Swarovski returns to Regent Street with new WonderLux Boutique
Swarovski has unveiled a new boutique in London’s West End, just in time for the festive season.
Located at 122 Regent Street, this prestigious address marks a return for the Austrian jeweller and marks the brand’s ninth London store. Spanning three floors and 1,500 sq ft, the boutique features a striking new façade, following Swarovski’s new WonderLux retail concept. The blue interior aims to compliment the radiance of its crystals.
The Regent Street boutique offers an extensive selection of crystal and fine jewellery: alongside its renowned collections, such as the iconic Millenia and Matrix ranges, the store also showcases home décor, watches, accessories, and the newly launched Swarovski Created Diamonds fine jewellery line. The boutique features a Styling Suite on the mezzanine floor, providing one-to-one personal appointments for clients.
Craig Ash, General Manager of Swarovski UK and Ireland, commented: “We are incredibly proud to have opened our new store at this iconic location just ahead of Swarovski celebrating its 130th anniversary next year. We are especially excited to present our new Swarovski Created Diamonds fine jewellery range alongside the jewellery and home décor collections that showcase Swarovski’s unique savoir-faire in the design and creation of exceptional crystal pieces.”
Designed by Swarovski Creative Director Giovanna Engelbert, the WonderLux retail concept is being rolled out worldwide as part of Swarovski’s store refurbishment programme. Each new store is fitted in one of Swarovski’s vibrant house colours and aims to be a joyfully extravagant space that sparks wonder.
With octagon showcases adorning the walls, metallic and fluted glass finishes and sensorial gross-grain silk and velvet touches throughout, the concept is a tribute to the brand's iconic crystal.
The Austrian crystal jeweller has had a busy year, partnering with bag designer Marina Raphael for a mini handbag collection, with Mallet London to create a selection of bespoke trainers, and appointing Ariana Grande as the face of the brand.