Lab-GrownSep 07, 2023
Swarovski’s Lab-Grown Diamond Jewelry to Launch GloballyMajorsJan 08, 2024
Swarovski Opens First NYC Flagship
The new store marked the brand’s 10th opening in North America in 2023.
Swarovski has opened its first New York City flagship, “Swarovski on Fifth.”
New York—Swarovski recently opened its first flagship store in New York ahead of the busy holiday season.
The new store has been dubbed “Swarovski on Fifth” as it sits on the city’s famous Fifth Avenue.
The 14,400-square-foot, two-floor store was designed by Swarovski Creative Director Giovanna Engelbert and pays tribute to the brand’s iconic crystal.
“I wanted to create the experience of entering a huge crystal – the world of Swarovski – and to ignite the imagination from the moment you step into the store,” said Engelbert.
“From the grand staircase in the shape of an octagon to the use of quilted velvet and silk throughout the store, all details are intended to provide customers the feeling of being inside a luxurious jewelry box. My vision was to produce a modern, joyful, elevated, and futuristic design, which mirrors the light, energy and colors of New York."
Two oversized “gems” frame the store’s entrance with the “Swarovski Octagon” weaved throughout the design through showcases, try-on stations, crystal doorknobs, and hand mirrors.
The grand staircase is surrounded by eight octagon vitrines featuring depictions of the brand’s 128-year history, from its start in the Tyrolean Alps to its early haute couture days to its present-day glamour seen at the Oscars and the Met Gala.
Up the stairs to the second floor, shoppers will find a white boutique space showcasing its lab-grown diamond collection, Swarovski Created Diamonds, and lounge where refreshments are served in Swarovski's “Rosenthal” china.
There is also a space for customers to personalize and customize their purchases.
Related stories will be right here …
The new store has been dubbed “Swarovski on Fifth” as it sits on the city’s famous Fifth Avenue.
The 14,400-square-foot, two-floor store was designed by Swarovski Creative Director Giovanna Engelbert and pays tribute to the brand’s iconic crystal.
“I wanted to create the experience of entering a huge crystal – the world of Swarovski – and to ignite the imagination from the moment you step into the store,” said Engelbert.
“From the grand staircase in the shape of an octagon to the use of quilted velvet and silk throughout the store, all details are intended to provide customers the feeling of being inside a luxurious jewelry box. My vision was to produce a modern, joyful, elevated, and futuristic design, which mirrors the light, energy and colors of New York."
Model Ashley Graham (center) attended the opening ceremony alongside Swarovski CEO Alexis Nasard (left) and Creative Director Giovanna Engelbert.
Two oversized “gems” frame the store’s entrance with the “Swarovski Octagon” weaved throughout the design through showcases, try-on stations, crystal doorknobs, and hand mirrors.
The grand staircase is surrounded by eight octagon vitrines featuring depictions of the brand’s 128-year history, from its start in the Tyrolean Alps to its early haute couture days to its present-day glamour seen at the Oscars and the Met Gala.
Up the stairs to the second floor, shoppers will find a white boutique space showcasing its lab-grown diamond collection, Swarovski Created Diamonds, and lounge where refreshments are served in Swarovski's “Rosenthal” china.
There is also a space for customers to personalize and customize their purchases.
The store stocks the brand’s jewelry, as well as its home décor, eyewear, tableware, and limited-edition products.
Swarovski CEO Alexis Nasard said the store’s opening is a major milestone for the company and is a symbol of the evolution of its brand.
"This unique store will make Manhattan shine brighter, allowing New Yorkers to experience all the facets of our brand in one luxury destination that brings to life Swarovski's creativity, savoir-faire, elegance and 128-year heritage,” said Nasard.
Kolja Kiofsky, Swarovski’s North America general manager, said the new flagship marks a key milestone in its growth strategy for North America.
“Swarovski on Fifth marks the 10th store opening for the North America market in 2023, all of which have shown a very positive impact on our business,” he said.
Swarovski CEO Alexis Nasard said the store’s opening is a major milestone for the company and is a symbol of the evolution of its brand.
"This unique store will make Manhattan shine brighter, allowing New Yorkers to experience all the facets of our brand in one luxury destination that brings to life Swarovski's creativity, savoir-faire, elegance and 128-year heritage,” said Nasard.
Kolja Kiofsky, Swarovski’s North America general manager, said the new flagship marks a key milestone in its growth strategy for North America.
“Swarovski on Fifth marks the 10th store opening for the North America market in 2023, all of which have shown a very positive impact on our business,” he said.
Editors' Picks
Sponsored by
More on Majors
The Latest
Lab-GrownMay 08, 2026
NDC Publicly Criticizes Pandora Over ‘Misleading’ Natural Diamond ClaimsNDC said in an open letter that Pandora’s statements about the carbon footprint of lab grown versus natural diamonds are inaccurate.
SourcingMay 08, 2026
Ronnie VanderLinden Takes Over as WDC President The diamantaire and industry leader succeeds Feriel Zerouki and said he will focus on being a “champion” for natural diamonds.
TrendsMay 08, 2026
Rihanna Chooses ‘Desert Diamonds’ for 2026 Met GalaShe wore our Piece of the Week, Glenn Spiro’s “Old Moghul Golconda” earrings, featuring fancy brown-yellow diamonds totaling 51.90 carats.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
Events & AwardsMay 08, 2026
JA Announces 2026 CASE Award WinnersTwo pieces were named “Best in Show,” one from the retail category and one from the supplier category.
Weekly QuizMay 07, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
FinancialsMay 07, 2026
Brilliant Earth Appeals to Higher-Income Shoppers in Q1The jewelry retailer noted resilience among its higher-end customers while demand softened for its lower-priced offerings.
AuctionsMay 07, 2026
‘Spectacular’ Kashmir Sapphire Headlines Heritage Spring Jewelry SaleLed by the 6.59-carat sapphire, the sale garnered $9.7 million, a record total for a Heritage jewelry auction.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
WatchesMay 07, 2026
Chrono24 Names New CEOJosé Gaztelu has been promoted to the role, which has been vacant since last year.
Events & AwardsMay 07, 2026
JA Accepting Applications for 2026 Scholarship ProgramIt has also opened the application period for the Seymour & Evelyn Holtzman Bench Scholarship through June 30.
SourcingMay 06, 2026
Canada’s Oldest Diamond Mine Faces Uncertain FutureThe owner of the Ekati mine, which opened in 1998, has filed for insolvency protection amid the significant decline in diamond prices.
FinancialsMay 06, 2026
Pandora to Add Carbon Footprint Info to Lab-Grown DiamondsThe company announced the change alongside its Q1 results, which showed that the jewelry brand’s year is off to a shaky start.
AuctionsMay 06, 2026
Steve McQueen’s Heuer Monaco Watch Heads to Sotheby'sOf the many examples used in the filming of “Le Mans,” this one is believed to have spent the most time on Steve McQueen’s wrist.
EditorsMay 05, 2026
This Ohio Designer’s Jewelry Made It to the Met GalaMegan Piccione dressed Lauren Wasser in layers of diamond jewelry, making her stand out in a crowd that included celebrities like Beyoncé.
SourcingMay 05, 2026
Doug Hucker Returns to His RootsFollowing decades of association leadership, the “semi-retired” colored gemstone expert is turning his focus to gemstone education.
Events & AwardsMay 05, 2026
AMNH to Showcase Famous Jewelry, Trophies in Sports HistoryThe museum’s new exhibition will feature one of Jesse Owen’s Olympic medals, Yogi Berra’s crown, Super Bowl rings, and more.
Events & AwardsMay 05, 2026
JIS Launches Brand Exposure ProgramThe new program provides access to media exposure and editorial opportunities for exhibitors and retailers.
CollectionsMay 04, 2026
Melanie Georgacopoulos Turns Pearls Into Light for ‘Eclipse’ CollectionThe “Eclipse” jewelry collection captures the fleeting moment where light and shadow align though onyx, diamonds, and freshwater pearls.
ColumnistsMay 04, 2026
The Key Mindset for Better Trade Show BuyingBuying discipline at trade shows starts with clarity about your inventory levels, Smith writes.
CrimeMay 04, 2026
Pawn Shop Manager Shot, Killed in FloridaLazaro Rodriguez Vega was murdered inside Cash Out Gold and Silver in Fort Pierce. A 20-year-old man has been charged in the case.
IndependentsMay 04, 2026
Zadok Jewelers, Austin Parks Foundation Support Wildflower PreservationA portion of every engagement ring sold in its Austin showroom will support the care and preservation of Austin’s wildflowers and green spaces.
TechnologyMay 01, 2026
Gemist, Saban Onyx Partner on Retailer-Focused Customization OfferingTheir partnership combines Gemist’s customization technology with Saban Onyx’s U.S.-based manufacturing capabilities.
SurveysMay 01, 2026
Consumer Confidence Inches Up in April Despite Rising Gas PricesRespondents were concerned about the Middle East conflict and how it will impact their finances.
CollectionsMay 01, 2026
A ‘Hidden Garden’ Emerges in Tiffany & Co.’s 2026 Blue BookOur Piece of the Week, the “Butterfly” necklace, showcases a 7.02-carat oval diamond set between diamond, platinum, and 18-karat gold wings.
ColumnistsApr 30, 2026
Peter Smith: A Sleazy Salesman and the Case for Regret Avoidance Smith uses a comment he overheard in the grocery store to remind retailers that their job is to inspire buying behavior, not just sell.
MajorsApr 30, 2026
Claire’s New Summer Campaign Is a Sensory Wonderland for Gen Alpha“A Girl SMR at Claire’s” celebrates girlhood through the five senses with stacked jewelry, slime toys, scented accessories, and ASMR.
AuctionsApr 30, 2026
Vintage Cartier Watch Crashes Through Records, Selling for $2MBelieved to be one of three made in 1987, the Cartier London Crash was hot at the “Shapes of Cartier” sale at Sotheby’s Hong Kong.
