Watch out Net-a-Porter, Matchesfashion and Farfetch; Finematter is the fine jewellery site coming to steal your crown.
I first got wind of the Danish DTC jeweller (pay wall) a few weeks ago. Founded by Caroline Chalmer and Mie Ejdrup, two retail strategy veterans, with influencer Pernille Teisbæk on board as a creative advisor, it’s the clean, serene jewellery etailer for the #OldCeline set and, crucially, the woman who buys fine jewellery for herself.
Brands on board include Aligheri, Repossi, Charlotte Chesnais and Anissa Kermiche, and products are photographed on models in minimalist Scandi styling as befits the cool, millennial target customer. Editorials in the ‘Journal’ are shot by the likes of Henrik Bülow, with interviews featuring industry darlings like Gaia Repossi. Rather than holding stock, product is selected and photographed by Finematter, while orders are fulfilled via the designers’ own studios. It all looks lush.
The site launched last week and you can shop its edit here.
WORDS: Disneyrollergirl / Navaz Batliwalla
IMAGE: Finematter DTC jewelry
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