NETHERLANDS. Dutch fashion and lifestyle brand My Jewellery has opened a second boutique at Amsterdam Airport Schiphol. The new store, located landside at Schiphol Plaza, complements the brand’s existing airside location in Lounge 1.
Occupying 140sq m of retail space, the store offers the brand’s full assortment, including jewellery, accessories and clothing as well as its travel retail-exclusive collection.
According to My Jewellery, the boutique’s high-footfall location at Schiphol Plaza enables the brand to engage a diverse audience of travellers, employees and train passengers.
The opening places a particular emphasis on gifting by catering to passengers seeking a last-minute present.
The brand says the Schiphol Plaza location supports its ambition to enhance visibility at leading international travel hubs and introduce the line to a broader global audience. It is being supported by digital advertisement at Schiphol Plaza.
The launch was celebrated with an opening event, which garnered strong interest among consumers. My Jewellery Head of Business Development Thom Timmer said, “We are proud to have successfully opened our second store at Schiphol Airport.
“This new boutique – twice the size of our first airside location – marks an important boost to our brand visibility within travel retail and represents a significant step forward in our international growth strategy.”
Founded in the Netherlands, My Jewellery operates 46 stores across it home country, 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. ✈
