Dallas–Ylang 23 has long been a proponent of omnichannel retail, operating an active e-commerce website as far back as 2001 alongside its original Dallas storefront.
Now, it’s proving that brick-and-mortar is as important for its business as it’s ever been.
The retailer will open its second retail location in Fort Worth, Texas, this June.
The 2,200-square-foot space will be located at “The Shops at Clearfork,” a new retail center from companies Simon and Cassco Development Co.
“The team from Cassco and owners of Clearfork approached us about opening in the new luxury center they had in construction, and as we were already considering brick and mortar expansion, we jumped on the opportunity,” Ylang 23 Vice President, Business Development Alysa Teichman explained to National Jeweler.
“We have many clients in Fort Worth and surrounding communities, and we see this as the ideal way to make our amazing product mix more accessible to them. The city of Fort Worth is also known for its combination of arts and culture and Texas flare–it’s nicknamed Cowtown–so we think that the customer base there is a great fit for who we are and what we do.”
Teichman’s team will be hiring a store manager and sales associates for the new store’s day-to-day operations and said the location will have a “clean and modern” look with “pops of color and great art.”
Ylang 23 customers can expect more of the company’s events like piercing parties and trunk shows at the Forth Worth location, as well as some opening parties.
The company was founded in 1985, originally located in the Dallas Galleria in two different locations, moving to The Plaza at Preston Center in 2014.
“We have been in Dallas and online for so long. There are obviously limitations to what you can do online, and we feel that given the emotional aspect to purchasing jewelry, it’s important to have that brick-and-mortar touch point,” Teichman said about the importance of a physical store focus.
This growth can be expected to continue for the company.
“As we look to expand,” she added, “we will consider locations where we already have strong bases of customers.”