How AGATHA Paris leverages affiliate and influencer marketing to relaunch its brand, reach a new generation, and generate 10% of its e-commerce revenue with Affilae.
Interview with Léïna Haddou, Social Media & Influence Manager
Can you introduce AGATHA Paris and its current positioning?
AGATHA Paris is a brand founded in 1974 that celebrated its 50th anniversary in October 2024. It is a French high-fashion jewelry brand.
The brand’s positioning is built around making elegant, Parisian style accessible. This vision is strongly reflected in its communication. The idea is to dare, to remind people that you can never wear too much jewelry, and to express this through the brand’s messaging: daring, elegance, Parisian flair, and unapologetic boldness.
What truly sets AGATHA apart is that all jewelry pieces are hand-drawn by Amandine, our designer, who has been with the brand for over 20 years. Collections are imagined and designed in our Paris offices. Two main collections are created each year in Paris, with a rigorous supplier selection process, and a new collection is launched every month.
What were your marketing and business challenges when considering affiliate marketing?
AGATHA was acquired in 2021 by the THOM Group (Histoire d’Or, Marc Orian). Its affiliate marketing strategy was launched as part of a broader brand revival and repositioning effort. The main objective was to re-establish AGATHA as a trendy brand offering jewelry designed to last a lifetime.
While the brand addresses a wide range of customer profiles, affiliate and influencer marketing make it possible to reach a new generation. The goal is both to reconnect with long-standing customers and to attract younger audiences.
Why did you feel the need to create an affiliate program?
The affiliate program was created to reach new audiences, strengthen brand awareness, and increase the number of brand ambassadors representing AGATHA. This affiliate marketing strategy plays a key role in amplifying the brand’s voice through trusted creators and media partners.
What constraints or limitations did you identify upfront, and how did they influence partner selection?
Our main concern was the type of affiliate profiles we would work with, particularly given our premium brand image. Maintaining strong control over brand image and ensuring consistency in messaging were essential.
That is why we prioritized content creators capable of embodying AGATHA’s Parisian elegance and boldness. We also partnered with affinity media such as Marie Claire, as well as selected blogs, to ensure the affiliate marketing strategy remained aligned with the brand’s editorial environment and positioning.
How strategic is the use of Affilae in terms of productivity and competitiveness?
Affiliate marketing has had a significant impact on revenue, with around 10% of AGATHA’s e-commerce turnover generated through affiliation. Thanks to this affiliate marketing strategy, a creator publishes content about the brand every day, ensuring consistent visibility and daily brand presence.
Are you satisfied with the results?
Yes, we are. Like many affiliate programs, the launch required an adaptation period. We initially underestimated the human resources needed, but Affilae’s support—especially from Youssra—helped us quickly master the platform and structure the program effectively.
Today, we are fully autonomous while still benefiting from responsive support whenever needed.
What are the benefits of working with a platform like Affilae?
Affilae is a platform everyone talks about, including content creators. It is easy to use, enables international expansion, and allows brands to manage multiple affiliate programs. Its marketplace brings together a wide range of partners, making it a key driver of AGATHA’s affiliate marketing strategy.
Youssra (Customer Support Manager), is highly responsive and supports us daily in managing the platform.
Discover the AGATHA Paris Business Case
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