By Tamera Adams

Jeweler Boucheron is joining the small ranks of luxury brands that have begun using their Web sites for purposes other than enhancing brand awareness. The jeweler has loosened the reigns on its desire to control distribution and begins selling pieces online as of Sept. 17. Boucheron maintains some semblance of exclusivity by directing consumers who are seeking to spend between 10,000 and 50,000 euros to a customer service hotline. Shoppers who want to dish out more will still need to visit a brick-and-mortar store.

The luxury brands that continue to shun the notion of selling online prefer customers to shop in-store where they can obtain their item of choice and a luxury shopping experience. But how far behind the technology curve are luxury brands willing to operate?

According to Reuters, wireless company Sprint just announced that it's offering a Mobile Shopper service, giving customers an opportunity to compare and buy products via their cell phones. Sound a little too low-end for the luxury brands we know and love?

One of its competitors, high-end goods retailer, is already onboard. Underestimating how much busy Blackberry-wielding well-to-doers crave the instant gratification new technology brings may impact sales for luxury brands.

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