Majors

Swarovski Opens First NYC Flagship

MajorsJan 08, 2024

Swarovski Opens First NYC Flagship

The new store marked the brand’s 10th opening in North America in 2023.

Swarovski on Fifth Interior
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."

Swarovski on Fifth opening ceremony
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. 

 Related stories will be right here … 

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. 

Lenore Fedowis the associate editor, news at National Jeweler, covering the retail beat and the business side of jewelry.
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