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                                                                    EXHIBIT 99.4
PRESS RELEASE
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CONTACTS:
Robert L. Baumgardner                     Mary Ellen Goodall
Little Switzerland, Inc.                  Walter Denby
340/776-2010                              D.F. King & Co., Inc.
                                          212/269-5550
FOR IMMEDIATE RELEASE
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                   LITTLE SWITZERLAND ANNOUNCES ITS NOMINEES
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                       FOR THE UPCOMING ANNUAL MEETING;
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                EXPANDS BOARD OF DIRECTORS WITH APPOINTMENT OF
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                     SEYMOUR HOLTZMAN  AND  RICHARD SIEGEL
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     ST. THOMAS, U.S. VIRGIN ISLANDS, November 17, 1999 . . . Little
Switzerland, Inc. (NASDAQ:LSVIC) today announced that the board of directors has
nominated Kenneth W. Watson and Peter R. McMullin for election at the Company's
annual meeting scheduled for December 21, 1999.  Mr. Watson has been serving on
Little Switzerland's board of directors since 1991, and Mr. McMullin since April
1999.

     Little Switzerland also announced that Seymour Holtzman, and Richard
Siegel, have been appointed to the Company's board of directors, effective as of
the December 21/st/ annual meeting. The appointment of Mr. Holtzman and Mr.
Siegel increases the size of Little Switzerland's board of directors from six to
eight members.

     Mr. Holtzman is founder and chief executive officer of Jewelcor, Inc.
(formerly traded on the NYSE) and founder and former chief executive officer of
Gruen Marketing Corporation (formerly traded on the AMEX).  Mr. Holtzman has
managed public companies for over 25 years and is currently a director of Ambanc
Holding Company, Inc., (NASDAQ:AHCI).  Mr. Holtzman has been appointed a Class
III Director whose term will expire at Little Switzerland's annual meeting of
shareholders in 2000.

     Mr. Siegel is general counsel for Sturm Group, Inc., a private investment
firm headed by Donald L. Sturm.  He will be a Class I Director with a term
expiring at the annual meeting of shareholders in 2001.

     Mr. Robert Baumgardner, President and CEO of Little Switzerland, praised
the new board appointees, saying, "Seymour Holtzman is a recognized business
leader.  We look forward to benefiting from his keen insights and his many years
of successful experience in the retail jewelry industry.  Richard Siegel is a
distinguished attorney whose counsel and guidance will be a tremendous asset as
Little Switzerland continues its efforts to redevelop its business."

     Little Switzerland, Inc. is a leading specialty retailer of brand name
watches, jewelry, crystal, china, fragrances and accessories, operating 20
stores on six Caribbean islands, and two stores in Alaska cruise ship
destinations.  The Company's primary market consists of vacationing tourists
attracted by free-port pricing, duty-free allowances and a wide variety of high
quality merchandise.
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