After a small blip, Net-a-Porter has finally unveiled its shiny new sub section. And the result is just that – beautiful, sleek and very chic. Back story: Net-a-Porter announced it would be upping its hard luxury game a few weeks ago with a proposed go-live date of mid April. In typical tech fashion, it wasn’t ready in time so was pushed to the end of the month. And now here it is, the final edit is live and accompanied by what N-A-P does best, smart, shoppable content.
Cast your mind back to the early 2000s and you’ll recall our disbelief that people would buy luxury clothing online. Almost 20 years later (yikes, time flies!) we’re in a similar place with fine jewellery. Most high end jewellery brands have only just started dipping a toe in the e-commerce and content pool, so Net-a-Porter is stepping up to help things along. It already has the clientele, the content know-how and – crucially – the trust that it understands how to sell in this space. It has been testing the waters in recent years with pop-ups for the likes of Chanel and Tiffany jewellery and Cartier watches, and presumably those brands have seen happy results.
One of the smart things about the Net-a-Porter fine jewellery & watch suite is the potential for in-depth evergreen content. Articles such as the ones on how to choose stones and brand profiles will guide the reader’s purchases and no doubt bring some search juice to the site too.
But the edit of product and brands is what we’ll all be watching closely. At Net-a-Porter’s recent press presentation it highlighted the rise of smaller Instagram-friendly brands for customers who want something different and to feel like early adopters. While it is selling mega brands like Chopard, Piaget and Jaeger-LeCoultre, I guess it will also want to break the cooler new fine jewellery designers who are still under the radar. As women continue to buy hard luxury for themselves, I imagine it’s these confident smaller brands they will gravitate towards rather than some of the more obvious ‘status’ names.
Here’s my edit of the pieces to look out for…
Anissa Kermiche is reigniting the love for pearls with her thoroughly modern pieces. I’m not really the blingy type, but I could be swayed by this 18-karat gold ring with its scattering of grey diamonds and single floating pearl
Melissa Joy Manning I love the simple sculptural hoop earrings made from recycled14-karat gold and drop earrings dangling with rough cut stones
Ana Kouri describes her single earrings decorated with pearls and diamonds as ‘organic extensions of the body’. A simple way to elevate your summer basics of oversized shirt or little black turtleneck
Mateo 2017 CFDA/Vogue Fashion Fund Finalist Matthew Harris looks to modern artists for his pearl and diamond jewels. I like the everyday glamour of these linear diamond-framed freshwater pearls
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WORDS: Disneyrollergirl/Navaz Batliwalla
IMAGE: Net-a-Porter fine jewellery
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