No need for a famous muse to be visible. This young jewelry brand has captured the hearts of the French in no time than it takes to say it.
A few months have passed since the new year. Never satisfied, the brand rankings continue to fall from all sides, highlighting the fashion and watch and jewelry labels that shone last year. On the jewelry side, on French territory, it is a young house that no one expected that has particularly distinguished itself. Born in Bordeaux, in less than 20 years, it has managed to establish itself as the most powerful jewelry brand on social networks. According to Kolsquareover the last quarter of 2025, it is thus the one which has the greatest “Earned Media Value”, i.e. the greatest monetary value generated by visibility and engagement. It weighs the equivalent of 8.82 million euros at the end of 2025.
Recognizable by its endless pink, by its boutiques punctuated with a boudoir aesthetic worthy of the 50’s, or by its emblematic little cat which readily appears on the label’s campaigns and posters, it offers premium and/or costume jewelry which can be personalized as desired. Made with quality materials such as 925 silver (including recycled silver), 3 micron gold plated or 14 carat gold, they are designed to last a lifetime.
A great success story written as a family. The Bordeaux house was born from the daughter’s passion for jewelry, then the mother joined the adventure a few months later. The brand bears the first name of the first: Amaya. You will have understood, it is about Amaya’s Workshop.
In the last quarter, the neo-Aquitaine brand outstripped big names in jewelry like APM Monaco (which has an EMV of 6.59 million euros), Mauboussin (2.9 million euros) or even Pandora (2.5 million euros)… just that. Still a law student at the time, Amaya de Gorostarzu manufactured pieces alone, in her home workshop, which she sold directly, first in private sales organized at her friends’ homes, then in local markets. The small artisanal brand took on a whole new dimension in 2009, when its first boutique/workshop was opened in Bordeaux.
The brand now has 78, as far as Belgium. Unifying, it can count on a united community of 589,000 members on Instagramthe “Amaya Family”, which shares its fashion moments in highly engaged publications (2,486 in total, with an engagement rate of 4.7%). A beautiful story which proves that in the digital age, we don’t need a muse to emerge among all this noise…
