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New York, NY--Swarovski opened its largest flagship store on Fifth Avenue in New York City.

[Image by Swarovski via PR Newswire]

The new store spans two floors. It covers 14,400 square feet of area — a realization of Creative Director Giovanna Engelbert's vision, aimed to transport customers into a "huge crystal."

The store's design includes an octagonal staircase, quilted velvet, and silk detailing. Engelbert expressed her excitement in a news release, noting New York's status as an iconic fashion capital and a second home for her.

Alexis Nasard, CEO of Swarovski, talked about the store's significance, viewing it as a symbol of the brand's evolution. "Swarovski on Fifth is a major milestone for Swarovski and stands as a symbol of our brand evolution," Nasard said in the release. 

"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," Nasard added.

Kolja Kiofsky, General Manager of Swarovski North America, stated in the release that the store was a key component in the brand's North American growth strategy, with it being the 10th Swarovski store opening in North America in 2023.

The store's design features the Swarovski Octagon, featuring various elements like showcases, try-on stations, and crystal doorknobs. The first floor features a pink staircase leading to the upper floor, where customers can explore Swarovski Created Diamonds and a lounge serving refreshments in Swarovski's Rosenthal China. The second floor also offers personalization and customization services for customers' purchases.

Learn more about the store in this news release.