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New World: Fine Jewelers Open Up to the Lifestyle Opportunity — Handbags, Kitchen Knives Included

LONDON — In today’s influencer-driven, digitized world, fine jewelers are starting to re-examine the idea of exclusivity: Facades of stores are opening up; pricing is more transparent in-store and online and, in Paris, jewelers are moving away from their historic homes on Place Vendôme and onto the more fashionable rue Saint Honoré. Brands across the board are opening up to new opportunities in fashion and lifestyle in particular.
Cartier is a prime example of the shift in industry dynamics. It had one of the most successful online pop-ups on Net-a-porter, selling a Panthere watch via WhatsApp two minutes after it was made available online and extending its partnership with Yoox Net-a-porter with a permanent collection last summer.
Its stores are also being revamped. The most recent reopening was on Bond Street here, with a new focus on customer events and a growing assortment of more accessibly priced fashion accessories, including eyewear and a new tote bag, Guirlande, in the brand’s signature burgundy shade. The bag was launched during Paris Fashion Week last September, with a buzzy Instagram campaign that saw influencers from Susie Lau to Bryanboy and Aimee Song introduce it to the world through short, tongue-in-cheek videos.
The idea is to flex

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Via:: https://wwd.com/accessories-news/jewelry/fine-jewelers-open-up-to-the-lifestyle-opportunity-handbags-and-kitchen-knives-included-1203087167/