LIVE WITH STYLE IN SPAREPARTS THE ONYX BOUTIQUE

ustomers take pride when they purchase their luxury vehicle from ONYX Automotive. The dealership is located within Omaha’s preeminent development, Heartwood Preserve. The showroom is clean, sleek, and modern—not loud and chaotic like other dealers. The sales staff is helpful and informative and listens to what people want and need in a new car. From the initial test drive to steering that new BMW, Jaguar, Land Rover, or Mini off the lot, it’s an all-around first-class experience.

For those reasons, it made sense that when customers experienced the ONYX difference, they also showed interest in ONYX apparel and accessories.

Drew Friesen, ONYX Automotive general manager, said, “When you are making a large purchase of a luxury brand, people identify with that, so we wanted to mesh the Onyx brand for them and create that experience as a thank you. We give a bottle of wine to every customer who buys a car. They also get some nice attire. You feel good when you leave here.”

While the custom California cabernet in a hand-etched bottle with each vehicle purchase is a popular customer perk, not everyone is an oenophile. Clients can alternatively receive up to $100 of apparel or items from SPAREPARTS, the ONYX boutique, which opened in spring 2022.

The initiative was an instant hit. Clients were pleased that they had purchased their cars at ONYX, and they wanted to display their discernment with style. Friesen said at first, ONYX drivers purchased t-shirts. Then they requested sweatshirts. The boutique has now expanded to offer shirts, jackets, hats, water bottles, and mugs. The most popular items include hats and water bottles. Every season a new collection arrives, and SPAREPARTS boutiques are now located in all three ONYX showrooms. This summer there will be new automotive brandspecific lines offered in the boutiques.

The ONYX clothing collection, which is made from soft, comfortable fabrics, is another favorite.

“When we created our apparel line, we picked a high-quality vendor and were very selective about the look, fit, and feel of the items,” Friesen said.

Client advisor Morgan Wojtalewicz describes the boutique items as simple, stylish designs. “It is a nice little perk for our clientele,” she said. “Customers light up when they see the apparel selection we offer. Everyone likes to get something extra.”

The clothing line includes jackets, hoodies, and tees in charcoal gray, heather gray, white, or black, or a gray/black camouflage emblazoned with the ONYX logo. The hats are available in traditional trucker styles, a leather patch trucker, cable knit caps with fur pompoms, and a slouch beanie. Wotjalewicz shared that women gravitate toward the sweatshirts because they are so soft. Men love the unique designs of the hats. The trucker styles, Friesen revealed, are especially popular.

The accessories are attracting attention outside the dealership. Strangers often stop ONYX clients to inquire where they purchased their apparel.

“It’s good branding and recognition. When I go out, it’s a conversation piece,” said Christi Copeland, BMW sales manager. “Our customers have been very pleased with the boutique items. The hats, cups, and mugs have been a great hit. They like getting a special thank you for their business.”

Meg Reckling, aftermarket sales manager, said customers love the branding of the custom ONYX line. “People see it, and they know that you bought your car at an ONYX.”

For more information, visit onyxautomotive.com.

“IT’S USUALLY THE ONLY MINI IN THE PARKING LOT. PEOPLE SAY, ‘THAT IS SUCH A COOL CAR! IT’S FUN TO DRIVE.” BRANDI BOYKIN