Charm on a string thousands of Polish women are crazy about. Learn how to build jewelry brand from Lilou
What comes to your mind when I say „Lilou”? I can tell you that Lilou is a French girl’s name which charmed Magdalena Mousson-Lestang, the creator of the concept, to that extent that she decided to call that her brand. All in all, it is a company she loves so much and devotes so much attention to it as if it was her fourth child. (Magdalena has three sons). But I have in mind a golden heart on a red string. And you know what? I know well what is engraved on it, because I have already subconsciously personalized my trinket…
– It started with a passion and creating jewelry with personal engraving for the loved ones. Then friends of my friends started coming to me, because each of them wanted to have their unique talisman – says Mrs. Magdalena..
It wasn’t just a short frenzy. Lilou took off! It was almost a decade ago, but such state still hasn’t changed…
Collect the moments. About bonds with your clients.
Today, Dear Magpie, I will tell you about (for me) absolute sales phenomenon in jewelry segment. On the example of Polish brand Lilou you will learn how to build a strong brand, which is not only insta-friendly (gets many likes and we are not talking about those from family and friends in the business), but also has a whole bunch of loyal fans who occupy the boutiques like crazy.
Can you believe that there are almost 30 of them in Poland? Before the most popular holidays, that is Christmas, St. Valentine’s Day, Mother’s Day or personal celebrations, like child’s birth, anniversary or even a holiday keepsake the long and thriving queues form in front of the boutique resembling the cult Snake from the old mobile phones game.
During our trip to Paris we also visited Lilou at the prestigious 145 Boulevard St-Germain. Other two foreign boutiques are in Germany – in Düsseldorf and Cologne. French and German women appreciate Lilou for the very same thing as Polish women fell in love with, that is its style and the possibility to personalize jewelry with own engraving thanks to which they gather and keep beautiful moments.
And just like ”Magpies from Poland” they are eagerly picking the colorful strings and chains to express themselves and adjust them to various outfits. I learned that the most frequent engravings for the clients are “I love you”, “With love”, “Forever”, and “4 luck”.
Engraving is not easy!
Quite recently I visited the boutique in Poznan on Wroclawska Street to see the new collections and experience on my own skin that engraving (event though one’s hand writing is nice) is not that easy!
You have to know that if making engravings for Lilou is your dream, you have to be prepared for months of intensive practice (even to the point of muscle fatigue in your hand). There are even stories that Lilou engravers practice so hard, that their whole tableware is written on and many of them have fantastic personalized cutlery. Because great staff is the key! And all of this is done to be able to do wonderful calligraphy for Lilou “wearers”.
Buzz around Lilou!
The brand must create buzz, so the company made sure it is created by the celebrities who wear Lilou. The loyal fans include e.g. tennis player Agnieszka Radwańska, actresses: Małgorzata Kożuchowska, Katarzyna Zielińska, Anna Dereszowska, Olga Kalicka, Anna Czartoryska-Niemczycka, models Joanna Krupa and Anna Jagodzińska, singer Doda oraz TV personality Małgorzata Rozenek-Majdan, as well as German TV star Emilia Schule, who was wearing Lilou jewelry on Golden Kamera Awards in Hamburg, or Sibel Kekilli, actress known i.e. from “Game of Thrones” was sporting Lilou during of Berlin Film Festival.
But that’s not all…During opening Poznania in Poznan (one of the largest shopping and lifestyle centers) the invited star, American actress Eva Longoria while greeting the Lilou owner noticed Caroline bracelet on her wrist and was so charmed by it that she immediately ordered her own engraved piece. Now she is a happy owner of a bracelet with “Sky is the limit” motto engraved on it.
It is worth remembering that stars are also people and they too have their private lives – apart from events and coping with haters on gossip pages. They too – like thousands of Polish women – fell in love with Lilou. During the day they wear sentimental charms and for the evening party they choose something more expensive. But you can read more here: <link> about what the celebrities say about Lilou.
New design and struggle with competition.
When you are a large and recognized brand, make sure every client is satisfied. Clover, medallion, heart. These are the first and at the same time the most popular designs everyone knows and associates with Lilou. Can you believe that at the moment it is over 500 designs created on the basis of own original projects true to the brand’s philosophy?
Every month several new projects appear and the jewelry is made of various materials (gold, silver, cultured pearls). Luckily, the brand is ready to fight the competition – all of the designs are registered at the Patent Office. This way they dominate the market and all forgery attempts have failed.
Something more than just a trinket…
The brand needs to be something more than just a trinket. Do you know that from the beginning Lilou’s philosophy includes social responsibility and helping people in need? They cooperate with the Beautiful Angels Association and together they have completed 19 successful house and room renovations for children from families living in poverty, without their own place, bed or desk! They also cooperate with DKMS Poland Foundation to whom Lilou gave almost 700 thousand PLN for potential bone marrow donors testing. The brand has supported and participated in the annual DKMS Gala in New York, during which they managed to collect 4,000,000 USD.
Almost like Owsiak of jewelry. I am amazed, and you, Magpie?
About Lilou’s success.
Before I sum up my lengthy story I will also tell you something about the latest collection you can still get in Lilou before St. Valentine’s Day craze starts.
Subtle gold plated bracelets and rings from Eternity collection (with infinity symbol standing for love and strong bond!) and large circular earrings we personalized with charms in various shapes, thanks to which they are of shoulder-length and look like from the biggest fashion shows. Interested? In a moment you’ll see our session and of course you’ll get the links to all of the products.
The brand’s success is based not only on innovative idea and consequence in creating the image, but also individual approach to each client, getting to know them, establishing contact and unique bond. It is very important for Lilou. In each boutique there is an atelier – a workshop where jewelry is engraved and configured according to the client’s wish. Counsellors in boutiques help and let you create own personal compositions. The possibility of having own engraving done immediately and on the spot allows the client to leave the boutique with unique jewelry.
Because satisfied clients is the best form of promotion!
Eternity gold plated ring / Eternity silver ring
Eternity gold plated bracelet / Eternity silver bracelet
Eternity 5 cm gold plated earring / Eternity 5 cm silver earring
