Tod’s appointed the 33-year old Italian entrepreneur, fashion influencer and blogger Chiara Ferragni to its board in an effort to better approach young consumers. The news boosted Tod’s’ share price by 14 percent and added about €100 million to its market capitalization.

The Italian footwear company said it is “certain” that with Ferragni’s knowledge of young people and the experience of its board members, it can build a team “dedicated to projects focused on solidarity” with a ”strong attention” to youth.

“Chiara’s knowledge of the world of young people will certainly be precious,” added Tod’s’ chairman Diego Della Valle.