Golden House is a jewelry brand founded by The influencer Chloé Bleinc. Nestore allowed them to take their first steps in retail by transcribing the spirit of the brand and its founder in a physical place while having metrics as precise as on social networks. The appointment with its community is created at 5 Rue des Blancs-Manteaux.
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What concept should you propose to create a buzz and meet your virtual community?
Through an empathic approach, identification with Maison Dorée of customer expectations for this first pop-up store: marketing of its products, events and interaction with Chloebbbb. Detection of the location, participation in the layout and organization of the launch party for the press. Monitoring of key indicators to track down as part of an operation with an influencer.
White Coats
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How to create a fluid and personalized brand experience in line with the brand image of an influencer?
Adaptation of the concept & research based on the feedback from the first test. Implementation of the learnings in the second store. The main sticking point in the first concept was the customer journey. Our approach to respond to them: analysis of customer feedback, analysis of flows during the first pop-up and monitoring of international concepts. Result: an enriched customer experience, a better defined customer journey to manage volume at the point of sale.
Bachaumont
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“First of all, it was important for me to find a store that perfectly matched our brand image. Well placed, with space to be able to welcome my clients.But also, it is important to offer an activity to customers, and the piercing workshop seemed obvious to me.Nestore was a great help for us, and it is thanks to them that we found the perfect place!”
Chloé Bleinc, founder of Maison Dorée
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The brand organized its first pop-up store in March 2020. The young influencer Chloé Bleinc wanted to go into physics to formalize the launch of her Maison Dorée brand. It is in our Marais store at 5 rue des Blancs Manteaux that the very first Maison Dorée pop-up store was inaugurated. For 1 week, visitors and chloebbbb's Instagram community were able to meet her, buy her jewelry and get her ears pierced thanks to a piercing workshop. Result: almost an hour of queue during peak hours to get into the store.
The place is bigger and gives way to a well-defined customer journey in terms of the number of visitors. First of all, we have the Maison Dorée jewelry exhibition with furniture from the German furniture brand Westwing as well as a display cart, which is not unlike the Chanel trolley. At the back of the store, an “Instagrammable” corner with velvet sofa and neon where fans can take a souvenir photo. On the second floor, a tea room atmosphere with the Cookidiction brand, which has just launched its gourmet cookies. A great way to make customers wait before going to the piercing workshop. We note a very good organization in this ephemeral store inspired by the American store Glossier.
The brand was created in summer 2019 by beauty influencer Chloé Bleinc. With her YouTube channel and her Instagram account, which has more than 900k subscribers, @chloebbbb has embarked on entrepreneurship by creating her own jewelry brand Maison Dorée. Self-taught, the star of make-up tutorials, designs her jewelry based on pieces she notices in the US. Maison Dorée is jewelry, fine and sparkling, easy to wear and assemble. At the launch of her e-shop, mostly with cute and affordable earrings and piercings, The stock sold out in 20min.
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