SUITE YOURSELF
Net-a-Porter’s Global Buying Director, Elizabeth von der Goltz, on why online is where to go for your bijoux needs. By Charmaine Ho
Tell us about Net-a-Porter’sP Net-a-Porter’s (NAP) Fine Watches & Jewelry Jewellry Suite.
Our customers are digital digit tal savvy and have shown ample desire desired to purchase such products online. We are getting more requests quests from EIPs (or “Extremely Important mportant People”) wanting us to help source something special al for them.This is one of the many reasons why we launched the Suite last April. It offers a space for our clients to see incredible, talented brands at all [price] points. Earlier this year, we launched a by-invitation-only digital designation for our most loyal customers to discover the world’s most sought-after high jewellery and watch exclusives. All our personal shoppers have received training from the Gemological Institute of America, thus allowing the team to deliver on-demand expert advice with authority.We educate our customers on diamonds, storage and care. Most importantly, we provide them with style inspiration from our dedicated team of buyers and editors.
What do you feel has led to the success of this arm of the business?
We are able to show the customers a curated selection of high jewellery and watches that is chosen specifically for them.Through this platform, customers can not only view some of the world’s most sought-after designs, but also connect directly with a personal shopper 24/7, discuss custom pieces, visit ateliers or arrange to try pieces in their homes. Whatever the request, we are able to meet it. Digital innovation is vital to our business. Earlier this year,YOOX Net-a-Porter Group announced a partnership with Instagram to become the first multi-brand luxury fashion retailer to join Checkout—an innovative new feature that offers NAP and MR PORTER’s followers an exciting and innovative way to shop its products without having to leave the Instagram app.
What are some of the buying trends that you have seen emerging from the purchases being made?
Out of the 57 Fine Jewellery brands we carry, excluding Hard Luxury brands owned by groups, 74 percent are run and owned by women.This category has always been an area we’ve seen talented women go into and that percentage is still increasing, which is great to see. Our strongest category is earrings—the offerings vary from big statement pieces by Kimberly McDonald and YEPREM, to small Maria Tash studs. And we’re seeing a huge increase in single earrings as well as styles sold in pairs. Although our customers love diamonds, we’re seeing a nice reaction to more colour, especially sapphires and emeralds. Our customers want colour and [this] has translated in brands’ designs as well. ■