The story of Terraroma, lavender growers on the Valensole plateau
A family heritage in the heart of Provence
A Lineage Rooted in the Valensole Plateau
It all begins well before 1900, on the Valensole plateau.
The Jaubert family was already growing lavender and almond trees on this exceptional land, where the violet of the fields melts every summer into the blue of the sky. Not simply a place of work. A sense of belonging. An identity. A living heritage.
Over the decades, the seasons shaped their lives. The almond trees in bloom in winter. The intoxicating scent of lavender in July. The gold of honey at harvest time.
Each generation passed on to the next far more than land. A way of cultivating with exacting standards. A relationship with the living world. A conviction that quality is a form of respect.
1974 – Jean-Pierre Jaubert Takes Over
In 1974, Jean-Pierre Jaubert joins his father on the family farm.
He is in his twenties. With the energy of those who know exactly where they belong. And a deep conviction: this land deserves the very best.
Under his stewardship, the farm grows significantly. By 1982, he is cultivating 350 hectares of lavender, lavandin, durum wheat and rapeseed on the Valensole plateau.
But Jean-Pierre goes further still.
In 1993, he leaves the local cooperative and installs his own traditional distillery. A bold decision. Driven by a single demand: to have complete control over the quality and traceability of his lavender essential oil, from flower to bottle.
His method is ancestral. The flower is first carefully wilted before being distilled. This step — which few producers still take the time to respect — makes all the difference. It guarantees a rare, stable lavender essential oil that does not oxidise.
In 2000, he makes another powerful gesture. In tribute to his ancestors, he revives the cultivation of Provence almonds, which had almost disappeared from the territory. 5,000 almond trees are planted that year.
The almond tree is also a symbol of love for the Jaubert family. It was in the heart of an almond orchard in bloom that Pauline's grandparents first met.
By 2005, the orchard reaches 10,000 trees. By 2017, 20,000 — grown using sustainable farming practices, without glyphosate. The almond tree has reclaimed its place in the Provençal landscape.
2010 – Pauline Jaubert Founds Terraroma
Pauline grew up in the middle of all this.
Fields of lavender as far as the eye could see. The hum of the distillery. Her father's hands in the soil. The golden light of Valensole evenings.
This Provence is part of her. As natural as breathing.
In 2009, she takes responsibility for the farm's retail outlet. Then in 2010, she takes the leap: she founds Terraroma.
A farm shop to begin with. But already a clear vision: to make the treasures of the family estate shine far beyond the Valensole plateau. To share them with local residents and travellers from around the world.
Terraroma is built on two founding words. The land. The aromas. The land of Provence, generous and demanding. The aromas drawn from it with patience and expertise, generation after generation.
Pauline gradually enriches the house:
- Natural cosmetics crafted in Provence, made with at least 95% natural-origin ingredients — organised around the four seasons of Provence
- Lavender and lavandin essential oils distilled using the traditional method inherited from her father
- Provence almonds grown using agroecological practices on the family estate
- The lavender honey of Benoît Millet, her partner, a passionate beekeeper and advocate for animal welfare — certified Label Rouge and IGP Provence, analysed after each harvest by an independent certified laboratory
- A carefully curated selection of regional products, chosen from partners who share the same values
Three boutiques to discover the best of Provence
Terraroma shines today through three boutiques, each rooted in an iconic corner of Provence:
- Valensole — the heart. The original boutique, where it all began.
- Gréoux-les-Bains — a renowned thermal village, where the art of gentle living meets the art of care.
- Avignon — the city of the Popes, a gateway open to the world.
These spaces are far more than points of sale. They are places of encounter. Invitations to step into the Terraroma universe — to smell, to touch, to discover.
And for those who cannot yet make the journey to Provence — Terraroma ships worldwide via www.terraroma.fr.
A family story that continues to unfold
In August 2025, the story of Terraroma reaches a new milestone — perhaps its most intimate yet.
It all began with an encounter.
Quentin Vandevyver, owner of the Bastide du Calalou — a 4-star hotel nestled in the Gorges du Verdon — made the journey to Valensole to meet Pauline. Moved by the world of Terraroma, by what it stands for, he arrived with an idea and a sincere desire: to create together a place of wellbeing in the spirit of the brand.
Pauline was welcomed with open arms. By Quentin. By his entire family. With that rare warmth that speaks for itself.
From this encounter, something beautiful was born.
Together, they imagined Spa Terraroma. A sanctuary of serenity in Provence, where the riches of the house become rituals of care. Lavender, honey, almond, olive… Every moment celebrates the Provençal art of living and the pleasure of taking care of oneself.
At Spa Terraroma, every visit is an invitation to slow down. To find yourself again. In a gentle, soothing atmosphere, cradled by the scents of a Provence that Terraroma has been cultivating for generations.
Bastide du Calalou – 893 Route de Baudinard – 83630 Moissac-Bellevue
Terraroma Today — A Story That Continues
Since 2010, Terraroma has grown. True to itself.
Every product is the result of a deliberate choice. Quality over quantity. Traceability over convenience. The living over the standardised.
The values that guide the house are simple and profound: work, expertise, quality, passion. Those that Jean-Pierre passed on to Pauline. Those that Pauline passes on in turn, with every encounter, with every order sent.
It all begins well before 1900, on the Valensole plateau. More than a century later, this story is still alive. Richer. More radiant. More open than ever.
Terraroma is a family that grows, that passes on, that creates, that connects. A land that gives. Hands that work. Scents that travel all the way to you.
The Jaubert family invites you to discover their world — in boutique, on www.terraroma.fr with international delivery, or over a treatment at Spa Terraroma in the Gorges du Verdon.
Terraroma dans les médias
The work of the Jaubert family and the uniqueness of Terraroma have been recognized by major French media and renowned houses: TF1, Les Carnets de Julie, Silence, ça pousse !, La Carte aux Trésors, and Jacquemus have all highlighted the farm, its landscapes, and its products.
This recognition reflects Terraroma’s deep roots in Provençal identity and the acknowledged quality of its productions.
