Swarovski’s SoHo Concept Store – the only one of its kind in the US – is a unique shopping experience where customers get to play designer and create their own jewelry. The store is like the ultimate bead store and features not only thousands of elements to carouse but loaner tools, pre-packaged kits, a cafe in the back, and absolutely everything you would need to design your own jewelry.
The store’s “library of light” features over 2,000 elements (including: crystals, pearls, beads, and gems) that are organized by color and style (choose from more traditional cuts or youthful, funky designs such as heart and star shapes of different sizes!) and takes up an entire wall. They’re easy to access and the layout is reminiscent of an old-time card catalog system. You can find elements that compliment any price point – many are set as low as $5.
If you’re looking to create your own masterpiece but aren’t sure where to begin, the store has an online design tool – which can be used in-store or at home – that allows you to discover different elements of design and create your own pieces. Likewise, at the store itself, staff is available to offer hands-on guidance.
If you’re not into DIY, never fear! Throughout the year, the store will feature seasonal and more limited-edition designer collaboration collections. There’s currently several designer collaborations in-store, including Christopher Kane and Mahish Arora. Some of the designer collaborations can get a little pricey, but the store also features ready-made looks that won’t break the bank. The ready-to-wear jewelry is grouped into several categories to fit any lifestyle, including glamorous, classic, romantic, natural, and modern.
The store is located at 499 Broadway, or check it out online at www.swarovski-crystallized.com
-Sarah Nason
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