Chanel Chooses Net-A-Porter For Online Launch

Chanel has partnered with  Net-A-Porter to launch its first fine-jewellery collection online. The new collection, entitled Coco Crush, has been created by the French fashion brand's in-house "fine jewellery studio of creation" and comprises five rings and one cuff crafted from 18-karat white and yellow gold.

It is the first time that Chanel has been available to purchase from the website and the first time that anything other than its make-up has been sold online. Just last month, Chanel outlined its plans to harmonise its global pricing structure, paving the way for a more streamlined transition into eventual online retailing. It's latest partnership with Net-A-Porter provides the brand with the perfect opportunity to test the e-tail waters.

"We are thrilled that Chanel has decided to work with Net-A-Porter on this exclusive initiative," Alison Loehnis, president of the online retailer, said this morning. "Chanel is a brand that we admire greatly and we are incredibly honoured and proud to partner with them on their first-ever fine-jewellery ecommerce project. This fabulous collection completely embodies the unequivocal chic Chanel spirit - classic, modern and timeless - that is sure to resonate with our customer."

The announcement comes as it was revealed last week that Net-A-Porter has merged with the Italian owned Yoox, pending approval from shareholders.