MONDERA WORLD: Luxury web site Mondera.com is launching its second round of advertising with a $20 million campaign photographed by Veronique Vial. The print campaign, developed with Leo Burnett USA, broke this week (folo April 10), will run in fashion, financial and lifestyle publications.
“With our previous campaign we saw sales increase over 700 percent and brand awareness rise four-fold,” said Fred Mouawad, co-founder and chief executive officer of Mondera.com.

PARIS PREMIER: First Tuesday, a monthly gathering of Internet start-up entrepreneurs, money lenders, and consultants held the first Tuesday of every month, is going full-steam ahead in Paris. The gatherings started in London two years ago but have now spread to Paris and 20 other European cities. At the events, participants wear color-coded badges to explain their business: yellow indicates a start-up while green indicates “finance.”
“I came here on a whim with some of my friends from business school. I didn’t even bring business cards,” said Servane de Saint Laurent, who launched Lora Lune, a niche line of natural cosmetics and skin care about a year ago. De Saint Laurent is considering selling online since her two freestanding stores do a lot of mail order.