Garrard - Partnering with Threads Styling and Ounass to offer a new Shopping Experience

Garrard Partners with Threads Styling

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, and Ounass, the Middle East’s premier luxury portal, to offer a new kind of shopping experience. 

A curated selection of Garrard jewels will be available to purchase on both platforms, with the focus on the House’s much-loved Wings collection and the new Aloria collection, a modern re-imagining of Garrard’s setting of the Cullinan I, the world’s largest cut and colorless 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, expedited by the events of 2020, launching on these influential platforms 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 jewelry brands in the luxury sector while also championing new, up-and-coming brands. 

Fine jewelry 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 jewelry 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.” The Middle East’s number one luxury online shopping destination, Ounass offers access to the widest range of exclusive brands in the region. Shoppers in the UAE, Kingdom of Saudi Arabia, Bahrain, Kuwait and Oman will be able to browse and purchase close to 40 Wings jewels on the Ounass website, mobile app, via shoppable links on its Instagram channel and through its VIP personal shopping service. 

Based in Dubai, since its launch in 2016 Ounass has been at the forefront of innovation in e-commerce. Its fast delivery – the company provides a two-hour delivery service within Dubai and express delivery to all other regions – pioneering eco-friendly packaging, personal styling and the region’s first virtual boutique come together to provide an impeccable luxury shopping experience, enhanced by the website’s strong editorial focus. Partnering with Threads Styling and Ounass 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 and Ounass are trailblazers in their 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 both platforms. “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 both Threads Styling and Ounass range from classic diamond creations to jewelry pieces set with vibrant pink and yellow sapphires, colorful 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 colorful, often reversible and very versatile – perfect for Threads’ young, fashion-savvy audience.”

Garrard is establishing a great initiative as more and more consumers purchase goods online and via the mobile phone this is yet another avenue to explore and excel in!

Visit Garrard for their latest offerings and to find out more!

Signing off,