Combining luxury with sustainability: Courbet’s values-driven success in influencer marketing

About Courbet

Parisian luxury jewellery brand Courbet is known for its exquisitely designed pieces crafted exclusively with lab-grown diamonds and recycled gold. By combining cutting-edge technology with timeless elegance, Courbet offers creations that are not only beautiful but ethically responsible. The brand's mission is to harmonize luxury with sustainability, appealing to modern, conscientious consumers seeking jewellery that reflects their values. With its dedication to craftsmanship and environmental stewardship, Courbet represents the future of fine jewellery.

Courbet: an influencer marketing strategy steeped in strong messages and aligned values

Courbet, a luxury jewelry brand renowned for its commitment to sustainability and craftsmanship, has adopted a selective and thoughtful approach to influencer marketing. Instead of focusing on large-scale campaigns, Courbet prioritises building meaningful relationships with influencers who align with its values.

This strategy involves working with influencers who not only have a strong connection with their audience but also embody the principles of sustainability, craftsmanship, and authenticity.

“In our case, we have a strong story around eco-responsibility and craftmanship to tell, and these are the messages we really want to share with the KOLs we work with. In this sense, I prefer to favor quality over quantity, and to develop fairly strong relationships with my KOLs,” comments Courbet Communications Manager Agnès Vautrin.

The brand deliberately focuses on influencers with mid-sized communities, ranging between 50,000 and 200,000 followers, as these audiences tend to be more engaged and responsive.

“We’ve found that mid-sized communities are often more effective for conversions. The message resonates better and feels more authentic,” Agnès Vautrin explained.

In a typical year, Courbet collaborates with a handful of influencers for paid activations, favoring long-term partnerships.

“We often carry out multiple activations with each influencer to build strong, long-term relationships. This allows us to test different products and audiences throughout the year,” noted Agnès Vautrin. This method helps Courbet refine its strategies and make data-driven decisions.

Lady Courbet: launching a creative collection for new and existing audiences alike

In September 2024, Courbet launched the “Lady Courbet” collection, a line of beautiful gold and diamond rings featuring an innovative design that marked a departure from the brand’s existing aesthetic. Customisable with brightly coloured lab-grown diamonds and a personalised choice of gold, the Lady Courbet collection combines classic French style with a bold, hip appeal.  

As stunning as the design of the Lady Courbet collection is, the design presented Agnès Vautrin with some key challenges when defining her influencer marketing strategy to support the campaign launch:

·       Introducing a product that diverged from Courbet’s traditional offer while ensuring alignment with the brand identity.

·       Increase brand awareness and attract a new audience while staying true to Courbet’s values.

·       Showcase the innovative design elements of the Lady Courbet collection while emphasising the environmental attributes of the products.

How influencer selection and campaign reporting with Kolsquare delivered a successful launch campaign for Lady Courbet

Staying true to the philosophy that less is more when one has a strong story to tell, Agnès Vautrin chose five Instagram KOLs to deliver on the objectives set for the campaign. Four of the five had previously collaborated with Courbet, and each were carefully chosen to represent diverse profiles and audience reach, including:

* Laura Isaaz (@laura_isaaz, 34.2K followers, Instagram), a Biarritz-based journalist and blogger who aligned with Courbet’s desire to expand geographically.

* Anja Wk (@anjawk 200K followers, Instagram), a returning influencer with a lifestyle that perfectly matched Courbet’s values.

* Anaelle Duguet (@anaelleduguet 73.1K followers, Instagram), a first-time collaborator chosen to target a younger, more artistic audience.

* Adenorah (@annelauremais, 676K followers, Instagram), a returning lifestyle influencer with similar values to Courbet.

* Anoushka Gauthier (@anouchkagauthier, 99.9K followers, Instagram), a lifestyle influencer who partnered with Courbet several times in 2024.

With an ROI of +179%, the campaign achieved its objectives, according to Agnès Vautrin, with strong engagement and positive feedback from the influencers’ communities.

“We received many positive comments about the product, and even though direct sales were modest, we saw significant interest and inquiries about the collection,” noted Agnès Vautrin, adding that the Lady Courbet campaign also highlighted valuable insights into audience preferences, helping her to refine future strategies.

Kolsquare was instrumental in managing the Lady Courbet campaign and supporting Courbet’s broader influencer marketing efforts. The platform provided essential tools for influencer selection, campaign tracking, and ROI analysis.

“The tagging system on Kolsquare allowed us to track the status of collaborations easily. It’s a practical and aesthetic tool that complements our internal systems,” comments Agnès Vautrin.

Kolsquare’s ability to link budgets to individual influencers and generate detailed reports proved invaluable.

“The reporting features are crucial for measuring the impact of each campaign, especially since we’re focused on ROI,” Vautrin added.

For a brand like Courbet, where influencer marketing is about more than numbers, Kolsquare’s user-friendly interface and comprehensive data allowed the team to analyze performance and plan future activations effectively.

“Kolsquare has been a game-changer for us. It’s made the process more efficient and provided the insights we need to align our campaigns with our values and objectives,” Agnes Vautrin says.

Courbet’s partnership with Kolsquare highlights how a values-driven approach, combined with the right tools, can lead to impactful influencer marketing campaigns. By prioritising meaningful collaborations and leveraging Kolsquare’s robust features, Courbet continues to strengthen its position as a leader in sustainable luxury.