Chaumet’s flagship store set to make debut on Alibaba marketplace Tmall


Lucy Ingham
Lucy Ingham
Head of Content
Lucy is Head of Content overseeing all content and taking deep dives into the trends and data driving changes in payments. Previously, Lucy worked as a technology journalist and editor,… Read more
  • Chaumet, the renowned French luxury jewellery brand owned by LVMH, is expanding its reach to high net-worth consumers by launching a flagship store on Alibaba Group’s prestigious online marketplace, Tmall.
  • As part of its Tmall launch, Chaumet is offering exclusive access to its coveted rose gold Bee My Love necklace, along with membership perks for Tmall users.
  • Chaumet’s digital store, which is scheduled to officially open on 16 January, further complements its network of 80 physical boutique stores worldwide.

Chaumet, the renowned luxury jewellery maison owned by LVMH, has made a strategic move to reach high net-worth individuals (HNWIs) by launching on Alibaba’s marketplace Tmall.

This decision has allowed Chaumet to tap into the vast expat consumer market in Asia and join other esteemed French designers and LVMH maisons that are leveraging the platform.

This partnership reflects the growing importance of online platforms in the luxury industry and the increasing demand for high-end products in the Asian market.

With its headquarters in Place Vendôme in Paris, Chaumet is synonymous with opulence, offering a wide range of luxurious creations, from dazzling engagement rings and gold bangles to gem-encrusted necklaces and diamond earrings.

UK HNWIs keen on indulging in luxury jewellery while visiting Asia should access a secure money transfer service to make seamless transactions.

Charles Leung, CEO of Chaumet, expressed his excitement about the partnership, stating that it will provide customers with a more enriching and premium online shopping experience.

With the Chinese luxury market predicted to reach $115bn by 2025, this move positions Chaumet for success in the evolving luxury landscape.

Tmall president Bo Liu stated that the influence of online digitalisation on high-end consumption is growing stronger.

Joining sister brands Berluti and Bulgari, Chaumet’s move to Tmall is part of a larger trend among French designers that are tapping into Asia’s thriving consumer market.

With prestigious brands such as Courrèges and Messika also embracing the Tmall platform, it is clear that French designers are recognising the vast potential of Alibaba’s e-commerce platforms.

To celebrate, Chaumet’s flagship store will be unveiling an exclusive rose gold pendant embellished with 12 pink sapphires and engraved in a honeycomb pattern, which will only be available to customers in China.

As part of its digital strategy, Chaumet will also be launching a membership programme on the platform, offering a range of exclusive privileges to customers, including free one-on-one customer service, a customised jewellery pouch, and personalised engraving upon reaching a certain spending threshold.

HNWIs in Europe wishing to purchase these luxury items should use a secure mode of money transfer when making international payments.

Wealthy individuals can read money transfer reviews to get the best exchange rates.

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