Company Founded In 1895 To Open Shop In Short Hills Mall Friday

MILLBURN, NJ — The crystal company Swarovski will open its first Crystal Studio retail concept store on the East Coast on Friday morning at the Short Hills Mall.

The 883-square-foot store will open to the public at 11:30 a.m.

The interactive concept has already been tried in a store at the South Coast Plaza mall in Costa Mesa, CA.

"The [new] store will give customers the chance to interact with digital touch points throughout the space that include virtual try-on stations," said a release. "Shoppers can test product under various lighting conditions, source style insights from social media, and experience jewels that may have remained undiscovered in more conventional retail environments."

The concept is meant to address "the retail behavior of Swarovski's millennial and Gen Z consumers," according to the release.

The glass-cutting company was founded in 1895 in Austria by Daniel Swarovski.

The mall is located 1200 Morris Turnpike in the Short Hills section of Millburn, NJ.