Net-a-Porter to Debut VIP-Only Site

RAPAPORT... High-end online retailer Net-a-Porter isset to launch an invitation-only digital platform, selling exclusive jewelry toits most loyal members. From later this month, customers whohave been awarded EIP (Extremely Important People) status by Net-a-Porter willbe able to access EIP Priv?(C), a "private and personalized online space" within the Net-a-Porterwebsite. The digital "destination" promisescustomers "the ultimate immersive and interactive experience for traditionallyoffline and highly renowned jewelry maisons." Exclusive collections initiallyfeatured on the site will include Boehmer et Bassenge, Piaget, Boghossian,Bayco, Nadia Morgenthaler and Giampiero Bodino. Further designers willbe added later this year, when the e-tailer plans to expand EIP Priv?(C) to offerwatches and its men's brand, Mr Porter. The launch follows the creation of Net-a-Porter's FineJewelry & Watch platform - which is open to all customers - in April lastyear. "Building on the success of our Fine Jewelry & Watchsuite...EIP Priv?(C) will offer clients a truly unique opportunity to discover theworld's most exclusive high-jewelry maisons through a highly personalized,invitation-only service," said Net-a-Porter and Mr Porter president, AlisonLoehnis. The new luxury platform will include private viewings, bespoke requests andthe ability to source unique pieces. EIP Priv?(C) will also feature a team ofpersonal shoppers who can arrange private appointments for EIPs anywhere in theworld. Net-a-Porter, which has been a member of the Responsible Jewellery Council since2014, provides all of its personal shoppers with comprehensivediamond and gemstone education from the Gemological Institute of America (GIA). Image: Jewelry from the new service. (Net-a-Porter)