Founder
Alesia Radian
CRM as relationship architecture — a philosophy formed inside the houses that practise it best.
Tenue was founded by Alesia Radian, a CRM and client development specialist with experience across Miu Miu, Louis Vuitton, Jo Malone London, and Zadig&Voltaire — spanning luxury fragrance, contemporary fashion, and corporate CRM strategy at two of the world's most prestigious luxury maisons.
That breadth of experience — from boutique-level client intimacy to CRM strategy work at Prada Group and LVMH — is what Tenue brings to every engagement.
In luxury, retention is not a marketing channel. It is the business model: the client who is recognised, remembered and guided into the right next moment spends more, stays longer and brings her friends. Tenue exists to bring that discipline to premium businesses that have the client experience but not yet the client system.
Why Tenue exists
The gap between loving your clients and keeping them
Most premium businesses are exceptional at the experience and accidental at the relationship. Clients visit once, are delighted, and drift — not because anything went wrong, but because nothing was built to happen next. The founder-led businesses Tenue works with rarely need more marketing. They need structure: segments, journeys, trained teams and measurement.
Tenue is deliberately a consultancy rather than an agency. The deliverable is not a stack of campaigns. It is a working retention system inside your own platform, a team that runs it with confidence, and reporting that tells you the truth.
How we work together
Direct, evidenced, and candid
Diagnosis before prescription
Every engagement opens with your data, not a template. The plan is built from what your client base is actually doing.
People before software
Retention is created at the point of service. Team capability is a deliverable, not an afterthought — training is run in person wherever possible.
Numbers with their caveats attached
Baselines are set before work begins, cohorts are compared honestly, and unflattering figures are reported alongside the flattering ones.
Brand-safe by default
No discount-led campaigns, no urgency theatrics. Retention activity should compound a premium brand, not spend it.