Crystal Couture to make move to ‘clicks and mortar’

Staff Reports • May 29, 2014 at 7:00 PM

Crystal Couture, the dress shop on the Lebanon Square known for its bling and accessories, will soon broadening its horizons as it enters a new chapter of expansion. 

While closing its doors on its present location, the new Crystal Couture will undergo a facelift. 

“We’ve loved our home,” said owner Helene Singer Cash of her nearly four-year location. “But we’ve simply outgrown it.”

Cash is investing in a building all her own, just three doors down from the current Crystal Couture store. The new location boasts a storefront inviting patrons and passers by to “guess what’s happening behind the brown paper bag.”

In what Cash described as a blend of retail, experimental and interactive, the next phase is what she said is a passage to the ultimate destination. 

Cash said the current storefront will relocate by the end of June, and the business model will change from “bricks and mortar to clicks and mortar” to focus on the next phase of the business, online sales. 

“Yes, for now the storefront will be leaving the square,” Cash said. “We are working on a new commercial space for a showroom located at The Mill that will be open by appointment for personal styling, shopping events and more. We plan to have open houses about once a month and still be a huge part of the community. This part won’t change.

“We are excited to take the brand global and keep our hometown roots and still be a part of our community. We are working very hard to ensure everyone understands we are not closing and going away – just growing a bit differently. I appreciate your support and looking forward to changes and growth.”

In the interim, Cash said the plan is to keep in touch with what she called her “Core Couture Club.” She said special promotions, events and one-on-one consulting would be made available by appointment, and sneak-peek previews would be by invitation. 

“So it’s very important to join Club Couture,” Cash said. “Yes, we’re about Facebook. Yes, we’ll be working our social media. But in the end, I plan to stay in touch directly with those who’ve made our business the success it is today. In time, you’ll be able to shop Crystal Couture 24 hours a day, seven days a week.”

To join “Club Couture,” go to sparklenow.com. 

“And no, we never sell our lists,” Cash said. “Our clientele is our most cherished asset. To be certain, you won’t want to miss what’s coming up next.

“We’re not going away. To the contrary, for the time being, we’ll shift from bricks and mortar to clicks and mortar with a super exciting kickoff just around the corner.”

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