Can physical retail still beat digital? Ōkan Studio says yes

Margaux Gripon founded Ōkan Studio in 2019, after a trip to Japan a year before inspired her to draw her first jewelry designs. She learned 3D design through YouTube videos, printed her first resin models, and soon she was selling her sculptural creations to different countries online. It was only in July 2025 that she opened a physical retail location. A year later, she says the experience was a turning point for the brand.

“I would probably have opened a store much sooner, as it has significantly boosted both our sales and brand awareness,” Gripon told FashionUnited, adding that her boutique in the heart of the Marais district in Paris now represents around 60 percent of the brand’s sales.

The physical location has also helped promote Ōkan Studio’s e-commerce business. “Interestingly, our online strategy has directly benefited the store: many customers discover Ōkan online before coming to see, touch and try on the pieces in person,” she said. Ōkan Studio’s sculptural jewelry doesn’t necessarily require sensory evaluation, but clients can benefit from it before purchasing one of Gripon’s designs. “Jewellery is such a tactile and personal purchase. Customers also love taking home a piece with a story and a meaning, especially when they are visiting Paris for the first time."

A study analyzing the value of experience-centric stores in omnichannel retail, published by the Harvard Business Review in May, shows how online-first businesses can still profit with physical retail, as long as they make a visit to the store worthwhile. Gripon understood that lesson quickly during her first year.

“Owning my own store has made me realise how crucial staff training and product presentation are when it comes to engaging and educating customers, especially with sculptural pieces that are not always immediately intuitive to wear,” she said.

The upside of owning your own boutique, according to Gripo, includes complete control over your image and communication. The downside is its cost. “You constantly need to create new reasons for people to visit, through new launches, events, collaborations or pop-ups,” she said.

“Wholesale remains a valuable and less capital-intensive way to grow our international visibility. However, owning a store has made me more aware of how important it is to work with partners who truly understand the brand and know how to present the pieces,” Gripon said.

The Niji collection

In 2026, Ōkan Studio introduced its Niji collection, featuring three designs with an interchangeable setting system. All the pieces are crafted in the brand's Responsible Jewelry Council-certified partner workshop in France.

“Niji's interchangeable stone system is customisable, and your site invites customers to compose stone-set pieces in the boutique,” she said. “I have always loved the idea of jewellery that can evolve with the person wearing it, but having a boutique gives that concept its full meaning. Customers can choose their stone in person and have it set into their jewellery directly in the store.”

Expansion plans

The US is Ōkan Studio’s second-largest market, and where Gripon wants to experiment with in-store sales next. “I would love to open a pop-up in New York or Los Angeles in the near future,” she said, also confirming plans to eventually hold stock and fulfil orders from within the US to help improve delivery times and make operations less vulnerable to changing duties and import regulations.

Gripon also plans to open a second store in Paris. “In a different neighbourhood and with a distinct positioning. My dream would be to develop a more intimate, bespoke jewellery experience. A space where I could meet clients personally and help them customize or create the piece they have in mind,” she said.