Chanel Tests the E-Commerce Waters with Fine Jewelry Launch at Net-a-Porter

A lot of murmuring has gone on about Chanel’s interest in e-commerce recently, and the brand’s interest in exploring the medium is clear. This morning, Chanel took another step in that direction, debuting the Chanel Coco Crush Fine Jewelry Collection in a pop-up shopping site at Net-a-Porter.

This launch is the latest in a series of events building toward eventual in-house e-commerce for the brand. First, Chanel announced plans to harmonize its global prices, which would make selling online a more seamless endeavor for a global business. Then, a Chanel exec told Women’s Wear Daily that the brand’s own online shopping could launch as early as next fell.

The Net-a-Porter exclusive collection launched this morning consists of five rings and one cuff, all rendered in 18k white or yellow gold with scores that approximate the quilting on the brand’s iconic bags. The jewelry will be available through May 6 and retail for prices ranging from $2,150 to $20,500. Several of the pieces have already sold out.

When the partnership was announced, Benjamin Comar, international director of Chanel Fine Jewelry, told Women’s Wear Daily that the pop-up shop at Net-a-Porter is intended as a “one-time shot” instead of a long-term cooperation that will grow to include more categories or products on the popular luxury shopping site. (Still, we can dream.)

Not only does the move mark a small evolution in the French behemoth’s strategy toward reaching its customers, but it marks a great opportunity for Chanel fans who don’t live near a boutique to pick up a new piece of jewelry. Check out the line below, or shop the full pop-up experience via Net-a-Porter.