Net-a-Porter debuts invite-only jewelry service, EIP Privé, built on loyalty and luxury.

Why it matters

  • Selling jewelry online is one of the more difficult feats, particularly for ecommerce businesses. While Net-a-Porter launched fine jewelry and watches in 2018, the debut of EIP Privé suggests that a regular ecommerce experience isn’t enough to get its shoppers—with an average age of 38 and a household income of $170,000—interested.
  • As of writing, Net-a-Porter has not highlighted its new jewelry category in any of its marketing emails since launching last week, according to the Q3 2019 Megaphone Report—a testament to its focus on exclusivity and customization, not only through an invitation-based service, but also through its offering of one-of-a-kind SKUs and items that until now were only available offline.
  • While various direct-to-consumer brands have cropped up to sell jewelry products at an accessible price, including AUrate and Rocksbox, many have struggled in the face of falling online jewelry sales. Net-a-Porter’s gamble is that by selling a luxury experience, which it has used to cultivate trust and loyalty among its shoppers in the past, it will gain traction in this premium category.