Maison Dorée is a jewellery brand founded by influencer Chloé Bleinc.
Nestore enabled them to take their first steps in retail by transcribing the spirit of the brand and its founder into a physical location, with metrics as accurate as those on social networks. We then supported them through the next stages, optimising the concept based on the initial lessons learned.
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What concept should you come up with to create buzz and reach out to your virtual community?
Through an empathy approach, identification with Maison Dorée of customer expectations for this first pop-up store: marketing of its products, events and interaction with Chloebbbb. Identifying the location, helping to fit it out and organising the launch party for the press. Monitoring the key indicators to be tracked as part of an operation with an influencer.
How do you create a fluid, personalised brand experience that is consistent with an influencer's brand image?
Adaptation of the concept & research based on feedback from the first test. Implementation of the learnings in the second shop. The main sticking point in the first concept was the customer journey. Our response: analysis of customer feedback, analysis of flows during the first pop-up and monitoring of international concepts. The result was an enhanced customer experience and a better-defined customer pathway for managing volume at the point of sale.
Bachaumont
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"Tout d’abord, il était important pour moi de trouver une boutique qui correspondait parfaitement à notre image de marque. Bien placée, avec de l’espace pour pouvoir accueillir mes clientes.Mais aussi, il est important d’offrir une activité aux clientes, et l’atelier piercing me paraissait évident.Nestore a été d’une grande aide pour nous, et c’est grâce à eux que nous avons trouvé le local parfait !"
Chloé Bleinc, founder at Maison Dorée
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The brand held its first pop-up store in March 2020. Young influencer Chloé Bleinc wanted to launch a physical store to make the launch of her Maison Dorée brand official. The very first Maison Dorée pop-up store was inaugurated in our Marais boutique at 5 rue des Blancs Manteaux. For 1 week, visitors and chloebbbb's Instagram community were able to meet her, buy her jewellery and have their ears pierced thanks to a piercing workshop. The result: a queue of almost 1 hour during rush hour to get into the shop.
The space is larger, with a well-defined customer pathway in view of the number of visitors. First, there's the Maison Dorée jewellery display, with furniture from the German furniture brand Westwing, and a display trolley reminiscent of the Chanel trolley. At the back of the boutique, an 'instagrammable' corner with a velvet sofa and neon lights where fans can take a souvenir photo. On the second floor, there's a tea room atmosphere with the Cookidiction brand, which has just launched its gourmet cookies. A great way to keep customers waiting before going to the piercing workshop. The ephemeral boutique, inspired by the American boutique Glossier, was very well organised.
The brand was created in summer 2019 by beauty influencer Chloé Bleinc. With her YouTube channel and Instagram account, which boasts over 900k subscribers, @chloebbbb has ventured into entrepreneurship by creating her own Maison Dorée jewellery brand. A self-taught artist, the star of make-up tutorials designs her jewellery with inspiration from pieces she spots in the US. Maison Dorée is fine, sparkling jewellery that's easy to wear and assemble. When she launched her e-shop, which mainly featured cute and affordable earrings and piercings, stock sold out in 20 minutes.
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