Bling It On: UGG® Launches In-Store Swarovski® Crystal Customization

Oct 17, 2013, 10:45 ET from UGG Australia

NEW YORK, Oct. 17, 2013 /PRNewswire/ -- UGG® is adding some bling to your step! Beginning October 19th,  UGG fans will have a sparkling 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 dazzling 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. 

Pricing on applications range from $5.00 - $75.00.

The following US UGG Australia 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.

About UGG Australia:

UGG® Australia has built a reputation on luxury and comfort by using only the finest materials in the world, employing the highest standards of craftsmanship and delivering new and innovative styles well beyond the original sheepskin boots and slippers.  UGG Australia is recognized as a premium lifestyle brand that offers footwear, apparel, outerwear, accessories and handbags and has grown to over $1 billion in sales.  UGG Australia concept stores offer the ultimate brand experience with over 70 stores worldwide including New York, Chicago, San Francisco, Los Angeles, Miami, London, Tokyo, Shanghai, Beijing and Moscow.  UGG Australia operates on several social media platforms including Twitter, Vine, Pinterest, in addition to a branded blog entitled Plush Hour.  In 2012 the brand exceeded two million fans on Facebook.  Every genuine UGG product is linked together by the unforgettable sheepskin experience, and a feeling that is truly like nothing else. 

About Swarovski:

Swarovski®, known for adding "sparkle" to people's everyday lives, is the premium brand for the finest crystals. For more than 100 years, the company has been recognized for its pioneering spirit, its collaborations with designers, and its responsible behavior. In its continuous effort to strive for excellence and the highest standards of customer service, Swarovski has created a comprehensive product and service offering that delivers distinctive values to its customers.

About Deckers Outdoor Corporation

Deckers Outdoor Corporation is a global leader in designing, marketing and distributing innovative footwear, apparel and accessories developed for both everyday casual lifestyle use and high performance activities.  The Company's portfolio of brands includes UGG® Australia, Teva®, Sanuk®, TSUBO®, Ahnu®, MOZO®, and HOKA ONE ONE®.  Deckers Outdoor products are sold in more than 50 countries and territories through select department and specialty stores, 105 Company-owned and operated retail stores, and select online stores, including Company-owned websites. Celebrating the 40th anniversary of its founding in 2013, Deckers Outdoor has a history of building niche footwear brands into lifestyle market leaders attracting millions of loyal consumers globally.  For more information, please visit

SOURCE UGG Australia