At the age of 25, Pierre Lawton established a company named Alias specialised in the sale of great growths. This firm became very successful. "I grew up in a very difficult atmosphere. Before, things were wonderful. We had everything. Now, we have nothing. I wanted to do something on my own and I believe I have been faithful to the spirit of the first Lawtons, who arrived from Cork in the 18th century". Pierre Lawton's success is always mentioned by the old guard to prove that decline is not inevitable. However, many cannot prevent themselves from disapproving of his upstart ways, his brashness, and his flashy Aston Martin. His membership in the Union Club is not enough to offset this.

Cf : the Express newsmagazine dated 22/6/2000 “ Bordeaux – le charme désuet de la Bourgeoisie ”