Tiffany & Co., the upscale jeweler known as much for its turquoise boxes as its silver jewelry and diamonds, said Thursday it will open a store this fall in the luxury wing of Towson Town Center.
Tiffany will open a 3,700-square-foot store with some of the architectural elements of its flagship boutique in New York. It will feature polished marble, a stone arch at the entrance and large glass show windows.
The planned opening is Sept. 3.
The jeweler is opening as the economy is starting to rebound even though consumers are still skittish about spending. Tiffany, which is selective about where it opens stores, sees promise in the Baltimore market, company officials said.
"We have seen many economic conditions and global events, but have always continued to be there for our customers," said George Getschel, director at Tiffany & Co.
Getschel described Towson Town Center as a "prime location" and a "premier destination for shopping."
Tiffany is opening in a nearly two-year-old luxury wing at Towson Town Center, where it will be neighbors with high-end brands such as Louis Vuitton, Burberry, BCBG MaxAzria and Christian Audigier, creator of the Ed Hardy T-shirt line.
The luxury wing has been seen as a sign that upscale retailers were no longer snubbing the Baltimore-area and its working-class roots.
General Growth, the owner of the mall, decided to try to attract luxury retailers after an analysis of the demographics showed the area could support high-end shopping.
"Any center would be ecstatic to have a retailer of the caliber of Tiffany as part of its retail lineup," said Charles Crerand, Towson Town Center senior general manager. Its "reputation for quality and elegance will further enhance our commitment to providing our shoppers with the best shopping experience possible."
A local retail broker said that he believes high-end retailers, including Tiffany, will do well in the long-run at the mall.
"I think they may start off a little slow because of the job market, but it will work in the long-run," said Rene Daniels, principal at Trout Daniel & Associates, a Baltimore retail brokerage.
Tiffany also has a store in Chevy Chase.
The jeweler has said during recent earnings calls that some of its upscale shoppers have started to spend again. It also has benefited from opening stores overseas.
Daniels said Tiffany attracts shoppers with high incomes, but it also is an aspirational brand that attracts consumers who save up to own a piece of the classic jewelry.
The store will carry jewelry in all price ranges, such as diamond engagement rings, celebration rings, diamond jewelry and watches. It also will sell collections by Tiffany designers Frank Gehry, Paloma Picasso, Elsa Peretti and Jean Schlumberger.
Tiffany is known for its turquoise boxes, which are so popular that "Tiffany blue" is a trademarked color.
