Les aimants

case study:

THE BRIEF

Les Aimants partnered with NoLie Communications during their pre-launch phase to ensure their CRM strategy was set up for long-term success. With a lean internal team and big growth goals, they needed more than just a one-time setup—they needed a partner who could build the foundation and transfer the knowledge.

NoLie delivered a full CRM strategy and infrastructure in a matter of weeks, then trained the client team to manage and scale their own program with confidence. From platform setup to custom flows and onboarding documentation, our work gave Les Aimants the tools to build a high-performing, in-house retention engine from day one.

The Brand

Les Aimants is a modern, female-led bridal brand rooted in craftsmanship and innovation. Founded with the mission to make couture-level quality more accessible, the brand merges traditional European style with forward-thinking technology—delivering beautifully made, affordable gowns for today’s bride. With a team whose experience spans iconic houses like Tom Ford and Oscar de la Renta, Les Aimants brings a rare blend of precision, artistry, and modern sensibility to the bridal market.

At the heart of their approach is a commitment to quality and community. Every gown is crafted in New York by a team of skilled female artisans. Les Aimants isn’t just designing dresses—they’re building a movement that honors women through every stitch.

TIMELINE SNAPSHOT

Jan 2024 | Discovery & Strategic Planning

  • Conducted onboarding sessions with the brand and UX team

  • Identified all major CRM touch points and mapped marketing opportunities

  • Created 3 journey timelines aligned with the customer lifecycle

Feb 2024 | Execution & Delivery

  • Built and documented four key email flows (Welcome, Warming, Big Day, Appointment Booking)

  • Delivered transactional email strategy and modular templates

  • Developed SMS integration briefing and Klaviyo setup documentation

  • Curated all assets needed for launch with clear QA steps for implementation

  • Provided editable strategy briefing documents and QA-approved templates

  • Delivered training and documentation for the client team to execute in-house

  • Finalized dev handoff, API documentation, and Klaviyo launch support

Mar/Apr 2024 | Handoff & Team Enablement

  • Built CRM from Scratch: Led CRM strategy, Klaviyo setup, and cross-channel retention architecture

  • Modular Systems: Delivered scalable, easy-to-execute email flow frameworks with creative and copy guidance

  • Team Empowerment: Focused on handoff deliverables that ensured the internal team could manage and evolve the program

  • Speed + Clarity: Completed the entire program within 90 days, enabling the client to hit key business milestones on time

Not every startup needs an agency forever—but they do need the right foundation. Our work with Les Aimants is a prime example of how NoLie supports emerging brands by delivering thoughtful, strategic marketing systems that can scale—then stepping aside so founders and teams can own their growth from the inside out.

HOW NOLIE HELPED FROM THE GROUND UP:

Client testimonial

"Working with Nolie was an invaluable experience, especially for us as a small business. They not only delivered results but also empowered us through education and guidance. From the outset, we established a well-defined scope of work that included detailed insights into each area of our CRM development. By the end of the project, we had gained the tools and independence to manage the system ourselves. We deeply appreciated their thoughtful feedback, genuine advice, and commitment to helping us tackle new dimensions of marketing with confidence.”

Manon Martin; CEO & Founder