Tiffany aligns with fashion site to sell more jewelry

In a first, Tiffany & Co. will sell its jewelry online, on a site other than its own.

Tiffany has entered into a limited collaboration with online retailer Net-A-Porter to make select Tiffany items available for purchase on the global fashion site.

“With their recognized edit and fashion authority, Net-A-Porter will re-introduce Tiffany as more than the legendary jeweler, but an expression of personal style,” said Philippe Galtie, senior vice president of international sales at Tiffany & Co.

Tiffany, which has been in business for 179 years, currently has an ecommerce presence in 13 countries. The online Net-A-Porter, 15 years old, has a following in over 170 countries.

The collaboration will go live on April 27, with select items from the jeweler’s flagship Tiffany T collection.