On Wednesday, the French jeweler will launch boucheron.com, a sales site offering the full range of fragrance, watches and jewelry, including made-to-measure and customized items.
"This is a client-centric site and our mission is to serve," said Jean-Christophe Bedos, Boucheron's chief executive. "So many luxury jewelers have the problem of 'door phobia,' when potential customers are afraid to walk into a store because they fear they'll be judged. This site offers privacy, anonymity and all of the services they would get in the store, and they don't have to be afraid of asking too many questions."
Bedos said while the Internet used to be a "boys' toy" for shopping, more women are buying from home and the company is hoping to catch that customer, as well.
Although Boucheron is at the vanguard of jewelers taking their luxury offer on line, it is not the first in Europe. British jeweler Boodles launched an e-commerce site in early 2005, and the new site AstleyClarke.com offers fine jewelry and diamonds by designers including Pippa Small, Carolina Bucci and Flora Astor.
De Beers, the diamond jewelry firm, launched e-commerce offering a selection of its pieces in the U.S. only this year, while Tiffany has had an e-commerce site for several years.
Bedos said the site will also offer wish lists, personal shopping and services for customers who want to save for specific purchases. It will also sell gift certificates.
The site will offer moving displays of the jewels and a zoom function for close-up inspections. There are options for hiding prices, creating price parameters for clients on a budget, and a printable sizing chart for rings and bracelets.
Bedos foresees some customers using the site to research a purchase and then going into the store to try on items, return them or simply ask questions. In addition, a Paris hotline will be available to customers to arrange deliveries or answer questions.
Every price point will be on offer — "Not just first price or commercial lines, like some other jewelry retailers," he said — and all deliveries will be made via UPS. Boucheron will deliver worldwide, and there are plans to extend the site to the U.S. and Japan.The customization service will allow clients to transform pieces from the Boucheron archive with the click of a mouse, sprinkling diamonds, emeralds and rubies where they want. The first design will be a chameleon brooch.
The made-to-measure service will be offered in conjunction with Thierry Robert, Boucheron's gemologist, who will source gems and help the customer match them with settings.
Bedos said that in a way the site is an extension of the service Boucheron provides to its big-spending customers. He said Boucheron staffers regularly hop planes to see specific clients and take orders. Now, he said, shoppers can buy Boucheron from their homes.
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye