Luxury e-commerce player Net-A-Porter has launched a new, invite-only digital destination called EIP PRIVÉ, which gives its most loyal customers access to exclusive jewellery pieces.
The service, which is available in 170 countries including Australia and New Zealand, provides an ultra-luxury, personalised, interactive shopping experience, with a personal shopping assistant available 24/7 through a personal landing page, email or WhatsApp.
“Building on the success of our Fine Jewellery and Watch suite, we are delighted to introduce a special collection of exquisite, high jewellery pieces at Net-A-Porter,” Net-A-Porter and Mr Porter president Alison Loehnis 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.”
EIP PRIVÉ, which translates to Private EIP (extremely important people), also helps to facilitate product pick-up, hand delivery, and “Try Before You Buy” services, as well as customised jewellery, bespoke requests and assistance in sourcing one-of-a-kind pieces and rare stones.
“The sky is the limit in terms of customisations of the pieces, we can arrange anything from different metals, different stones and personalisation with the maisons,” Net-A-Porter global buying director Elizabeth von der Goltz told Inside Retail.
“Our customers have been coming to us for some time to request bespoke or customised jewellery items off site – in fact, offsite sales for custom and bespoke pieces have grown 420 per cent this season alone.”
EIP PRIVÉ will expand into watches and men’s products later in 2019.