LONDON — It’s been a strong year for fine jewelry — particularly for Threads, the social shopping platform that sells luxury via Instagram and WhatsApp and has a no-inventory business model.
“How we inspire is through our social content and we did see a lot more people buying jewelry, asking questions and using our platform for brand discovery. So there’s an opportunity to spend more time on the jewelry category, especially these days when everyone is on social and mobile-first, ” said Samina Virk, the retailer’s global chief marketing officer.
“The way we style product and showcase jewelry is so unique to the rest of the industry, and it’s a key sales point for us. We style those pieces in the way we know our clients would wear them, with the ready-to-wear they’re buying or with the latest must-have bag,” said Quy, pointing to an in-store shoot with Boghossian that showcased one-of-a-kind jewels with trendy hot pink blazers and other everyday pieces.
“Interest for those of high-value sales has really increased from the clients, that’s been a big growth area,” said Quy, adding Threads customers shop across the board and have as much appetite for investment pieces, as for more fashion-forward ones by up-and-coming labels.