Welcome to our first edition of “INSIDE:”, a monthly communication where we’ll pick a destination and provide you with some context, comparison and Nota Bene opinion.

Certain destinations speak particularly loudly to the UHNW traveller.

Long-time Saint-Tropez resident Brigitte Bardot recently referred to Pampelonne as having lost its soul. In some ways she may be correct.

What does the discerning world-class traveller generally think of when it comes to France?

There are beautiful hilltop towns and villages, rolling countryside, vineyards and gorgeous vistas. This is Provence.

You may think you’ve been there and done that, but in our opinion the Côte d’Azur can be a place of inexhaustible pleasures. As far as we’re concerned, its appeal endures, because when you do it the right way it’s a place that makes you feel good.

There’s a certain elegance about white flowers, especially white roses and hydrangeas set against topiary. Designer Jean Mus has created a beautiful new formal garden for Ritz Paris along one side of the gallery of boutiques. It is a triumph in urban landscape.

French fashion icon Coco Chanel once famously uttered: “I don’t care what you think about me – I don’t think about you at all.” In that one succinct phrase, she encapsulated the essence of that infamous French insouciance which – whether admired or despised – has become the country’s calling card the world over.