Wellington Global has opened a Pica LéLa jewellery pop-up boutique at Sydney Airport’s International Terminal (T1).
The outlet is located at the intersection of Piers B and C, targeting all passengers passing through the 12m wide post-security shopping precinct.
It is the fashion jewellery brand’s first monobrand outlet. Wellington Global brands, including opal specialist Wellington Jeweller, are featured in other stores across Australian airports.
Wellington Global said the new Sydney airport pop-up underlines the company’s aim to increase Pica LéLa brand awareness and to gain customer and market insight.
The pop-up opened on 13 January to target Chinese New Year traffic, and will run until 31 March. It will re-open from 1 September until 31 October.
The outlet features eight collections and highlights a necklace with the 2019 Chinese zodiac, the pig. The piece is offered with free earrings and presented in a red velvet pouch. The same necklace is available inflight on selected airlines in the Asia Pacific region, including Singapore Airlines, Hong Kong Airlines, Hong Kong Express, Air Macau and China Airlines.
The Luxe range, which was launched at last year’s TFWA World Exhibition in Cannes, is also highlighted, with its Paris-inspired ranges including pearls and coloured stones.
Marketing activities to support the pop-up include happy-hour discounts, staff pick of the day and ‘lucky’ red pouches.