Gelato Pique is a Japanese loungewear brand built on a single idea: roomwear that feels like a wearable dessert. Its signature gelato fabric, soft pastel palette, and playful collaborations with the likes of Peanuts, Star Wars, and Sesame Street have made it a cult favourite for pajamas, robes, and home goods. Gelato Pique USA brings the brand to American shoppers direct-to-consumer through Shopify, with collections for women, men, home, and even pets.
Gelato Pique's loungewear is a natural gift. A large share of first orders arrive around birthdays, holidays, and special occasions, then the buyer disappears until the next one. Launching in the US, the brand needed a loyalty program that felt as considered as the product: something that would recognise its most devoted customers, bring occasional gift-buyers back between occasions, and hold the whole thing together inside a branded account experience rather than a generic widget. It also had to plug straight into Klaviyo so loyalty and email could work as one system.
Gelato Pique launched The Pique Club on Mage. Customers earn 10 points for every dollar spent and redeem them for a ladder of coupons, from $5 off at 1,500 points up to $50 off at 8,300. Three VIP tiers, Dreamer, Lover, and VIP Sleeper, multiply earning as members spend more. A fully branded loyalty page and Mage Customer Accounts give members one on-site home for points, rewards, gift reminders, wishlist, orders, and profile, so nobody is ever sent off-site to check an order. Gift Reminders let customers save the dates that matter for the people they love, and Mage sends 15% off ahead of each one. Referrals and a wishlist round out the program, and everything syncs to Klaviyo. After a three-month soft launch, the program went live to the full customer base at the start of September 2026.
Members earn 10 points per $1 spent, plus bonuses for signing up, following on Instagram, and setting a gift reminder. Points redeem for coupons from $5 off at 1,500 points up to $50 off at 8,300.
Three tiers, Dreamer, Lover, and VIP Sleeper, with two reasons to climb: a coupon the moment you enter a new tier, and a bigger points multiplier on every order from then on. Reach the top tier and every dollar earns 1.5x points.
Customers save up to five recipients and their occasions, earning 50 points per reminder. Ahead of each date, Mage emails them 15% off their gift so it arrives on time.
A slide-out account panel that keeps the whole experience on-site. Members see their points balance, jump to their rewards or gift reminders, browse their wishlist, recently viewed items, and community favourites, grab their refer-a-friend code, check orders, and update their profile, all without ever leaving the store.
A Pique Club page designed to match the brand's soft, pastel aesthetic, with earning, tiers, and rewards laid out for members and prospects alike.
Friends get $30 off their first order of $150 or more, and the referrer earns a $30 coupon once that first purchase goes through, with device and IP fraud protection built in.
Shoppers save the pieces they love and return to them from their account, a natural fit for a brand that gets gifted.
Points, tier, and gift-reminder data flow into Klaviyo so every loyalty moment can trigger an on-brand email.
Gelato Pique is bought as a gift as often as it is bought for oneself, so the brand made gifting part of the loyalty program. With Mage Gift Reminders, a customer sets gift notifications for the people they shop for and the dates that matter: a partner's birthday, Mother's Day, an anniversary. In the lead-up to each occasion, Mage emails them a reminder with 15% off to spend on that person, timed so the gift arrives on the day. Setting a reminder earns 50 points on the spot, so members have a reason to fill in their calendar the first time they see it. Every reminder is then a scheduled reason to come back, captured at the moment a customer is already thinking about who they buy for. For a brand whose products live in that gift-giving moment, it turns a once-a-year purchase into a calendar of them.
The launch email Gelato Pique sent to introduce The Pique Club, and the live rewards page where members earn, redeem, climb tiers, and set gift reminders. Scroll through both below.
