Going after the do-it-yourselfer market, Swarovski has opened a super-sized bead store in the Soho section of New York. Complete with a tote bag station to carry the supplies, loaner tools, pre-packaged kits, thousands of wood, pearl, metal and crystal components, a restaurant and lounge, the Crystallized concept store seeks to expand sales by luring customers in with $15 statement ring kits. I imagine the theory being come in for the $15 kit and be upsold to their ready-to-wear fashion jewelry or limited-edition guest designer jewelry.
Anyone who owns a bead shop and is within driving distance of New York or is planning a visit to the area should check it out to get marketing and shop layout ideas.
The shop is located at 499 Broadway - for more details on shop hours, parking etc call 212-966-3322.