The Boutique Consultancy

Kirsty Newman founded The Boutique Consultancy after almost 20 years building commercial growth at L’Oréal Group and Coty, across brands such as YSL Beauty, Giorgio Armani Beauty, Lancôme and Rimmel. Gaia Gabiati, their Consulting Lead, ran teams and operations at Harvey Nichols, Virgin Active, Third Space and Soho House before moving into luxury aesthetics clinics. Together they give founder-led beauty, wellness and luxury brands senior commercial thinking, and then they stay to do the work. Their flagship, THE90, is a 90-day sprint on one commercial priority, run alongside the founder’s own team.

We know them first as partners. Kirsty and Gaia lead the commercial strategy, and we deliver the marketing, the websites and the search work that turn a plan into something live. Some of their clients’ projects are ones we work on together.

Their own website ran on Wix. We pitched several homepage directions in June, then built the new site: a home page, a page for THE90, eight service pages and a blog Kirsty and Gaia can publish to themselves. We moved all 22 articles across from the old site and redirected every old address Google knew to its new home. The site went live on their own domain on 1 August 2026.

Then we built it to be read by search engines and AI assistants. Every page carries structured data, which are labels that tell Google who wrote it and what it is. The site has an llms.txt file, a short guide written for AI assistants. The articles answer the questions their buyers ask, from Kirsty’s and Gaia’s own experience, and each one is approved by them before it goes live. The site now has 70 articles, up from 22, and 14 sector pages, one for each kind of business they serve, from beauty brands and aesthetics clinics to spas and fitness studios.

The first search numbers are in, and they are early. In October the site averaged a first-page place on Google for 25 searches that do not contain their name and were shown at least three times, against 6 in June on the old site. October also brought more clicks from Google than any month since our records began in May. The total number of times Google showed the site is not yet back to June’s level: 2,686 in October against 3,364 in June, a month that included a two-day spike. The week to 4 November was the second-highest of the 24 weeks we have, behind only that spike. The sector pages went live in November, so they are not in these numbers, and we have not yet measured how often AI assistants mention them. We will update this page in January 2027.