Accelerating brand repositioning and acquisition through affiliate and influence performance with Affilae

How do you bring new momentum to an iconic Parisian jewelry brand?

Founded in 1974, AGATHA Paris is an iconic French fashion jewelry brand. Known for its elegant, bold, and distinctly Parisian style, AGATHA stands by an unapologetic vision: dare to wear jewelry, never do too little, and make Parisian allure accessible to all.

Acquired in 2021 by the THOM Group, the brand entered a new strategic phase aimed at revitalizing its image, strengthening its desirability, and winning over a new generation of customers — while reconnecting with its loyal clientele. In this context, affiliate and influence performance emerged as key channels for awareness and acquisition.

The challenge

• Reposition AGATHA as a trendy, sustainable, and desirable brand
• Attract a younger audience without losing its premium DNA
• Win back loyal customers
• Increase brand visibility and e-commerce revenue
• Address concerns around brand image control in the influence space
• Maintain premium positioning through rigorous partner selection
• Overcome underestimated staffing needs at program launch

The strategy

• Selecting content creators aligned with AGATHA’s elegant and Parisian universe
• Daily publications showcasing jewelry in inspiring looks
• New content made possible through generous product gifting, tailored to each creator’s art direction
• Progressive program rollout, with increasing human and strategic investment
• Leveraging the Affilae platform to manage, track, and structure performance in France — and prepare international expansion (Belgium, Switzerland, Germany, UK, Netherlands, Portugal, Italy, Luxembourg)

The resources

Channels tested:

• Affiliate driven by influence performance
• Content creators as primary brand ambassadors
• Affinity media (e.g. women’s press, such as Marie Claire)
• Fashion & lifestyle blogs to strengthen storytelling and desirability