A homophonic pun.

I love words, especially when people play with them. Here is the name of a shop I saw  while having a stroll by the seaside this afternoon.

You don’t have to know French to understand it! Just try to pronounce the word and you will find out.

P1100417

Did you get It? 

Effet mer  ( sea phenomenon or  the effect the sea has on you ). Apparently the shop sells books and has  sea-related exhibitions ( photos, paintings…)

Ephémère /e.fe.mɛʁ/ in French  (ephemeral in English)  😉