LVMH’s Online Shop 24 Sèvres Grows Its Jewelry Selection

24 Sèvres, LVMH’s e-tail platform, is growing its stable of jewelry brands. The online boutique added 13 new fashion and fine jewelry brands to its offerings last week, all of which possess a distinctly French aesthetic.

Jewelry brands new to the site include Ofée, 5 Octobre, Vanrycke, Monsieur, Charlotte Chesnais, Aurélie Bidermann, Annelise Michelson, and Anissa Kermiche.

24 Sèvres was designed to be the digital inheritor of the retail legacy built by iconic Parisian boutique Le Bon Marché Rive Gauche. The online shop retails collections from all of LVMH’s brands, including Louis Vuitton, Dior, and Celine. And the year-old site is in major growth mode: It expanded into several new markets this year, adding 20-plus new countries to its delivery list.

Maud Barrionuevo, director of buying and merchandising for 24 Sèvres, says the time is ripe for the retailer to offer its shoppers more in the way of jewelry.

At this point, the company’s executive team “has been given the time to assess the different needs and wants of our customers around the world,” Barrionuevo explains. “It’s been fascinating to observe the brands and pieces that resonate in Paris, New York, Hong Kong, or Milan, because each market really has its specificities. We also took the time to review customer feedback since our launch last June, and jewelry has been a [repeatedly] requested category. We knew this launch was a direct answer to a real interest from our clients.”
The company measured that demand across all categories, Barrionuevo says, including 
emails, phone calls, live video chats with personal shoppers, social media comments and messages, and “also direct interactions with existing and prospective customers at events and day-to-day.”

 Aurelie Bidermann earrings
Aurélie Bidermann Elvira earrings, $410

Monsieur Tiger bangle
Monsieur Tiger bangle, $190

Anissa Kermiche French For Goodnight earring
Anissa Kermiche French For Goodnight single earring, $325

Before ballooning its jewelry inventory, the site offered a small selection of contemporary jewelry from (mostly designer fashion) brands including Isabel Marant, Gucci, and Balenciaga. They sold well, says Barrionuevo, which “gave us a strong indicator of the performance a wider offering could receive. Jewelry is a rapidly growing category, and women buying jewelry for themselves is a modern, empowered act. Our customers are confident women who know their style, so we know this new category will be a complement to the offering we already have on the site.”

The new brands were naturally chosen with care. And collectively they could handily represent the sharp ascension we’ve been seeing of semi-fine and fine jewelry collections that harness aesthetics driven by rapidly cycling trends (as publicized and evolved by Instagram influencers).

“Every piece on 24 Sèvres is selected according to our values of excellence and curiosity,” says the executive. “And we offer what we consider to be the best of the world’s most renowned brands, as well as exciting emerging labels, all curated with the team’s discerning eye. The process was the same with jewelry, and we wanted to reflect the best of Parisian craftsmanship. The result is a selection of pieces—some exclusive to us—that are exceptionally made but also made to live in.”

Top: Annelise Michelson Broken Chain earrings, $470 (all photos courtesy of 24 Sèvres)

JCK Magazine Editor