Sébastien Pagès is the founder of The Augmented Maison — a strategic advisory and proprietary intelligence firm for luxury Maisons navigating agentic commerce, AI-mediated discovery, and the redefinition of brand sovereignty. He is also the founder of AUGMA, the SaaS AI Brand Monitor positioned as the narrative coherence layer for luxury Maisons.
Sixteen years inside the most demanding luxury Maisons: Dior Couture, Christie’s, Vilebrequin, Diptyque Paris — where he served as Executive Director Digital & E-Commerce and sat on the Executive Committee.
Track record
Diptyque Paris — Executive Director Digital & E-Commerce, Comex
Led the complete digital and e-commerce transformation of the Maison. Built a digital flagship designed as an extension of the physical boutique — preserving the sensorial gesture, the olfactory slowness, the ritual of discovery. Digital was never an isolated channel; it was the architectural extension of the in-store experience.
Principal outcome: eight-fold increase in e-commerce revenue. Not the fruit of performance marketing alone — the result of an operating-model redesign: team reorganisation, platform overhaul, data instrumentation, alignment with physical boutiques, progressive international rollout. As an Executive Committee member, contributed to strategic decisions beyond the digital perimeter — assortment, expansion, distribution model, structural technology choices.
Christie’s — International digital leadership
Doubled online auction revenue to $75 million. Worked on the specificity of digitised auction commerce: tension between the urgency of real time and the slowness of authentication, between the exclusivity of the object and the global reach of the platform. Built an experience that preserved the gravity of the bidding moment despite digital mediation.
Vilebrequin — Digital leadership
Redesigned the digital and e-commerce strategy of the Saint-Tropez Maison. Worked on the digital translation of the Mediterranean identity, US and Asian market deployment, balancing product seasonality with brand permanence.
Dior Couture — Digital transformation
Contributed to the digital transformation of the most emblematic couture Maison on Place Vendôme. Worked on technical architectures, customer journeys, and the instrumentation of VIC client data.
Editorial signature
Sébastien combines deep operational understanding of the Maisons (he worked inside, not adjacent to them) with an intellectual reading of the ongoing transformations. He publishes regularly on two editorial territories: The Sovereign Client, a series on the new client relationships in the age of AI, and The Grammar of Luxury, a foundational series on luxury codes in algorithmic ecosystems.
What Sébastien brings to a Comex
Three things that rarely coexist. First, a verifiable operational track record. The ×8 at Diptyque is not a marketing number — it is a P&L reality. The teams he led exist. The platforms he built run. Second, an intimate understanding of luxury codes. He knows why a luxury Comex decides differently from a retail Comex, why a Creative Director isn’t handled as an ordinary internal client, why silence on certain pieces is worth more than promotion on others. Third, an early reading of the AI shift. Where most consultants discover agentic commerce, Sébastien instruments it — that is precisely what AUGMA does, and what distinguishes his advisory from an informed opinion.
Contact
47 rue Vivienne, 75002 Paris · sebastien@theaugmentedmaison.com · LinkedIn