Photo by Heather Middleton
By Maria-Jose Subiria
As passengers approach the Swarovski boutique, at Hartsfield-Jackson Atlanta International Airport, they'll find crystals producing hundreds of shimmering sparkles in the display window.
Swarovski produces precision-cut crystal for fashion, jewelry and other products, according to Livia Marotta, head of communications for Swarovski North America Limited. The licensed boutique at the airport is located on Concourse C, said Marotta.
The boutique opened for business on July 19, she added.
"The Atlanta airport ... is a very desirable location for Swarovski," Marotta said.
Passenger Jacquie Williams, of Cape Coral, Fla., said she is glad there is a Swarovski boutique at Hartsfield-Jackson, because she is a fan of the brand and owns a couple of its products.
"I wanted to see what was new," said Williams, of why she visited the boutique recently.
She said Swarovski is a great place for individuals to purchase last-minute gifts, because it won't seem like a last-minute purchase to loved ones.
"Especially if a husband forgot that anniversary gift," Williams joked.
Marotta said Swarovski is able to provide its merchandise at Hartsfield-Jackson through a partnership with Areas USA, the boutique's operator at the airport.
"Swarovski is the ideal partner for this retail location at Hartsfield-Jackson Atlanta Airport, which is the busiest airport in the world," Tim Kinder, director of merchandise for Areas USA, said in a prepared statement. "We wanted a brand that would attract a broad range of airport shoppers and generate a high level of appeal. Swarovski's strong recognition and positioning as an accessible luxury brand fits perfectly with Areas USA's specialty retail concepts and our commitment to providing the very best products and services to our passengers at the Atlanta airport."
Swarovski's 567-square-foot boutique has merchandise such as earrings, Swiss-made watches, statement necklaces and home accessories.
Swarovski's retail prices range from $80 to $2,000, said Kinder.
"The jewelry and accessory business is a great business for the traveler... it will compliment the other retailers in the concourse," said Kinder.
Marotta said the store's interior was designed to highlight the products inside.
"The licensed-boutique model represents an enormous growth opportunity for the Swarovski retail business," said Kevin Coen, executive vice president of consumer goods business for Swarovski North America Limited. "Swarovski's existing licensed boutiques have experienced impressive sales-per-square-foot results, which proves they are a successful business model and we have high expectations for our new location at the Hartsfield-Jackson Atlanta Airport. We are aggressively pursuing our strategy of opening Swarovski licensed boutiques in highly trafficked airports and casinos around the country. Our goal is to aggressively grow this portion of our business as we continue to align ourselves with great partners like Areas USA."
According to Swarovski officials, the jeweler currently has a total of eight licensed boutiques at various locations, including John F. Kennedy International Airport, in New York, Foxwoods Resort Casino in Ledyard, Conn., and Dover Downs Hotel & Casino, in Dover, Del.
Swarovski's goal is to have 20 to 25 licensed boutiques by the end of the year, according to company officials.