Net-A-Porter targets high end with EIP Prive

Net-A-Porter will this month launch EIP Prive, an invitation-only luxury digital destination for its most loyal customers to discover the world’s most sought-after high jewellery and watches. 

The company describes the new services as taking the experience of a private jewellery salon into the digital realm. It will be offered to customers in more than 170 countries, including across Asia.

“The private and personalised online space will offer the ultimate immersive and interactive experience for traditionally offline and highly renowned jewellery maisons,” the company said. Boehmer et Bassenge, Piaget, Boghossian, Bayco, Nadia Morgenthaler and Giampiero Bodino will be the first brands featured on EIP Prive.

The service will include access to a dedicated personal shopper who will help EIPs (Extremely Important People) select from the curated collection.

“Building on the success of our Fine Jewelry & Watch suite, we are delighted to introduce a special collection of exquisite, high jewelry pieces at Net-A-Porter,” said Alison Loehnis, president at Net-A-Porter and Mr Porter. “EIP Prive will offer clients a truly unique opportunity to discover the world’s most exclusive high jewellery maisons through a highly personalised, invitation-only service.”

Along with private viewings of the newest standout, rare jewels and exclusive collections, EIP Prive customers will have access to personalised services including customisation, bespoke requests and sourcing incredible, one-of-a-kind pieces. 


EIP Prive will launch as an invitation only service in July, with further expansions into watches and men’s planned for late 2019, further establishing Net-A-Porter and Mr Porter as the go-to authorities in the high jewellery and watch space.

Net-A-Porter says its personal shoppers will receive diamond and gemstone education from the Gemological Institute of America.

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