Chaumet WeChat pop-up store sells out of some stock on first day

LVMH-owned premium jewellery brand Chaumet has begun selling jewellery on Chinese social media platform Wechat.

Targeting wealthy Chinese consumers, the Chaumet WeChat pop-up store is offering its “Jeux de Liens” collection featuring two necklaces and two bracelets. The virtual store will remain open through to February 16 – although some of its advertised products sold out on the first day of launch. The items are priced at RMB10,000 (US$1475) each.

The Chaumet WeChat strategy is planned to help build the strength of the brand’s digital footprint in Greater China.

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