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TWO YEARS ago, Ines de la Fressange opened her bijoux shop on the Avenue Montaigne, the grandest shopping street in Paris, with backing from the French businessman Henri Racamier. She was the first of a new generation of retailer, to breathe life into the famous avenue of old couture houses, some of which in recent years have been looking worse for wear; their masters long since dead, their name kept alive by perfume concessions. Soon, other modern designer-retailers joined Ines: Jil Sander, Max Mara, and, this week, Joseph, who opens a tiny store at number 14 with a cafe attached. It will stock the same mixture of designer labels and Joseph Tricot as his Fulham Road shop, with a 'little corner' for shoes by Manolo Blahnik (above and right), who until now has not had a Paris outlet. Racamier, Joseph's new landlord, is, of course, delighted.