LONDON — Net-a-porter has been on a mission to persuade e-commerce-shy, hard and soft luxury brands to embrace the digital world, and the pitch has worked with Buccellati, which will launch as an exclusive on the site on March 15.This is the first time the Italian fine jewelry label is selling its products online. It will debut on Net-a-porter with 22 styles from signature collections such as Macri, Hawaii and Rombi.The edit includes a range of rings, earrings and necklaces in variations of 18-karat gold and diamonds. Among the highlights are earrings and rings with interlaced gold circles and stackable cuff bracelets with star-shaped diamonds.Prices range from 5,000 pounds to 100,000 pounds, or $6,090 to $121,806 at current exchange.Andrea Buccellati, the brand's president and creative director, said the partnership combines "our heritage and craftsmanship with a pioneering platform for luxury brands."Net-a-porter has been expanding its fine jewelry category and raising the average prices for the pieces on offer. Its current selection includes a mix of younger labels such as Venyx and Noor Fares and more established ones, including Tiffany & Co., which launched exclusively on the site last year, and Pomellato.Net-a-porter carries Pomellato's Tango collection, which features rubies, emeralds and sapphires. Previously, it was only available by appointment in the brand's stores.In 2015, Net-a-porter created a digital shop-in-shop for Chanel for a capsule collection of jewelry called Coco Crush.Net-a-porter has also introduced fine watches, with an exclusive global collaboration with IWC Schaffhausen. Those timepieces launched last November across both Net-a-porter and Mr Porter platforms. The fine watch collection by Tiffany & Co. is also slated for introduction on the site later this year.The e-tailer's fine jewelry buyer Sophie Quy said customers are becoming more comfortable purchasing higher-priced items online, and as fine jewelry becomes more fashion-driven, they are buying it alongside their new-season ready-to-wear and shoes.When it came to Buccellati, Quy said she was drawn to the brand's craftsmanship and the versatility of the pieces, which can work from day to evening and can also be stacked — a key jewelry trend during the last few seasons.Net-a-porter has also been helping people to buy fine jewelry and watches online, with 24-hour customer services and a dedicated team of personal shoppers for top customers, who are able to pre-order pieces or visit the company's headquarters to preview the items in one of its shopping suites.Fine jewelry is a fast-growing category on the site, and the company has said the trend is for women to buy for themselves rather than wait to receive it as a gift.High-end fine jewelry isn't the only bauble category that Net-a-porter is pursuing. Last year it launched Demi-Fine, a collection meant to bridge fashion and fine jewelry, offering pieces made from solid gold and silver, all with a contemporary design. The category launched with five jewelry brands: Catbird NYC, Sarah & Sebastian, Wwake, Saskia Diez, and I and I.
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