David Morris launches collection online for first time in Farfetch deal

By

Sandra Halliday

Published
Feb 2, 2021

David Morris has linked up with Farfetch to sell jewellery online in a first for the company and for the sector with it saying it’s the first time an upscale jeweller has specifically launched a High Jewellery collection via e-commerce.

The move came as its usual physical presentation of its new jewellery during Paris Haute Couture Week was unable to go ahead due to pandemic restrictions. 

The 13-piece collection is called Renaissance with four of the items available to buy via Farfetch.com and the rest available to view and buy via Farfetch Private Client services and at David Morris boutiques worldwide. They can be bought in-person if the specific market allows that during the pandemic, or remotely using virtual private appointments.

London-based David Morris is the only Bond Street jewellery brand to retain its own High Jewellery atelier on its premises.

The Farfetch link-up comes as high-end e-tailers have moved into the luxury jewellery sector in a big way in recent years and seem to have found some success with the category.

One of the standout pieces in the new David Morris collection is a ruby and white diamond Rubia cabochon choker necklace made with over 380 carats of rare deep-red Burmese rubies. 

David Morris, which celebrates its 60th anniversary next year, currently has boutiques in London, Paris, Moscow, Abu Dhabi, Baku, Doha, Dubai, Jeddah, Muscat and Riyadh. And this year it will also open in Kuwait.