Editor’s Note
This article covers the launch of influencer Isabeau De la Tour’s jewelry brand Boboche, highlighting the trend of content creators translating their personal brand into product lines.
Isabeau De la Tour unveils the first collection of Boboche, her jewelry brand
Clara Phelippeaux
24 June 2025
Influence marketing.
When a content creator embarks on an entrepreneurial adventure, everything is designed to convey their DNA through their products. This phenomenon can be seen in the brand Hôtel Mahfouf by Léna Situations, which recently launched its very first swimwear collection on its website. For several weeks, another influencer has been teasing her audience with the upcoming launch of her own brand.
This is Isabeau De la Tour, who opened her very first pop-up in Paris on June 22 to introduce her followers to the first collection of Boboche, her stainless steel jewelry brand. Visitors were able to purchase the various pieces in advance, before the official brand launch on June 23 at 6 PM.
Minutes after the launch of Boboche, some jewelry pieces were already out of stock. In a video, Isabeau De la Tour’s phone can be seen ringing non-stop, and the brand’s website even went down due to excessive visitor traffic. It was a successful launch for the content creator, who wrote on Instagram:
She stated in her video:
On the brand’s website, there are 22 products, including rings (one featuring the De la Tour family coat of arms is sold out), earrings, bracelets, necklaces, and a tote bag. Some pieces are inspired by the summer season, with pearl jewelry or motifs reminiscent of the sea, such as star-shaped earrings. The jewelry is made from stainless steel with a fine gold PVD coating. They are water-resistant and come with a one-year warranty. As for pricing, expect at least €50 for a ring and up to €120 for the coffee bean necklace.
