Multinational luxury jeweller Tiffany & Co. established this month its first-ever online flagship store in China on JD.com.

As Tiffany & Co.’s first ever online shopping partn  er in China, Chinese consumers will now be able to access approximately 1,000 goods from Tiffany & Co., including jewellery, diamond rings, home products, and perfume via JD.com. Chinese shoppers will now have access to items exclusive to JD, like Return to Tiffany Lovestruck Pendant and Time for Speed Race Car Clock.

“We are thrilled to partner with Tiffany & Co. to bring its world-class luxury collection to our over 588 million active users in China,” claimed Kevin Jiang, president of international brands, JD Fashion Business Group.

“JD’s intelligent supply chain solutions, internationally-recognized logistics and fulfilment capabilities, authentic brand awareness, and customer service guarantee provide a quality luxury shopping experience for our customers and an optimal business environment for our partners. We look forward to building upon this collaboration and working with Tiffany & Co. to further diversify our offerings and bring the brand’s creative and extraordinary designs to more Chinese consumers.”

Tiffany’s digital transformation and business expansion in China are aided by the online launch, which occurs as China is poised to become the world’s largest luxury market by 2025.

The company joins a growing number of luxury brands that have previously debuted on JD’s marketplace, like Louis Vuitton, Dior, Bvlgari, Fendi, Celine, Loewe, Givenchy, Berluti, and Rimowa.

Tiffany & Co. has been doing business in China since 2001, when it opened its first store there. Now, the company operates nearly 50 retail outlets throughout the country. In 2021, LVMH purchased the high-end jewellery retailer Boucheron. The company has since tapped a number of unexpected partnerships, including ones with Nike, Supreme, Fendi, and Patek Philippe.