After UK e-launch, jewellery brand Agatha Paris set to open new stores in France, Madrid, Brussels

“Agatha is a bit like the youngest rebel kid in a chic family,” said Stéphane Delva, managing director of the French affordable jewellery retailer, encapsulating in a few words Agatha’s distinctive character. Delva, formerly with LVMH, took charge two-and-a-half years ago, and has built a strong foundation in her effort to revive a brand French women have been familiar with for over half a century. And the “rebel” has responded in kind. Agatha is expanding steadily and launched online in Britain earlier this year. It reported revenues of €80 million in 2025, its growth rate well above the market’s. It’s about to open a store on rue Montmartre in Paris, and by the end of summer it will do the same in Madrid and Brussels. Only three years ago, reaching these milestones seemed far from certain.

What recipe for success did Agatha Paris find, after nearly folding in 2020? Firstly, it was able to strike a contemporary note again. To give fresh élan to its image, Agatha Paris has infused boldness and colour in its product range, alongside the more timeless items. An example of this approach is the recent 30-item collaboration designed by Agatha’s head of collections Marion Balloffet with art duo Pangea, founded by Colombine Jubert and Laetitia Rouget, injecting a burst of sunny energy into the brand’s assortment. Earrings are the collaboration’s signature pieces, while the Scottish terrier that famously features as Agatha’s logo was redesigned with bold new graphics. A chromatic explosion that cleverly complements the brand’s permanent range, which underwent a makeover in the last two years by the Agatha Paris studio.

“Agatha still has a strong emotional resonance among French consumers. For many, it was the first piece of jewellery they received as a family gift, maybe their first ring. We’ve redefined the assortment and completely redesigned our solid silver collections, brooches and barrettes, and all the key items that made Agatha Paris famous,” said Delva, who contacted founder Michel Quiniou as soon as she joined, to better understand his approach. In 1974, Quiniou drew his inspiration from the world of Hermès, while offering his customers more affordable products.

Talking with Quiniou allowed Delva to develop an approach for Agatha’s turnaround. A much-needed reboot for a brand that had gone through a period of major difficulties early in the 2010s. Agatha Paris was sold after filing for receivership in 2021, and eventually Thom Group (owner among others of Histoire d’or) took full control at the end of 2022. Thom Group’s financial and operational solidity enabled Agatha Paris to start expanding again, after a reorganisation effort during which it closed the majority of its stores, especially those that were no longer profitable. 

When Delva took charge in 2024, she carried out an in-depth overhaul of the brand’s fundamentals, redefining the assortment. Half of it currently consists of enduring classics and timeless products. The rest of the range is regularly refreshed by monthly additions and one-off drops, enabling Agatha Paris to catch the eye of its regular customers while boosting its social media visibility. This system of planned drops proved its worth during the celebrations for the 50th anniversary of Agatha Paris in 2024.

“For [Agatha’s] 50th anniversary, we developed the Pont des Arts necklace, which incorporates many of the brand’s signature elements. It worked so well that we added it to our permanent range. We also designed a large ring featuring a cushion-shaped stone. We later re-worked it, introducing it in smaller sizes too. These items are now regularly among our best-sellers,” said Delva. Agatha Paris also put a lot of effort into upgrading its brand image, investing medium-term on influencers and creating campaigns featuring an imaginary novelty-hungry Parisian woman.

Delva also revamped the brand’s store concept. “We redesigned the logo with the Saint Lazare studio, but also tweaked the brand’s signature blue colour, shifting it towards midnight blue. For our stores, we developed an interiors concept that is both elevated and inclusive. I paid special attention to lighting, choosing solutions that highlight the products but also allow our customers to look their best when they see themselves in the mirror,” she said. All of this has increased Agatha’s desirability, despite the fact that business, in the first year at least, was much weaker compared to past levels. 

The changes paid off last year, when revenue grew 50% to €80 million according to Delva, and the company turned a profit again. Growth was achieved by winning over again Agatha’s long-standing customers, women over 45 driven by an emotional attachment to the brand, but also by expanding the customer base. In 2025, 50% of Agatha’s registered buyers were new. According to Delva, this was chiefly achieved by tapping the segment of young active women aged 28 to 35. Besides, online sales, which were non-existent before 2021, are now booming, and account for 30% of the brand’s overall business. “Above all, our e-shop and physical stores are working well together,” said Delva, underlining that all existing shops have now been renovated. “Our shop assistants find that customers show them the product they want on their smartphones,” she added.

Agatha Paris currently operates 51 retail outlets in France, between 30 monobrand stores and about 20 department-store corners at Galeries Lafayette and Printemps. “We have small-sized shops, like the one on rue de Passy in Paris, that are cosy and work very well. And we’ve also opened stores extending between 40 and 60 square metres. For example, our store on Rue du Vieux Colombier [in Paris], which opened last year. It’s our flagship. We celebrated the opening big-time, because we wanted to connect with customers in Saint-Germain-des-Prés. It marked our come-back to this iconic Parisian district,” said Delva.

Delva did not give any insight on Agatha’s medium-term revenue prospects, but her goal is to further strengthen the brand’s reputation in the coming years. The openings planned in France will boost the brand’s national visibility. Agatha Paris has cities like Marseille and Nantes in its sights, after reopening in Lyon and Bordeaux. The brand is currently present in China with three stores, and is keen to increase its export business. At the start of 2026, Agatha Paris partnered with cross-border e-commerce specialist Global-e, and began selling online in markets such as Benelux, Germany and Switzerland. It is already present in Spain, with 30 concessions in El Corte Inglés department stores. 

2026 marks the start of a new phase in Agatha’s growth journey, with eight scheduled store openings and the launch of a targeted expansion strategy. Agatha will further strengthen its Parisian presence, opening on June 26 at 29 rue Léopold Bellan, then at the Galeries Lafayette Champs Elysées on July 2, and at the Quatre Temps shopping mall at La Défense on July 24. Outside France, it will inaugurate its first monobrand store in Spain this summer, opening at 47 calle de Claudio Coello in Madrid. In Brussels, it will open a store on June 19 in the Woluwe shopping mall, and another in September on the iconic Avenue Louise, in the heart of the Belgian capital. Agatha Paris can confidently move forward with its expansion drive, because the Thom Group is fully supporting its plans.