CONCIERGES A LA MODE: Journalists are meant to be the first in the know, and Les Editions Jalou plans to make that concept into a reality for a new France-based contemporary concierge service, called L’Officiel Conciergerie. It will be run in partnership with luxury concierge company UUU starting March 1.

The idea is that journalists from across Jalou’s stable of magazines, which includes L’Officiel, Jalouse, L’Optimum, L’Officiel Voyages, plus the watch magazine La Revue des Montres, will fortnightly update UUU’s team of concierges on the latest premium style tips and hot spots.

This story first appeared in the February 28, 2012 issue of WWD.  Subscribe Today.

“Our strongest value is our information and capacity of selection,” said Benjamin Eymere, Les Editions Jalou’s general manager, who sees the move as a smart way of diversifying the brand. Eymere described it as a service offered by trendsetters for an “aesthetic” community of movers and shakers that likes to keep on top of the trends. Mundane daily needs — such as finding a plumber — can also be met.

The service operates on a private member system with different packages. Members will also have access to a bloglike Web site, lofficielconciergerie.com, filled with tips. The service is to be rolled out to China next year, followed by Brazil and Russia.

Les Editions Jalou has also launched what it bills as a digital label, dubbed L’Officiel New Talents, geared to promoting blogger talents from the women’s lifestyle and fashion domains. The selection committee for the bloggers includes André Saraiva, creative director of the French men’s fashion magazine L’Officiel Hommes. Men’s bloggers will soon be added.

A same-name print magazine made by the bloggers will be released twice yearly, starting in May, with Marie-José Jalou, Jalou’s president, as its editor in chief.

“We need a magazine that defines the times,” said Eymere, adding the bloggers get to maintain total independence for their blogs. Members include Kenza Sadoun-El Glaoui, Audrey Lombard, Marie Pottier and India Weber. The label will also represent the bloggers for special commissions with brands. Les Editions Jalou, a family-run concern, was founded in 1921.

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