With The Emily In Paris Series The Toulouse Brand Nach Sees Its Sales Explode

“For us, a small jewelry brand located in the Provinces, it is a great source of pride and a real springboard to have been selected by the stylist for the Netflix series Emily in Paris from among all these major brands It was pretty crazy to see this success,” rejoices Nadia Koch, co-founder of Nach.

Founded in Toulouse in 2011 by sisters Nadia and Nancy Koch, the porcelain jewelry brand, inspired by nature and animals and handcrafted, has been enjoying a real spotlight for a few months thanks to the Netflix series “Emily in Paris” On several occasions, some of her creations have been selected by the series' stylist and worn by her heroine.

An unexpected advertisement for the small brand, since the series is the one of the most watched on the Netflix platform Watched by millions of viewers around the world, the program is a real showcase.

“We weren't watching the show, but during season 2, we noticed that Emily was wearing two of our creations, flower-shaped earrings and a blue budgie necklace And from that moment, it was madness, ”says the Franco-Thai entrepreneur.

A success across the Atlantic Very quickly, the online store was taken over by fans of the series who wanted to buy the jewelry worn by their favorite heroine Orders, by the hundreds, poured in from all over Europe, but also from the United States and Japan.

The models quickly found themselves out of stock Submerged, the brand does was unable to respond and honor all orders.

Thus, in December 2021, the release period for season 2 of the series, Nach experienced a 34% increase in sales on its e-shop Since its appearance on the neck of actress Lily Collins, the necklace has sold more than 120 copies.

Nearly 80 of the orders came from the United States Before the broadcast of the successful American series, only ten pieces of this same necklace were sold and none of the orders placed came from across the Atlantic.

Demand for their porcelain jewelry has increased sixfold in France, Italy and Great Britain and doubled in the United States “It's very rare for us to sell a jewel so many times.

Our pieces are handmade, in small quantities and are quite unique So it's not common for us.

There, for the Emily in Paris collection, we are producing the jewelry in larger quantities than usual “An unexpected craze During season 3, released in December 2022, Emily again wore a Nach creation, golden brass hoop earrings adorned with porcelain ladybugs.

Foresighted, the Koch sisters have this time anticipated the success of the jewel passed on the screen and planned a larger stock than usual “The series' stylist had previously selected about fifteen of our jewels, but we had no guarantee of their appearance.

The day of the release, we viewed all the episodes in fast motion and it was a relief to discover that indeed, our jewels were there, ”she recalls Nach was able to enjoy unexpected popularity with the series' many fans, who, through their sharing on social networks, have given him visibility that does not seem to be running out of steam.

The Koch sisters founded the Nach brand a dozen years ago and today enjoy international visibility (Credits: Nach) “On social networks, there is an Emily in Paris community that exists and that shares the smallest details of the outfits and accessories and quotes the brands.

On our social networks, we have more and more followers and more and more interactions The jewels that were worn in season 2, broadcast in 2021, are, to this day, still ordered, ”notes the eldest of the Koch sisters.

Three stores in France The brand, which aims to be high-end, stands out with colorful designs that honor nature and animals Earrings' rabbit ears, toucan necklace or leopard head ring.

The creations are imagined and the prototypes designed in the Pink City Then, the porcelains are molded, fired and painted by hand, in the family workshop, in Thailand.

The products, being artisanal, require “a lot of work” and their manufacture can last up to a week for certain pieces All jewels are signed and registered models.

Since 2016, the company has extended its offer and offers ready-to-wear for women, children and unisex as well as a good number of accessories and leather goods imagined and designed in Toulouse and manufactured according to the reference in Turkey, Portugal or in Thailand Between jewellery, which represents 70% of the activity, and fashion, the company has more than a thousand references.

To market them, it has several channels In addition to its e-commerce site, which has been a real success in recent months, the structure also has three stores of its own opened in Cannes in 2017, Toulouse a year later and Nice at the end of 2022.

The different pieces are also distributed through a network of nearly 400 resellers located throughout France, Europe, countries such as Italy or England and Japan “We have a very varied distribution network.

It is possible to find the creations in ready-to-wear or jewelry shops, on marketplaces like La Redoute, but also in museums or art galleries Our wish has always been to open a boutique in Paris.

We were going to do it before the Covid period and we were right not to Today, it is still part of our plans for the future”, explains the pilot from the commercial side of Nach.

Stable results While they started the Nach adventure alone more than ten years ago, Nadia and Nancy Koch now have 15 employees at their side in Toulouse, between the head office, the showroom and the boutique The Thai manufacturing workshop employs around twenty people and the shops on the Côte d'Azur have five employees between them.

After a difficult post-Covid period, the company's activity is picking up again and the financial results are on the rise again Indeed, Nach claimed a turnover of 1.

6 million euros in 2022, of which nearly 70% at the export, a result “which is stabilizing compared to 2021” Read alsoNetflix chooses the Toulouse studio TAT to produce the animated series Asterix.