For those looking for more opportunities to add a bit of sparkle to their lives this holiday season, or perhaps to the life of someone else, Tiffany & Co. has some good news: The historic jewelry brand will be opening two pop-up stores in New York City. The move comes as the retailer looks to target Christmas shoppers and tourists in an attempt to shore up falling sales.
The brick-and-mortar stores will appear in Rockefeller Center and Grand Central Terminal and offer a range of jewelry, as well as accessories and home goods under the Tiffany brand. The pop-up stores expand Tiffany’s presenese in the city past its Fifth Avenue flagship and its retail stores on Wall Street and in Soho.
The luxury jeweler has struggled recently, with sales dropping off 4 percent last season as consumer sentiment seemed a bit depressed. The store’s prime real estate on Fifth Avenue had a rather esoteric problem: post-election protests outside Trump Tower, which is next to its Fifth Avenue location.
“Tiffany & Co. has long been a destination for visitors from around the world,” said Philippe Galtie, the jeweler’s senior vice president. “With new concept stores at two iconic New York City landmarks, we’re embracing the spirit of gifting this holiday season and beyond.”
Both stores will be in operation for about 12 to 18 months, as tourists and Christmas shoppers alike flood the city.
The 800-square-foot Rockefeller Center location will be open in the next few days, while the Grand Central Terminal outlet is expected to launch soon after.