Bijouterie Aélys

What Bijouterie Aélys does

Bijouterie Aélys (legal entity OCCITANIA SAS) is a French multi-brand jewelry and watch retailer founded in 1992 in Montauban by a third-generation jeweler and a co-founder from the same trade. The company sells rings, earrings, bracelets, necklaces, and watches across price points from approximately €12 (fashion steel/silver-plated pieces) to over €800 (fine jewelry with solid gold, diamonds, and precious stones), alongside a growing AÉLYS own-brand line that uses 18k gold (375/1000 and 750/1000), 925 silver, gold-plated, and brass gilded with fine gold. Its assortment is complemented by 50+ authorized partner brands spanning jewelry (Guess, Swarovski, Agatha, Etika, Simone à Bordeaux, Una Storia, Cœur de Lion) and watches (Festina, Fossil, Casio, Seiko, Cluse, ICE Watch, BOSS, Tommy Hilfiger, and others), including connected and fitness wearables.

Aélys operates an omnichannel distribution model with 25 physical boutiques across metropolitan France — historically concentrated in Nouvelle-Aquitaine and Occitanie and now expanding nationally — combined with the aelys.fr e-commerce platform that offers home delivery, in-store pickup, 48-hour reservation, a 30-day return policy, and free delivery over €69 within metropolitan France (international shipping is not available). In-store services such as ear piercing, custom engraving, and battery/strap replacement reinforce the physical-channel value proposition, while a Haussmannian-inspired store concept rolled out in 2020 repositions the brand toward a more premium aesthetic. Marketing is executed through content (Le Mag d'Aélys blog), social (Instagram, TikTok, LinkedIn), email, and a fidelity/loyalty program.

The business model is straightforward unit-level retail with no subscription or recurring component: revenue is generated one-time per transaction through both physical and online sales. The primary customer is women purchasing for daily wear, gifting, weddings, and special occasions; secondary segments include men, children, and couples (engagement and wedding bands). The company is privately held by its two founders, with no disclosed PE/VC ownership, no acquisitions, and no IPO; Jérôme Nègre is identified as the website publication officer. Headcount stands at 74, and no revenue figures are publicly disclosed.

Name

Bijouterie Aélys

Legal name

OCCITANIA

Website

https://aelys.fr

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

51–100 employees

Short description

Bijouterie Aélys is a French multi-brand jewelry and watch retailer (legal entity OCCITANIA SAS, founded 1992) operating 25 boutiques across metropolitan France plus the aelys.fr e-commerce platform, selling rings, earrings, bracelets, necklaces, and watches from €12 to €800+ across 50+ partner brands and its own AÉLYS label, serving women, men, children, and couples.

Ownership category

akta.pro rank

Product category

Specialty Jewelry and Watch Retail

NAICS

Luggage and Leather Goods Retailers (45832)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Luxury Accessories Retail (Leather Goods, Sunglasses, SLG) (CRAKAGAE)

Keywords

• Jewelry retail
• Watch retail
• Fashion accessories
• Bridal jewelry
• Custom engraving

Headquarters

HQ city

Pau

HQ country

France

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Retail jewelry and watch sales: Revenue generated through direct retail sales of jewelry (rings, necklaces, bracelets, earrings) and watches through both physical boutiques and e-commerce platform. Product categories span fashion to precious jewelry with prices ranging from budget-friendly (under 20 euros) to premium (several hundred euros).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Bijouterie Aélys is a French multi-brand jewelry and watch retailer operating 25 physical boutiques across France and an e-commerce platform at aelys.fr. The company sells rings, necklaces, earrings, bracelets, and watches from its own AÉLYS brand and from partner brands including Festina, GUESS, Fossil, Swarovski, Cluse, Casio, ICE Watch, Seiko, Etika, Agatha, Simone à Bordeaux, and Una Storia. It also provides in-store services such as ear piercing, custom engraving, and battery/strap replacement.

Product overview

Bijouterie Aélys is a French online and brick-and-mortar jewelry and watch retailer operating since 1992. The company offers a multi-brand portfolio of jewelry (rings, earrings, bracelets, necklaces) and watches across various price points and materials (gold, silver, steel, gold-plated, fashion). The core product lines include their own AÉLYS branded jewelry featuring precious and semi-precious stones, synthetic diamonds, and specialty collections like the Œil de Sainte-Lucie brass jewelry line. Watch offerings span connected watches, automatic watches, chronographs, and fashion watches from partner brands including Festina, Guess, ICE WATCH, Fossil, Cluse, Casio, Seiko, G-SHOCK, BOSS, and others. The company operates 25 physical boutiques across France in addition to their e-commerce platform, offering in-store services such as ear piercing, custom engraving, and battery/strap replacement.

Differentiator

Problem solved

Functional benefit

Products and services

• AÉLYS Jewelry Collection In-house brand of Bijouterie Aélys offering rings, necklaces, earrings, and bracelets targeted at individual consumers seeking the retailer's own label.
• Branded Watches Multi-brand watch assortment from partner labels including Festina, GUESS, Fossil, Cluse, Casio, ICE Watch, and Seiko sold through Aélys boutiques and online store.
• Partner Brand Jewelry Curated jewelry selection from partner brands such as Swarovski, Etika, Agatha, Simone à Bordeaux, and Una Storia, retailed alongside the AÉLYS own brand.
• Ear Piercing Service In-store ear piercing service performed in Aélys boutiques for individual consumers purchasing jewelry.
• Custom Engraving Service Boutique-based engraving service that personalizes jewelry and watch pieces purchased by individual customers.
• Watch Battery and Strap Replacement After-sales service offered in Aélys boutiques covering watch battery replacement and strap changes for timepiece owners.

Quantifiable outcome

• 30-day return policy ensures customer satisfaction
• +1 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core, major and minor.

• FestinacoreChannel Partner/ Reseller/ DistributorOfficial authorized retailer of Festina watches, offering 116+ Festina watch products across collections including Boyfriend, Mademoiselle, Chrono Bike, Timeless Chronograph, and Solar Energy. Festina is a major Swiss watch brand.
• GUESScoreChannel Partner/ Reseller/ DistributorAuthorized retailer of GUESS jewelry and watches, offering 224+ GUESS products including bracelets, necklaces, earrings, rings, and watches for men and women.
• FossilcoreChannel Partner/ Reseller/ DistributorAuthorized retailer of Fossil watches and jewelry, offering a selection of Fossil watches for women and men across various collections.
• SwarovskimajorChannel Partner/ Reseller/ DistributorAuthorized retailer of Swarovski crystal jewelry and figurines.
• ClusemajorChannel Partner/ Reseller/ DistributorAuthorized retailer of Cluse watches, offering minimalist and elegant women's watches.
• CasiomajorChannel Partner/ Reseller/ DistributorAuthorized retailer of Casio watches including vintage collections and G-SHOCK line.
• ICE WatchmajorChannel Partner/ Reseller/ DistributorAuthorized retailer of ICE Watch products including smart watches and fashion watches.
• EtikacoreChannel Partner/ Reseller/ DistributorFeatured brand partner for sustainable fashion jewelry made from recycled steel, positioned as trendy and durable.
• AgathaminorChannel Partner/ Reseller/ DistributorAuthorized retailer of Agatha jewelry brand.
• Simone à BordeauxminorChannel Partner/ Reseller/ DistributorRegional jewelry brand from Bordeaux featured in the product selection.
• Una StoriaminorChannel Partner/ Reseller/ DistributorJewelry brand available through the retailer.
• SeikomajorChannel Partner/ Reseller/ DistributorAuthorized retailer of Seiko watches including automatic and solar watch collections.

Scale indicators4 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Maty: Heritage French jewelry and watch retailer combining physical stores with catalog/e-commerce. Directly comparable on product mix (jewelry plus watches) and customer demographic.
• Julien d'Orcel: French multi-brand jewelry and accessory chain operating boutiques across France. Comparable to Aélys in regional presence, mid-market positioning, and multi-brand assortment.
• Marc Orian: French mid-market multi-brand jewelry chain operated by the same parent group as Histoire d'Or. Highly comparable on assortment (fashion to fine), pricing tier, and physical retail footprint in regional France.
• Histoire d'Or: France's largest multi-brand jewelry chain with hundreds of boutiques across the country. Most directly comparable to Aélys on the multi-brand jewelry retail model and omnichannel footprint, though materially larger in scale.
• Cleor: French multi-brand jewelry chain with national boutique presence. Directly comparable on customer segment, price positioning, and multi-brand assortment strategy.

Emerging players

• Gemmyo: French online jewelry brand specializing in colored gemstones and engagement rings. Comparable on the jewelry category and French market overlap; represents the e-native challenger model.
• Agatha: French fashion jewelry brand sold through Aélys boutiques but also operating its own retail concept stores. Comparable as a partner/competitor hybrid in the same affordable-luxury jewelry category.
• Mejuri: Digital-native fine jewelry brand targeting similar demographic with direct-to-consumer model. Comparable on product category (fine and demi-fine jewelry) and customer; represents the online competitive threat to mid-market retailers.

Broad incumbents

• Pandora: Global jewelry brand with extensive own-brand retail network. Comparable in accessible-luxury positioning and overlap with Aélys's mid-range customer; both compete and coexist in branded fashion jewelry.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/a%C3%A9lys
• Instagraminstagram.com/aelysbijoux
• TikToktiktok.com/@aelysbijoux

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bijouterie Aélys