Swarovski to launch standalone boutique in Merry Hill

Luxury brand Swarovski is returning to West Midlands destination Merry Hill with the launch of a standalone boutique set to open in spring.

The new store, spanning 2150 sq ft between Goldsmiths and Beaverbrooks on the Upper Mall, will feature the retailer’s latest shop fit, with metallic finishes and fluted glass complemented by chrome and silk accents. 

A full array of Swarovski’s jewellery collections will be on offer, including earrings, necklaces, bracelets, and rings, alongside an array of accessories. 

The signing of Swarovski adds to the destination’s strong line-up of watch and jewellery brands, joining the likes of Rolex, TAG Heuer and Pandora. 

Founded in 1895, Swarovski specialises in designing, manufacturing, and selling the “world’s finest crystals”, Swarovski Created Diamonds and zirconia, jewellery, and accessories, as well as home décor and crystals for Automotive. 

The brand now operates in over 150 countries, with approximately 2,300 owned stores, and is building on its sustainable legacy with an emphasis on circular innovation and philanthropic work through the Swarovski Foundation.

Alistair Winning, asset manager at Sovereign Centros from CBRE, said: “Swarovski is a household name with a distinctive approach to jewellery, which makes it a brand that we know our visitors will enjoy shopping at Merry Hill. 

“The fact they are returning to the centre with a standalone boutique is also a clear indication of the destination’s sustained, strong performance over the past few years, and our proactive approach to securing best-in-class brands. They fit the location perfectly, surrounded by premium jewellery and fashion brands, and will make a great addition to Merry Hill’s retail offer when they launch in the coming months.”