UGG is adding some bling to your step. Beginning October 19, UGG fans will have a new way to show their love for the UGG Classic Boot. Launching in select US stores, the “Bling It On” program enables customers to customize their coveted UGG staples through a selection of Swarovski crystal patterns and statement-making designs.
“UGG customers are very engaged with the brand,” said UGG Australia president Connie Rishwain. “We’re committed to rewarding that loyalty by giving our customers a unique experience in our stores, and customizing their boots with Swarovski is a great way to do that.”
Swarovski Crystal Elements will be applied in stores to select UGG Australia classic product, including Classic mini, short and tall boots across gender and size ranges and on select loungewear and apparel (excluding toddler and infant). The ‘Bling It On’ service will be performed in the store at time of purchase by trained sales associates.
UGG fans can get creative with a choice of 79 designs, including letters and numbers. Also available are hearts, stars, butterflies, skulls, smiley faces, crowns, bows and paws, and the list goes on. Special location-inspired motifs give UGG fans around the globe a chance to represent their favorite city. The sparkling hibiscus flower, two-toned peace sign and “Aloha” celebrate the expansion of the Hawaii store, a “Big Apple” inspired collection sets the tone in New York City, a “Sin City” series dazzles the Vegas lovers and a Georgia peach completes the assortment to introduce the new store location in Atlanta.
The following US UGG concept stores will be offering the ‘Bling It On’ service:
Madison Avenue, New York, NY
Meatpacking, New York, NY
SoHo, New York, NY
Upper West Side, New York, NY
The Westchester, White Plains, NY
Aventura Mall, Miami, FL
Lenox Square Mall, Atlanta, GA (opening 11.7.13)
Mall of America, Bloomington, MN (opening 10.24.13)
Caesar’s Palace, Las Vegas, NV
Americana at Brand, Glendale, CA
Fashion Valley Mall, San Diego, CA
South Coast Plaza, Costa Mesa, CA
Sutter Street, San Francisco, CA
Honolulu Hyatt Regency, Honolulu, HI
UGG concept stores in Europe and Asia will be adding the “Bling It On” program in November, and additional US locations will be doing so early in 2014.
Alex has written for Vanity Fair, Barrons, Bloomberg and Condé Nast Traveler.