Net-a-Porter launches invite-only jewellery shopping platform for VIPs

Traditionally, those buying a piece of jewellery worth tens of thousands of pounds would do so in a private jewellery salon.

Appointment-only face-to-face meetings with jewellery dealers, designers or brands, these salons provided a discrete and intimate space in which to sell bling worth more than most people would pay for a house.

As of tomorrow, Net-a-Porter will move this salon experience online, with the launch of EIP Privé, an invitation-only digital ‘destination’ for its most loyal customers (Extremely Important People, as they call them) to discover the world’s most sought-after high jewellery and watch exclusives.

EIPs will be invited based on their previous interest in the category, and will be send a unique link to view the locked page on Net-a-Porter’s website.

Stocking one-of-a-kind and super rare pieces from high jewellery maisons such as Boehmer et Bassenge, Piaget, Boghossian, Bayco, Nadia Morgenthaler and Giampiero Bodino, the curated area promises to ‘take the customer on an online journey.’

Along with private viewings of the newest standout, rare jewels and exclusive collections, EIP Privé will provide access to personalised services including customization, bespoke requests and sourcing incredible, one-of-a-kind pieces. There will also be a team of dedicated Personal Shoppers who’ll be able to arrange private appointments, wherever the customer is in the world. Net-a-Porter will offer secure pick up and hand delivery in more than 170 countries and a “Try Before You Buy” service.

“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,” said Alison Loehnis, President at Net-a-Porter in a statement.

EIP Privé will launch as an invitation only service in July, with further expansions into watches and men’s planned for late 2019.