Net-a-Porter Brings Chanel “Digital Pop Up” eCommerce

Welcome to online retail, Chanel Fine Jewellery.

For the first time ever, some of the Paris-based brand’s jewelry will be available online via high-end fashion retail site Net-a-Porter, it was announced late last week (April 10). Via The Telegraph, the limited-edition Coco Crush collection will only be available on Net-a-Porter for three weeks beginning April 15. Coco Crush is a six-piece collection consisting of five rings and one cuff, available in 18-carat white and yellow gold. The price of the jewelry will range from $2,049 to $19,762.

“We are thrilled that Chanel has decided to work with Net-a-Porter on this exclusive initiative,” said Alison Loehnis, president of Net-a-Porter, according to The Telegraph. “Chanel is a brand that we admire greatly and we are incredibly [honored] and proud to partner with them on their first ever fine jewelry eCommerce project. This fabulous collection completely embodies the unequivocal chic Chanel spirit – classic, modern and timeless – that is sure to resonate with the Net-a-Porter customer.”

Fashionista reports that the “digital pop-up” store that Net-a-Porter will dedicate entirely to the Coco Crush collection will be “an entirely bespoke Coco Crush world” featuring 360-degree interactive photography and function on any desktop, tablet or mobile device. The report adds that Net-a-Porter’s tech team, working with Chanel, will build the entire application from scratch.

The exclusive partnership with Chanel comes on the heels of last week’s announcement that Net-a-Porter is merging with Italian eCommerce site YOOX. That deal, expected to close in September, will create the world’s largest online retailer.