NETHERLANDS. Dutch jewellery and lifestyle brand My Jewellery has opened a boutique in Amsterdam Airport Schiphol Lounge 1.
The boutique features a curated selection of jewellery, accessories and gifts. The opening underlines Schiphol’s strategy to integrate more innovative, experience-driven Dutch brands into its retail mix.
The store launch comes amid an extensive redevelopment of Lounge 1. The lounge has been expanded from 19,000sq m to 24,000sq m, with 23 new retail and F&B concepts being introduced.
Recent highlights include the airport’s largest duty-free store, Today Duty Free, a 500sq m Starbucks with strong sense of place elements and the debut Dutch location for restaurant chain Eataly.
The inclusion of My Jewellery further strengthens the mix, adding a homegrown success story with strong resonance among younger travellers.
Amsterdam Airport Schiphol Chief Commercial Officer Arthur Reijnhart commented, “The arrival of My Jewellery aligns perfectly with our ambition to renew Schiphol’s retail offering and make it more relevant for today’s and tomorrow’s travellers.
“We want to offer a range of shops at Schiphol that appeals to all ages and travellers. My Jewellery is a great example: accessible, stylish, and contemporary. Moreover, it’s a strong Dutch brand that we’re proud of and that brings new energy to Lounge 1.’’
My Jewellery Founder & CEO Sharon Hilgers added: “Travel connects people, and that’s precisely what we want to be a part of with My Jewellery. Our collections are always inspired by celebrating moments together. We’re therefore very proud to open a store at Schiphol. This is an important step in our ambitious travel retail strategy and, of course, for our international visibility.”
My Jewellery was founded in the Netherlands and operates 46 stores across the Netherlands, Belgium, Germany and France. It is particularly popular with Gen Z and has over 1 million social media followers.
The brand opened its first landside store at Düsseldorf Airport in July and launched an immersive summer pop-up at Eindhoven Airport in partnership with Capi. ✈
