The retailer has moved jewelry to the second floor of its flagship.
Seven pieces were unveiled at a lunch on Thursday, with the full collection to launch during Paris Couture Week in July.
Haute Victoire and Ceremony are bypassing wholesale to keep their fine jewelry attainable.
The pilot program, called GemFair, is aimed at small-scale miners in Sierra Leone.
Paper Flowers encompasses both fine and high jewelry designs.
The luxury brand is showcasing work from the Fondation Cartier pour l’art contemporain’s collection, as well as additional work from rising Chinese artists, at the Power Station of Art in Shanghai.
Designer Alison Chemla tapped Emily Ratajkowski to model in the new affordable brand’s look book.
The company has introduced a shopping area dedicated to the category at Net-a-porter.
The gifts from Prince Sadruddin Aga Khan to his wife are on display at L’École, the School of Jewelry Arts.
Scott said that this was a key step for her company toward its vision of an all-encompassing lifestyle brand.
Small-size brands including Agapanthus, Aonie, Francesca Villa and Lia Di Gregorio are banking on online shops to gain international appeal and visibility, in addition to sales.
The jeweler’s dramatically shifted its ad spend from traditional to non-traditional channels, such as social media and events.