Stéphanie Manon, CEO of Akillis: “Men’s Jewelry is Experiencing Strong Growth”

Known for its rock-inspired, bold, and sometimes shocking designs, Akillis does not aim to please everyone. Despite this, it remains one of the most inclusive brands on the market. The young jewelry house, founded by Caroline Gaspard over fifteen years ago, has big ambitions and is determined to achieve them in a market dominated by large groups. Stéphanie Manon, who has led the company for a little over a year, sheds light on the strategies in this highly competitive sector.

What did you aim to bring to the brand upon your arrival in 2022?

Stéphanie Manon. Ten years ago, the luxury market was different; there was a clear divide between the premium segment and luxury. Today, that boundary is blurring. Luxury is becoming more accessible and desirable, even with entry-level products. My goal at Akillis was to align the talent of its founder and creator, Caroline Gaspard, with the brand's image. There was a sort of dichotomy, which is now fading. What remains non-negotiable for Caroline is the uncompromising design and finish of the jewelry.

What was your perception of the brand upon your arrival, and what is your ambition?

Akillis has always appeared to me as a luxury brand with strong, high-end, and completely organic creations for both men and women. This modern approach is still unique because, overall, the jewelry sector is highly segmented. However, society has evolved. We have recently revamped our website to reflect this change, no longer differentiating between male and female customers.

How do you differentiate yourselves from competitors?

We offer gender-neutral creations. We are less minimalist, always adding a creative twist in the paving, volume, and a balance between traditional craftsmanship and innovation. We utilize advanced techniques from horology, aeronautics, and the automotive industry, incorporating specific materials with gold and gemstones. Challenge and innovation are central to the brand. Everything can be made into jewelry. Our style is geometric, dynamic, and distinctive, instantly recognizable even a decade later. This is what drew me to Akillis.

Is there a typical Akillis customer?

Our clientele is diverse. We cater to young, sporty men who appreciate the strength jewelry gives them, as well as forty-year-old women who have already tried other jewelry brands and are seeking unique pieces that truly represent them. Women who are confident and want to show it. Additionally, many men who have never worn jewelry discover the appeal of titanium sets with diamonds.

Which audiences are you still aiming to attract?

We aim to attract more women who are new to fine jewelry and may not instinctively come to Akillis. We rely on our brand ambassadors—athletes, artists, and other talented individuals who are part of our community—to reach these new customers. Standing out against large groups with massive resources is challenging, but our in-store experiences are well-received. Caroline has curated an exceptional collection of precious stones, including rare Paraíba, star sapphires, tourmalines, and emeralds. We have much to offer in terms of both education and experience.

Are your prices positioned to be more attractive?

Yes, we are accessible. At Akillis, men and women of all ages can feel comfortable in our inclusive environment. Our prices range from just under 300 euros to high-end jewelry.

What is your distribution network like?

We have 25 points of sale in France, around 15 in Europe, including a boutique in Paris on rue du Faubourg St-Honoré, and six in the United States, and we are planning to expand further. We are well-received in Korea and Hong Kong. In total, we have 70 sales points and aim to reach 100 within a year and a half, including opening two more boutiques in France. We see potential in secondary city retailers that are less targeted by major brands. Many are leaving while we plan to establish a presence there.

What is your production capacity?

We have a strong production capacity, with two workshops in Lyon, one in Besançon, a gemstone setting in Geneva, and craftmanship in Spain. However, we are considering integrating more of our production to ensure supply security, as large groups are currently acquiring many workshops. Today, we are looking to invest in production units to maintain and sustain our partnerships. This trend, led by large groups, compels us to do so if we want to continue and grow. This is the current challenge in the industry.

Does your independence provide flexibility and a competitive advantage in innovation?

Yes, innovation is our core. For example, we successfully set aluminum in 2023 and introduced blue titanium two years ago. We often use materials from the automotive industry, which we then adapt and feminize. These investments account for about 30% of our revenue. We are growing rapidly, and the men's jewelry market is very dynamic. In fact, 2023 was an excellent year, with our sales doubling.