In June, Munich-based luxury retailer Mytheresa conducted an exclusive series of events aboard a 173-foot superyacht cruising the French Riviera, including stops at St.-Tropez and the Yacht Club de Monaco. Over two weeks, the company hosted invitation-only trunk shows, designer visits, and private dinners for its most valuable clients, showcasing high-end jewelry and fashion in an intimate, on-the-go setting designed to enhance the customer experience beyond traditional online shopping.

Since its founding in 1987 as a luxury boutique in Munich and its online launch in 2006, Mytheresa has differentiated itself within the competitive high-end e-commerce market by proactively bringing personalized luxury experiences directly to clients. The retailer’s approach targets the top tier of its customer base, which accounts for approximately 4 percent of users but generates 40 percent of sales. Fine jewelry, particularly pieces priced between $5,000 and $30,000, represents a growing segment, with about 70 percent of jewelry revenue coming from these core clients, according to company CEO Francis Belin, who assumed his role in January.

Unlike many online platforms, Mytheresa fosters close client relationships by pairing high-value customers with dedicated personal shoppers and providing access to Privé, a members-only section offering exclusive products not found elsewhere. Notable items have included Jessica McCormack’s 6.09-carat pear-shaped diamond pendant necklace, which sold for $290,000. The company’s events have expanded in scope and ambition, ranging from a four-month private club in St. Moritz, Switzerland, to a recreation of New York’s Bemelmans Bar in Aspen, Colorado, integrating lifestyle elements such as signature cocktails and live music alongside curated jewelry displays.

Emily Wansbrough, Mytheresa’s buying manager for fine jewelry and watches, has emphasized maintaining a tightly curated collection, featuring 32 carefully selected brands. This approach contrasts with the broad assortments found on many online sites, offering clients a more focused and curated shopping experience. Designers like Los Angeles-based Anita Ko and French jeweler Marie Lichtenberg have praised Mytheresa for promoting distinctive, often less commercial designs and facilitating meaningful customer engagement during exclusive events. Several smaller brands, including Dubai’s Kameny and Sweden’s Engelbert, have found success through the retailer’s selective presentation and invitation-only client dinners.

Mytheresa also offers customization options, enabling clients to commission bespoke pieces with personal shoppers coordinating directly with designers. Marketing efforts stress jewelry as an integral part of a client’s everyday wardrobe, styling high-value pieces with casual attire such as white T-shirts and cashmere sweaters to make fine jewelry appear accessible and wearable in daily life.

Financially, Mytheresa reported nearly doubling sales in the quarter ending in March, reaching 256 million euros (approximately $300 million). In April 2025, the company acquired YOOX Net-a-Porter and rebranded its parent company as LuxEpargne B.V. The group reported total fiscal 2025 revenues of €1.26 billion (around $1.5 billion).

Industry analysts view Mytheresa’s strategy as well-aligned with the preferences of affluent consumers who seek personalized service and experiences rather than simply price. Oliver Chen, managing director and senior equity research analyst at TD Cowen, highlighted fine jewelry as a key growth area due to its enduring appeal and aftermarket value, reinforcing the company’s focus on cultivating long-term client relationships through highly targeted and experiential retail offerings.