Fine jewelry — France & EU
Maison Lueur — luxury that scales without discounting.
A Parisian jewelry house convinced — like most of the sector — that performance marketing meant discounting, and discounting meant death. Six months later, paid social is the house's largest channel and the price list never moved.
| Campaign | Spend | ROAS | CPA | Orders |
|---|---|---|---|---|
| Prospection — Large FR | €24,600 | 5.4x | €41.20 | 1,213 |
| Prospection — Cadeaux (gifting) | €14,200 | 6.8x | €36.10 | 1,067 |
| Retargeting — 30j engagés | €9,800 | 9.6x | €22.40 | 1,401 |
| Advantage+ — Best sellers | €11,300 | 6.2x | €33.70 | 984 |
| Search — Marque | €4,100 | 11.4x | €12.90 | 706 |
| Month 6 total | €64,000 | 6.1x | €31.80 | 5,371 |
Before Orvalis
- Paid social treated as a threat to the brand
- Campaigns paused every time a promo ended
- AOV flat — single-piece purchases dominated
- Zero structured gifting strategy in a gifting category
After the engagement
- Paid social is the house's largest revenue channel
- Always-on structure — no promo dependency, ever
- +38% AOV via tiered gifting bundles
- Occasion calendar drives creative twelve months a year
The problem
Luxury brands don't fear Meta because it doesn't work — they fear it because most agencies make it work the vulgar way: red banners, countdown timers, minus-30-percent. One season of that and a decade of positioning is gone. Maison Lueur needed volume without a single euro of discount.
What we did
We built the account around occasions instead of promotions. Jewelry is bought for moments — anniversaries, births, apologies, self-rewards — so the creative program told those stories in the house's own visual language, and the offer architecture lifted value through gifting bundles rather than price cuts. Retargeting was rebuilt to respect consideration windows measured in weeks, not the 3-day windows fast fashion uses.
What happened
ROAS climbed every single month for six months — 3.8x to 6.1x — while spend doubled. The house's price architecture never moved, repeat purchase reached 31%, and the gifting calendar now gives the account twelve months of creative it can plan against.
Ils ont compris la maison avant de comprendre le compte. Everything scaled — nothing cheapened.
Claire D., directrice — Maison LueurNext step
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