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.
| Campagne | Dépenses | ROAS | CPA | Commandes |
|---|---|---|---|---|
| Meta — Prospection · Large FR | €24,600 | 5.00x | €44.81 | 549 |
| Meta — Prospection · Cadeaux | €14,200 | 6.40x | €34.98 | 406 |
| Meta — Retargeting · 30j engagés | €9,800 | 9.10x | €24.62 | 398 |
| Meta — Advantage+ · Best sellers | €11,300 | 3.60x | €62.09 | 182 |
| Google — Recherche · Marque | €4,100 | 11.40x | €19.62 | 209 |
| Total mois 6 | €64,000 | 6.10x | €36.70 | 1,744 |
The working view
Six months in, no discount ever run.
The account is in French because the client is. Month six, €64,000 of spend, €390,000 of revenue — and not one promotional euro in the period.
| Campaign | Delivery | Budget | Achats | Reach | Impressions | Cost per result | Amount spent | Purchase ROAS |
|---|---|---|---|---|---|---|---|---|
ML · Prospection — Large FR Ventes · Audience large · FR | ActifSales | €820/jour | 549 | 1,104,822 | 3,482,910 | €44.81 | €24,600 | 5.00 |
ML · Prospection — Cadeaux (gifting) Ventes · Large · FR/BE/CH | ActifSales | €474/jour | 406 | 718,440 | 2,104,662 | €34.98 | €14,200 | 6.40 |
ML · Retargeting — 30j engagés Ventes · Audience personnalisée | ActifSales | €327/jour | 398 | 104,280 | 1,208,440 | €24.62 | €9,800 | 9.10 |
ML · Advantage+ — Best sellers Ventes · Advantage+ Shopping | Diffusion limitéeSales | €377/jour | 182 | 482,116 | 1,014,228 | €62.09 | €11,300 | 3.60 |
| Résultats de 4 campagnes | €1,998/jour | 1,535 | 2,108,644 | 7,810,240 | €39.02 | €59,900 | 5.86 |
Meta Ads Manager — mois 6€59,900 of Meta spend at 5.86x. Advantage+ sits in “Diffusion limitée” by design — it is fed deliberately, not aggressively.
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| Campaign | Status | Budget | Impr. | Clicks | CTR | Avg. CPC | Cost | Conv. | Cost / conv. | Conv. value / cost |
|---|---|---|---|---|---|---|---|---|---|---|
| Lueur — Recherche · Marque Recherche · CPC manuel | Éligible | €95/jour | 31,204 | 5,918 | 18.96% | $0.55 | €3,260 | 168 | €19.40 | 11.90 |
| Lueur — Recherche · Bijoux or 18k Recherche · tCPA €22 | Limité par le budget | €30/jour | 48,110 | 1,204 | 2.50% | $0.70 | €840 | 41 | €20.49 | 9.40 |
| Total : compte | €125/jour | 79,314 | 7,122 | 8.98% | $0.58 | €4,100 | 209 | €19.62 | 11.40 |
Google Ads — même période€4,100 on brand and one budget-capped non-brand test at 11.4x. Small, deliberate, highly profitable.
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Occasions, not promotions
The creative calendar that replaced discounting.
The fourth card is the test we refused to run. It was modelled, costed and rejected at the plan stage: a 3.2x on discounted margin is worse business than a 7.1x at full price — and it would have cost the house a decade of positioning.
Occasion · Cadeau
Occasion · Naissance
Atelier · Savoir-faire
Test · Remise −20%What we tested
Six months of verdicts.
| Test | Hypothesis | Spent | Result | Verdict |
|---|---|---|---|---|
| Occasion-led vs product-led creative | People buy jewelry for moments, not features | €18,400 | Occasion −28% CPA | WON |
| Gifting bundle tiers | Tiered gifting lifts AOV without discounting | €0 (offer) | AOV +38% | WON |
| 30-day vs 7-day retargeting window | Considered purchases need weeks, not days | €6,200 | 30d +2.4x ROAS | WON |
| Atelier / savoir-faire angle | Craft story justifies the price | €9,900 | 7.1x — best of account | WON |
| Promotional −20% creative | Discount lifts volume enough to pay for itself | €0 — rejected at plan | Modelled: 3.2x on cut margin | REFUSED |
| Advantage+ vs manual prospecting | A+ can work in luxury with the right feed | €11,300 | 3.6x, still learning | OPEN |
| FR-only vs FR/BE/CH | Neighbouring markets share the occasion calendar | €7,400 | BE/CH matched FR CPA | WON |
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
- Retargeting windows copied from fast fashion — 3 days
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
- 30-day consideration windows matched to how jewelry is bought
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-thirty-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 three-day windows fast fashion uses.
We also modelled the discount everyone expected us to run, costed it honestly, and recommended against it in writing. A 3.2x on cut margin is worse business than a 7.1x at full price — and that recommendation is on the record in the month-two report.
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.
The gifting calendar
Twelve months the account can plan against.
Rebuild the language
Every promotional asset removed. Creative re-shot in the house's own visual grammar — no red banners, no countdowns.
Occasion architecture
Anniversaries, births, apologies, self-rewards. Each occasion got its own angle, audience and consideration window.
Value, not discount
Tiered gifting bundles replaced price cuts entirely. AOV rose 38% with the price list untouched.
6.1x and climbing
Paid social becomes the house's largest revenue channel — at full price, in a category that swore it was impossible.
Where the money went
Month six, €64,000.
Spend by occasion, not by product
Top: spend by campaign. Bottom: orders by stated occasion, from post-purchase survey.
Ils ont compris la maison avant de comprendre le compte. Everything scaled — nothing cheapened.
Claire D., directrice — Maison LueurNext step
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