‘The sky’s the limit’: Inside Net-A-Porter’s new jewellery range

Luxury e-commerce marketplace Net-A-Porter has just introduced a new invitation-only offering for its most loyal customers. Called EIP PRIVÉ (or Private EIP for “extremely important people”), the service gives customers access to a dedicated personal shopper, accessible 24/7 through a personal landing page, email or WhatsApp.

It also offers a try-before-you-buy service, as well as delivery to more than 170 countries, including Australia and New Zealand. 

EIP PRIVÉ builds on the success of the retailer’s fine jewellery and watch suite, according to Net-A-Porter and Mr Porter president Alison Loehnis, and will offer access to the world’s most exclusive, high-end jewellery maisons.

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Net-A-Porter global buying director Elizabeth von der Goltz told Inside Retail Weekly that their customers have long been requesting the ability to commission bespoke or customised jewellery offsite. In fact, offsite sales have grown 420 per cent this season alone.

“We are excited to be able to offer our EIPs a truly interactive and personalised service,” said von der Goltz. 

“Along with private viewings of the newest standout, rare jewels and exclusive collections, EIP PRIVÉ will provide access to personalised services including customisation, bespoke requests and sourcing incredible, one-of-a-kind pieces and rare stones.

“The sky’s the limit in terms of customisation of the pieces. We can arrange anything from different metals, different stones and personalisation with the maisons. We can arrange to fly to the customer to show the pieces, or we can arrange visits to the atelier – we are really trying to bridge the gap between online and offline.”

The products available will be exclusive to the service for three months and the brands involved will rotate four times a year. Currently, EIP PRIVÉ offers products from Boehmer et Bassenge, Piaget, Boghossian, Bayco, Nadia Morgenthaler and Giampiero Bodino. 

“We are so lucky to have the opportunity to launch with these brands, as nowhere else in the world showcases these brands all together,” von der Goltz said. 

“There is a level of trust with the customer and the brands that allows us to create services such as this. It is something that is truly unique to the market and the appeal for our customers.”

The next brand lineup will be announced just before Christmas. Net-A-Porter also expects to diversify the offering into watches and men’s products later in 2019. 

The future is ultra-personal

According to Accenture retail lead Michelle Grujin, customers have different expectations and desires now that they have the ability to shop anytime, from anywhere, in any way. 

“They expect more from their brands than the simple purchase of a product,” Grujin said. 

“They want expertly curated, ultra-personal experiences.”

This desire is particularly strong in younger consumers, Grujin said, with 69 per cent of millennials expressing interest in personalised brand experiences.

“Whether it is wardrobe suggestions tailored to individual customers’ tastes, or interior design advice that recognises a shopper’s specific needs, we have seen the demand for this form of curated expert service is here to stay,” Grujin said. 

While consumers have traditionally worried about handing over personal data, a recent Accenture survey found that consumers are willing to do so in return for something they value, such as automatic credits for redemption and loyalty points (64 per cent), access to exclusive deals (60 per cent), or the ability to gain points and rewards (56 per cent).

“Australian retailers and brands are changing. It’s hard to personalise an offering to every consumer and there’s still work to do,” Grujin said.

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