Launched in 2015, Chanel’s fine jewelry line has made a crush so to speak. Entitled COCO CRUSH, the capsule collection has debuted on Net-à-Porter during a three-week pop-up jewelry shop earlier in the season. By now every piece got sold out, what is the reason of their success?
By Marie-Caroline Selmer
Coco Crush by Chanel has seen a huge digital success in selling the collection on the web’s most high-end shopping destination Net-à-porter, as half of the collection had already been sold out in the first 24 hours.
It was the first time that Chanel had made anything other than its beauty collections available to sell online. And it was no surprise that Chanel chose the N°1 online retailer Net-A-Porter to reveal its fine-jewelry capsule. Together, the duo has created an entirely bespoke world allowing online customers to discover the collection as they (almost) would in real life. Offering a new experimental way of buying online was a smart move to convince and reassure buyers to spend a few thousands of euros behind the screen of their computer.
Highly desirable, the range was composed of five rings and a cuff crafted from 18-karat white and yellow gold designed by Chanel’s Studio of Creation. The new COCO CRUSH collection continues to transcend fashion trends. Its new additions offers elegant rings and bracelets with timeless designs set with delicate diamonds adorning the finger or the wrist.
Glamorous actress Keira Knightley is the fresh face of the fine jewelry line entirely dedicated to the “matelassé”, the brand’s iconic quilting detailing which has inspired late-Gabrielle Chanel for years… echoing the equestrian world. The epitome of French luxury that Chanel embodies also introduces another symbol dear to Gabrielle Chanel in this collection: the lion. It takes shape on cuffs in white or yellow gold and diamonds.
Combining brilliant paving and timeless style, the limited-edition COCO CRUSH pieces showcase refined curves, channeling the essence of motion. Definitely a jewelry line to fall in love with.