It’s been a while coming but Net-a-Porter is about to unveil its fine jewellery and watches hub at the end of the month. With more interest from women buying high-end jewellery for themselves (who needs husbands?!), plus the rise of the online luxury customer, there’s no better time to sell hard luxury online.
To date, Net-a-Porter has dabbled with a handful of legacy jewellery brands, including online pop-ups for Cartier and Chanel and collaborations with Tiffany, Piaget and Pomellato. It identified a big opportunity with the Asian markets, targeting net-savvy luxury millennials with a Cartier campaign last year, which saw £65,000 Panthere watches snapped up via WhatsApp without a second thought.
Hesitant brands have used Net-a-Porter almost as a test bed for e-commerce campaigns, tapping into its well-heeled customer base and wealth of tech experience. Key to Net-a-Porter’s appeal is its reliance on content to tell stories around heritage brands and to educate its customers on provenance and craftsmanship. But how to do that in a modern and engaging way? With moving image of course – the plan is to use video to help grow the department by more than 300% by 2020.
As buying director Elizabeth von der Goltz puts it, “customers trust us with high-ticket items and they love how we put them in a fashion context so they appear more wearable, like a true accessory.” Expect to see a deluge of hard luxurists joining the Net-a-Porter fine jewellery hub in the coming months.
WORDS: Disneyrollergirl/Navaz Batliwalla
IMAGES: Net-a-Porter fine jewellery
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