Swarovski Opens First Store for lola&grace

Targeting women aged 16 to 35, the brand's designs feature Swarovski crystals and pearls mixed with other materials.

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The lola&grace store in London

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SWAROVSKI’S KID SISTER: Swarovski has opened the first store for its new lola&grace fashion jewelry brand, aimed at younger customers, and plans to add three more this year. The first lola&grace stand-alone unit opened earlier this month at Westfield Stratford City shopping mall in London. “It’s a jewelry and accessory retail brand which is targeting a slightly younger audience at slightly lower price points,” said Robert Buchbauer, a member of the executive board at Swarovski. The brand will open another store in the United Kingdom, one in Italy and one integrated into Swarovski’s Crystal Worlds center near Innsbruck in Austria, he added. Targeting women aged 16 to 35, lola&grace designs feature Swarovski crystals and pearls mixed with other materials. The brand is run by an independent team and may gain its own headquarters, Buchbauer said.

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