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Smart jewellery brand a first for Net-a-Porter

Startup business Kovert Designs is to become the first technology-based jewellery brand to be stocked by Net-a-Porter in Europe and the US, after agreeing a deal to sell via the etail giant in January.

The news comes just one week after the brand launched its own global ecommerce site and the move will lead to expansion into menswear and the opening of shop in shops globally in the future. 

Kovert Designs manufactures modular jewellery, called Altruis, which features a bluetooth-enabled zirconia ceramic stone that produces alert vibrations for texts, emails or calls based on pre-set profiles. 

Net-a-Porter currently sells fitness activity tracking bands as well as jewellery but Altruis will be the business’s first smart jewellery brand. 

Altruis stones retail alone for £110, with complete jewellery such as bracelets, necklaces and rings from £290. Additional pieces without stones start from £180.

The business was founded in 2013 by former model and technology consultant Kate Unsworth and launched its first collection via its own commerce site last week. 

Kovert Designs plans to expand in 2015 with a range of leather wristbands for men, with a view to be stocked by Net-a-Porter’s brother site Mr Porter.

Collaborations with as yet unnamed British, Swedish and American brands, and a menswear designer, are also due to be announced in spring 2015. 

Unsworth told Drapers: “By being modular we are able to work with different brands and create collections for different sections of the market, which plays into our strategy.”

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