Alex and Ani hosted a grand opening event at our new location at Patriot Place in Foxboro, Massachusetts on Thursday, October 17, 2013. Numerous excited fans lined up outside the store to be among the first to socialize, shop, and celebrate.
The red carpet was set up outside the store, complete with an Alex and Ani step and repeat for photos. Also, several digital screens flashed inspirational messages to fans and passersby alike to help spread our message of positive energy. The ever popular light show was in full effect as well, pulsing to the beat of songs by Colour of London, the voice of Alex and Ani.
Lite bites and Prosecco were served and Alex and Ani tote bags containing Light and Ignite votive candles and Scent 7 beauty samples were distributed to the first twenty guests. All other guests received a Light and Ignite votive candle and Scent 7 beauty sample inside an Alex and Ani shopping bag.
The night was truly one to remember with several VIPs in attendance, such as media outlets, four of the Patriots cheerleaders, and even Robert Kraft, owner of the Patriots! However, the best part of the evening was that 15% of all sales went to the New England Patriots Charitable Foundation.
Thank you to all who came out to support us for this milestone. We truly appreciate your love and support!
Giovanni Feroce, CEO of Alex and Ani, looks on with the Patriots cheerleaders during the ribbon cutting ceremony on the red carpet.
Robert Kraft, owner of the Patriots, and Giovanni Feroce, CEO of Alex and Ani, speak with media at the event.
Fans eagerly flocked to the store to explore our various collections, such as the new NFL collection.
Four of the Patriots cheerleaders were in attendance and mixed and mingled with guests.
A fan proudly displays her Patriots bangle.
Giovanni Feroce, CEO of Alex and Ani, received an honorary Patriots jersey.