Where magic meets logic.
We create brand strategies that deliver real business results.

About

WHO WE ARE

We are a brand consultancy specializing in holistic brand strategy. Our expertise lies in reimagining existing brands by evolving or reinventing their narratives, as well as working with startups to craft entirely new brands, products, or services.

With locations in both New York and Paris, we collaborate with a diverse network of top talents experienced in retail, fashion, hospitality, and beauty. We assemble bespoke teams tailored to meet the specific challenges and briefs we encounter.

Our approach is consumer-centered, and we have an exceptional track record of creating campaigns that lead to record-breaking sales and strong business results.

Belle Chasse was founded by Jelena Beliard, a brand strategist, creative director, and entrepreneur. With 20 years of experience working between New York and Paris, Jelena is an expert in reimagining brands and creating experiences that drive relevance, enhance customer engagement, and promote business growth. She excels at assembling and engaging high-performing teams, asking the right questions, leveraging data, and driving large-scale change to achieve ambitious goals.

FOUNDER

Optimistic and curious, Jelena is always in search of what is new and authentic. She holds a B.A. in Graphic Design and an M.A. in Communications from the prestigious Central Saint Martins in London. Jelena lives in New York City with her husband and daughter.


Jelena offers fractional services as an Executive Creative Director and Brand Leader.

Work

New Moon Bag Launch

VANESSA BRUNO

Concept & Art Direction

VANESSA BRUNO

Brand Relaunch Strategy

VANESSA BRUNO

Fall Launch, Concept, & Creative

VICTORIA’S SECRET PINK

Brand Strategy

SCHEDONI

The Daily Bag Launch

VANESSA BRUNO

Brand Strategy

ETAM

Services

Strategic Brand Development

Uncovering your brand’s unique story and providing clarity.

Product Launches

Strategy and concepts for new product launches.

Content Strategy

Determining how, where, and when to communicate and engage with your community.

Experiential Marketing

Creating engaging experiences, events, and partnerships that effectively bring your brand's story to life.

Creative Direction

Developing concepts ranging from image direction, campaign concepts, video, layout, packaging, to in-store experiences.

French Brands

Strategic guidance and support for brand development in the U.S. market

  • UNIQUE PERSPECTIVE

    We blend our European sensibility with American business acumen to create a powerful space where magic meets logic. We immerse ourselves in data, analytics, and cultural trends to provide the best possible solutions. This approach is at the core of our “Belle Chasse” method. 

  • CO CREATION

    We thrive when we collaborate with clients who see us as an extension of their team, allowing us to co-create. This partnership helps us develop a deep understanding of their business, forging a strong connection between brand strategy and business strategy. 

  • EXPERIENCE

    We understand the complexities and cycles within retail organizations and the agility required to develop and implement ideas that drive results. Our experience comes from working with some of the biggest and most successful retailers, including Victoria’s Secret, J.Crew, Coach, Madewell, Vanessa Bruno, and Etam. It is through these experiences that we have honed our sharpness, discipline, and analytical skills, which are essential for starting and growing a business and succeeding in today’s competitive and saturated marketplace. 

Clients

Vanessa Bruno

Sézane

Etam

Victoria’s Secret

Pink

Sessun

J. Crew

Madewell

Coach

Schedonii

Maurices

Zegna

Lemons and Olives

Lacoste

Loro Piana

Golden Goose

Copperstone

Simple Skincare

Contact Us

If you seek clarity for your brand, a thought partner, or are curious about our method, schedule an introductory call or contact us at info@bellechasseny.com