Wednesday, October 17, 2018

Dover Street Market & Farfetch Team Up On Digital Jewellery Hub

At surface level, Dover Street Market and Farfetch might not appear to have much in common. The former, a hallowed concept store famed for its unique edit of offbeat brands and the glorious environments it allows them to showcase their worlds in. The latter, a leading innovator in the online shopping arena, which is constantly driving expansion. In unexpected fashion news, the two retailers have collaborated on a digital jewellery hub.

Entitled “Farfetch Curates – Dover Street Market Jewellery Edit”, the platform will combine Dover Street Market’s jewellery expertise with Farfetch’s global reach, so emerging designers and fine jewellery brands alike can capitalise on Farfetch’s vast network of shoppers. A win-win, right?

“We have had an online presence with jewellery on our own site for many years, but in a small, very curated way,” Dover Street Market vice president Dickon Bowden and director of jewellery Mimi Hoppen tell Vogue of the project. “Our designers were very happy to be involved in this project – they understand the power of ecommerce and the huge potential that Farfetch holds for them. And they know that our intention is to support and grow their businesses together in a way that is right for them.”

The selection includes new collections from the Dover Street Market team’s favourite designers, including Sophie Bille Brahe’s Botticelli earrings and rainbow sapphire styles by Suzanne Kalan. Fledgling artisans who are currently booked exclusively with Dover Street Market, such as London-based Castro Smith, are also given air time in the online space that sings of Dover Street Market’s minimalist aesthetic.


“We wanted to showcase the jewellery in the most simplified, uncomplicated way; matter-of-fact and beautiful,” Bowden and Hoppen explain. “Dover Street Market and Farfetch have very different visual identities, so it was exciting for both sides to work on a project bringing these two worlds together.”

The partnership follows the launch of Farfetch’s dedicated fine watches and fine jewellery hubs in May 2018, to which the company has had an “incredible response”, Giorgio Belloli, chief commercial and sustainability officer, tells Vogue. It is also the latest instalment of Dover Street Market’s own fine jewellery expansion plan, after it partnered with Selfridges on the jewellery edit within its accessories hall earlier this year.

“Jewellery as a category has become a very important part of our business,” Bowden and Hoppen note of the dedicated jewellery spaces within five of Dover Street Market's stores – and the potential for growth. “Working with companies like Selfridges and Farfetch allows us to increase sales in a measured way that also protects our designers.”

Don’t see the union as a sign of Dover Street Market trying to run alongside the retail giants, however. “For us, the focus is always about finding and nurturing new talent, showcasing beautiful creations from the best designers and presenting the jewellery itself in an interesting way,” Bowden and Hoppen clarify. “Looking forward to 2019, we will be continuing to push ourselves to do this.” Those beautiful pieces will just be easier to buy.

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