Iridesse Opens Outside DC

October 13, 2004

Iridesse Opens Outside DC

Tiffany & Co. launched the Iridesse brand of pearl boutiques in early October with a 1,300-sq.-ft. store at the Tysons Galleria Mall in McLean, VA. On Nov. 12, Tiffany will open the second Iridesse location with a 1,400-sq.-ft. boutique at the Mall at Short Hills in Short Hills, NJ, reports the New York Observer.

In the next five years, about 20 Iridesse boutiques will open across the country, selling more than 400 strands of cultured pearls retailing from less than $100 to $40,000. An Iridesse ad campaign will roll out in The Washingtonian, Washington Life, New Jersey Life and New Jersey Monthly.

"We've certainly understood for a long period of time that the pearl jewelry category is fragmented and underdeveloped. We saw there is an opportunity here," Iridesse president Robert Cepek, most recently the general manager of Tiffany's Fifth Avenue flagship, told NYO. "We felt that there is a tremendous potential for pearl jewelry. That was the genesis for the Iridesse concept. We will present the consumer with designs that have never been seen before."

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