New retail concept selling designer jewels to open in 893sq ft store.

Swarovski has secured a second location for its new Cadenza retail concept stores, snapping up a space in the Bluewater shopping centre in Kent.

The 893sq ft store will be the first Cadenza concept store outside of London. As outlined on Retail Week the store is due to open in time for Christmas.


Swarovki’s Cadenza concept was announced earlier this year and follows 2012’s launch of its Lola & Grace brand. Cadenza stores offer a selection of designer jewellery brands that use Swarovski crystals and pearls under one roof, including Mawi, Robert Cavalli and Valentino.

The Bluewater store will be the second Cadenza store after Westfield Stratford. Further Cadenza stores are set to open in London, Frankfurt, Shanghai and Beijing.

Swarovski recently opened a Lola & Grace jewellery store in Bluewater, filling an 862sq ft space with fashion-led jewellery designs targeting 20- to 30-year-olds. The store opening follows the brand’s announcement to widen Lola & Grace’s UK presence with a number of House of Fraser concessions.

The stores’ openings in Bluewater is said to be part of a drive to evolve the mix of stores at Bluewater to appeal to particular shoppers. The shopping mall also plans to increase the size of its Topshop store.

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