Swarovski targeting locals with new store
THE owner of the Abbott St Swarovski store in Cairns is to open a second shop in Cairns Central shopping centre after strong sales to Asian tourists.
Mary Evert-Mohun said the new jewellery outlet would serve a local customer base.
“The amount of Cairns residents or shoppers from the Tablelands who don’t come into town because Abbott St has a reputation as a tourism strip is huge,” she said.
Store manager Lida Fitzgerald said Chinese, Japanese and Korean customers could pay up to 40 per cent more for Swarovski items at home, so shopping duty free in Cairns was a popular option.
The new enchanted forest line, featuring necklaces or rings with delicate bees or beetles, and the versatile Remix collection were some of the biggest sellers.
“In Chinese and Korean cultures, a bee means sweetness and happiness, while a beetle symbolises the bringing of wealth to a business,” she said. “Tourists are buying these pieces as gifts.
“We will still get a lot of local business customers in to the Abbott St store as well, but even after two years, there are still a lot of people who don’t know we are here, so Cairns Central will capture a lot more locals.”
Ms Fitzgerald said the success of the store also laid in its pretty, budget-friendly pieces.
“You can get something here for as little as $79,” she said. “It appears to be a destination store for locals — they come here specifically with something in mind.
“A lot of people will come in here looking for a gift for someone.”
The new Swarovski store is opposite Michael Hill Jewellers in Cairns Central and opens next Thursday.