Tiffany partners Net-a-Porter on e-commerce

Tiffany partners Netaporter

Net-a-Porter is becoming the go-to site for fine jewellery brands who want to jump in the e-commerce pool or expand their digital reach. An ideal hand-holding partner, it covers all the bases from having a rock solid back end, inspirational editorial, a global reach and a great relationship with influencers.

Yesterday, Tiffany & Co announced a collaboration with Net-a-Porter slated for 27th April* which will centre around selling the popular T By Tiffany line (my favourite), of minimalist, layering-friendly, everyday pieces designed by Francesca Amphitheatrof. As we know, the everyday fine jewellery category is a growing one, especially now that more women are buying pieces for themselves – often online. “Specifically with fine jewellery, there’s this trend…Women used to wait to be gifted fine jewellery, but we’re finding they’re buying more jewellery for themselves and there doesn’t need to be an occasion,” Heather Kaminetsky, Net-a-Porter’s global vice president of marketing told WWD.

Unlike the Chanel X Net-a-Porter Coco Crush collaboration last year, Tiffany does actually sell online already through its own e-commerce-enabled site. However, Tiffany sees an opportunity to align itself with Net-a-Porter’s fashion-driven audience in 170 countries (Tiffany operates e-commerce in only 13). “We have started the conversation with our customers about style long ago, and the T collection is a very successful fashion jewellery collection,” says Phillippe Galtié, senior vice president of international sales at Tiffany & Co. “But with the Net-a-Porter collaboration, there’s the possibility to reach out to a new and very engaged clientele that might not know Tiffany as well.”

The T By Tiffany line will arrive at Net-a-Porter on 27th April*, but in the meantime, you might want to browse some of the other everyday-luxe jewellery designers on Net-a-Porter. I recommend Charlotte Chesnais, Delfina Delletrez and Repossi for starters…

*UPDATE: It’s arrived! Shop the T By Tiffany edit here


Words: Navaz Batliwalla/Disneyrollergirl
Main image: Tiffany
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