël's admirable tablecloths. When Edouard Noël died in 1946, his wife continued his work with the help of the couplets two daughters. Elegant hostesses the world over still flocked to Noël, and the company embroidered the cradle linen for Prince Charles of England. Following the death of Madame Noël, Noël changed hands in the 1980s, and the business moved to Avenue Montaigne.

	In 1992, a new team acquired and ran the company, while remaining true to its tradition of quality and exclusivity. The one and only Noël boutique now established on place d'Iena is the ambassador for a name which, in the world of luxury, is synonymous with the finest embroidery.

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