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Swarovski opens largest-ever store in NYC

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Swarovski on Fifth
Swarovski on Fifth is the luxury brand's largest store yet.

World-famous jewelry brand Swarovski has opened its newest location: its largest-ever flagship store on New York City’s Fifth Avenue.

The two-floor, 14,400-sq.-ft. store features Swarovski's crystal jewelry, home décor eyewear, tableware and other collections. Limited-edition products are also on display, such as collaborations with global brands such as '47 x MLB for the New York Yankee cap, I Love New York, Marvel and Disney100.

Designed by creative director Giovanna Engelbert, the store is meant to “spark wonder whilst paying homage to the shimmering beauty of crystal," according to Swarovski. It includes the largest crystal chaton ever cut.  

With two giant gems framing the entrance and myriad octagons adorning the walls in displays of products renowned for their craftsmanship and beauty, the store concept is a tribute to the wonder of crystal itself. The iconic Swarovski Octagon is embedded throughout the design, from the elevation of the showcases on the wall and octagonal try-on stations, to the crystal doorknobs and shape of the hand mirrors. 

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Swarovski on Fifth
Alexis Nasard (Swarovski CEO), Ashley Graham (model) and Giovanna Engelbert (Swarovski creative director) at the store's grand opening.

"Swarovski on Fifth is a major milestone for Swarovski, and stands as a symbol of our brand evolution,” said Alexis Nasard, Swarovski CEO. “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."

On the first floor, an octagon-shaped grand pink staircase is framed by eight octagon vitrines containing tableaux depicting episodes from the Austrian brand's 128-year history. The second floor includes a luxurious white boutique space dedicated to Swarovski "Created Diamonds" and a lounge where refreshments are served.  It also has an area where customers can personalize their purchases.

“This is a key milestone within Swarovski's growth strategy for North America, which has seen great response from customers and audiences alike across the US and Canadian markets,” said Kolja Kiofsky, Swarovski North America GM. “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. We look forward to welcoming guests into our dazzling and reimagined world of Swarovski."

In 2021, Swarovski opened its fourth “Instant Wonder” location in the SoHo section of Manhattan. Founded in 1895 in Austria, Swarovski Crystal Business has a global reach with approximately 6,600 points of sale, 2,300 of which are owned stores, in over 150 countries.

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