Chanel Tests Net-a-porter Shop

LONDON — Ahead of its dive into e-commerce next year, Chanel is testing the digital waters with a shop-in-shop at Net-a-porter.com for a capsule collection of fine jewelry called Coco Crush. The six-piece collection will make its debut on Wednesday, with a digital shop-in-shop selling five rings and one cuff designed by Chanel’s Studio of Creation. The shop will remain open for three weeks after the launch before moving to Chanel stores across the globe. The pieces draw on the world of Coco Chanel and feature the brand’s signature matelassé or quilted pattern, on 18-karat white and yellow gold designs. Chanel first used the matelassé for jewelry in 1993, when it officially branched into the bijoux business. The temporary space is Chanel’s first e-commerce project, and a new concept for Net-a-porter, whose in-house team built the shop-in-shop from scratch using Cloud-based technology. The understated yet tony collection is meant to attract a wider audience and be worn in the daytime. Rings are expected to retail between 1,970 euros and 3,250 euros, or $2,133 to $3,520 at current exchange, while the cuff will go for 19,000 euros, or $20,580. “What we wanted to do was an exclusive digital launch, and we thought it was a good

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