LONDON — Net-a-porter has another exclusive up its sleeve: Pomellato’s Tango collection, a new range by the Italian fine jeweler.
The collection consists of 13 pieces that stand out for their voluminous shapes and bold use of color, including pink rubies, violet sapphires and emeralds.
Chain bracelets and earrings feature multicolored stones set in rose gold, and hoop earrings with stones set in different directions are designed to catch the light from all angles.
Net-a-porter is the first retailer to carry the Tango bracelets in pink and blue sapphire. They were previously only available to view by private appointment in Pomellato stores.
The Tango exclusive is part of an ongoing relationship between Pomellato and Net-a-porter. In November, the Italian brand entered its first e-commerce partnership with the online retailer.
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Sabina Belli, chief executive officer of the Pomellato Group, said Net-a-porter mirrors Pomellato’s values.
Net-a-porter began by launching 33 styles from Pomellato’s Nudo collection, which includes classic gold or diamond rings, pendants and drop earrings embellished with colored stones.
Sophie Quy, Net’s fine-jewelry buyer, said sales have been evenly spread across products, with customers often making multiple purchases, as they are designed for stacking.
As for Tango, Quy added there is an appetite from the customer for that particular level of quality and price point.
“The price point is significantly higher on this collection, but we know it’s what our customer is looking for. Many women don’t have access to Pomellato stores so we will be introducing these pieces to a global market. Aesthetically, this is what Pomellato does best in terms of colors, designs and craftsmanship,” she said.
“As a business, we are able to sell across all price points. The highest-priced item we’ve sold this year has been a $60,000 ring. Our strategy is to offer beautiful jewelry across all price points and cater to a customer who loves newness and exclusivity.”
Six pieces from the collection, including the rose gold, diamond and pink sapphire loop earrings and a series of diamond rings, launched on Net-a-porter on Monday, with the remaining 7 pieces set to drop on June 3.
Prices range between 5,600 pounds, or $8,190, and 39,300 pounds, or $57,481.
The e-tailer has also recently partnered with Tiffany & Co. as the only global wholesale channel for its T collection.
Future launches include the American fine jewelry brand Andrea Fohrman and Beirut-based brand Yeprem.
“We’ve seen an enormous increase in interest for fine jewelry from our customers, with sales growing incrementally over the last four years. It’s also become more of a fashion category and because of this, there has been a huge rise in self-purchases. We even see a significant number of purchases coming from the mobile app,” added Quy.