Scaling a French ear jewelry brand 3× with full e-commerce ownership & retail expansion

The Challenge

Nébuleuse Bijoux, a Paris-based ear jewelry brand known for celestial-inspired piercings and earrings, had grown to €3 million in annual revenue but needed a partner to take them further. With ambitions to scale significantly, launch physical retail locations with in-store piercing services, and expand internationally, they needed comprehensive e-commerce expertise that went beyond isolated projects — from operations and logistics to marketing automation and team development.

The Solution

Maukau became the embedded operating partner, taking ownership of the entire e-commerce function. This included CRM strategy with Klaviyo, WhatsApp marketing via Simio, and a loyalty program through Loyoly — alongside design and copywriting support for campaigns and product launches. On the operations side, we restructured supply chain and inventory workflows, automated back-end processes (merchandising, warranties, fragile item handling, shipping error prevention), and built custom Google Sheets templates for streamlined product creation and multi-store catalog synchronization. We drove CRO with analytics and reporting, implemented technical SEO, and coordinated launch orchestration across collections and campaigns. When Nébuleuse expanded into retail, we supported the launch including online booking for piercing appointments. A full store overhaul featuring over 100 custom developments and optimizations was delivered in a two-month timeframe.

The Results

Revenue scaled from €3 million to over €10 million. The team grew from 2 to over 20 people, with Maukau providing structuring, training, and support throughout the collaboration. Multiple retail locations were successfully launched with integrated booking systems. Across the four-year partnership, Maukau coordinated with internal teams (founders, marketing, design, product, e-commerce) and external partners (3PL, ads agency, SEO agency, outsourced customer service).

Theme: Stretch by Maestrooo

Marketing & retention: Klaviyo · Simio · Loyoly · Wisepops · Social Snowball · Octane AI · Bloggle

Back-end & automation: Mechanic · Shopify Flow · Matrixify · Zapier · Prediko · Baback · SupaEasy · Order Editing · Locksmith · Mirakl · SyncLogic

Checkout & shipping: Checkout Blocks · Checkout Buddy · Qikify Checkout · Atlas Pickup Points · HidePay · HideShip · Shipup · Shippingbo

Analytics & attribution: Elevar · TripleWhale · Hotjar

Localization & compliance: Orbe Geolocation · LangShop · Consentmo GDPR

Customer experience: Gorgias · Judge.me · Grapevine Surveys · Swish · EG Auto Add to Cart

Retail & bookings: Easy Appointment Booking · Shopify POS