Net-A-Porter launches invitation-only luxe jewellery offer for VIPs

By

Sandra Halliday

Published
Jul 3, 2019

Net-A-Porter is continuing to add to its special treatment of its VIP customers with the launch this week of a private online jewellery e-salon that’s an ultra-exclusive invitation-only shopping platform.

On Wednesday, it launched EIP Privé (with EIP standing for Extremely Important People) as an invitation-only option for its loyal and highest-spending fine jewellery customers. It will also extend it to watches and men’s later this year.

It’s a reflection of the success of the e-tailer’s move into fine jewellery and watches only last year and highlights how a luxe category few thought would work online is being transformed by attention to detail and a focus on the customer’s wants and needs.

Online shopping may have been fairly democratic until now (no need for shoppers to feel intimidated by actually venturing into grand luxury stores), but as high-end brands and retailers have embraced the channel, we’ve seen more and more initiatives offering the wealthiest customers extra services to let them know they're truly valued.

And it’s understandable that anyone selling jewellery for tens of thousands of pounds would want its customers to feel they’re special. 

Brands taking part in EIP Privé include Boehmer et Bassenge, Piaget, Boghossian, Bayco, Nadia Morgenthaler and Giampiero Bodino with the new service including a dedicated personal shopper team and the ability to source one-of-a-kind and rare pieces, as well as pieces that can be made to order or customised. The personal shoppers will also be able to make private appointments for clients, wherever they are in the world. And customers will be able to try before they buy with items being delivered by hand in over 170 countries.

Alison Loehnis, who’s president of both Net-a-Porter and Mr Porter, said: “EIP Privé will offer clients a truly unique opportunity to discover the world’s most exclusive high jewellery maisons through a highly personalised, invitation-only service.”