Garrard partners with luxury online portal Threads Styling

Garrard partners with luxury online portal Threads Styling to offer a new kind of shopping experience in Qatar

As more luxury consumers worldwide look online and to social media for inspiration for their next purchases, Garrard has partnered with Threads Styling, the global leader of luxury chat commerce, to offer a new kind of shopping experience.

From Monday 5th October 2020, a curated selection of Garrard jewels will be available to purchase on the platform, with the focus on the House’s much-loved Wings collection and the new Aloria collection, a modern reimagining of Garrard’s setting of the Cullinan I, the world’s largest cut and colourless diamond.

Integral to Garrard’s business strategy for 2020, the decision to open up new sales channels in key global markets is a significant move. With the current boom in luxury e-commerce, expediated by the events of 2020, launching on this influential platform will help raise the profile of the brand while reaching a new generation of luxury consumers who prefer the ease of shopping online.

Threads Styling, the pioneer of luxury chat commerce, was founded by Sophie Hill in 2009. Headquartered in the UK, Threads has successfully grown in the European, Middle Eastern and Asian markets along with its recent launch in North America. Threads’ technology allows customers to connect with a virtual stylist via text, WhatsApp or WeChat by simply swiping up on Instagram to acquire highly sought-after luxury products. The platform gives customers access to exclusive inventory worldwide. Boasting a roster of almost 400 brand partners, the team has relationships that include established fashion and fine jewellery brands in the luxury sector while also championing new, up-and-coming brands.

Fine jewellery and watch sales form an integral part of Threads, comprising 20% of its business, with continued growth in the category each year. “Our industry is continuously shifting and jewellery is a personal and emotional purchase that we cater to. Our business model has always been inclusive of delivering a tailored luxury customer experience to help our brand partners evolve their sales strategy in the new digital reality,” says Founder, Sophie Hill.  “To that end, we are thrilled to partner with Garrard and showcase its heritage yet timeless designs with our followers.”

Partnering with Threads Styling is an exciting step forward for the House. “Increasing our online presence is a priority for Garrard,” says Joanne Milner, Garrard’s Chief Executive. “Threads Styling is a trailblazer in its regions and opening up new sales channels in these important markets allows us to explore new ways to engage with new and existing clients. As the world begins to adapt to its new circumstances, Garrard intends to emerge stronger.”

Garrard’s Creative Director, Sara Prentice, was responsible for selecting the jewels that will feature on the platform. “Our main focus is on the Wings collection, which has become a true icon at Garrard. Beautiful and meaningful, the jewels chosen to appear on Threads Styling range from classic diamond creations to jewellery pieces set with vibrant pink and yellow sapphires, colourful aquamarine and enamel. With these fresh, relevant edits we have highlighted the breadth of this much-loved collection. The Aloria collection is also an important part of our offering on Threads Styling. These spirited jewels are colourful, often reversible and very versatile – perfect for Threads’ young, fashion-savvy audience.”


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