Swarovski

Swarovski creates beautiful crystal-based products of impeccable quality and craftsmanship that bring joy and celebrate individuality. Founded in 1895 in Austria, the company designs, manufactures and sells the world's finest crystal, gemstones, Swarovski Created Diamonds and zirconia, jewellery and fashion accessories, as well as crystal objects and home accessories. 

Swarovski Crystal Business has a global reach with approximately 2,400 stores and 6,700 points of sales in around a hundred and forty countries. A responsible relationship with people and the planet is part of Swarovski’s heritage. Today this legacy is rooted in sustainability measures across the value chain with an emphasis on circular innovation, championing diversity, inclusion and self-expression and in the philanthropic work of the Swarovski Foundation which supports charitable organizations.

Skilled in the art of glass-cutting, Daniel Swarovski apprenticed as a metalsmith in his father's modest glass factory in Bohemia, now part of the Czech Republic. In 1883 he attended the International Electrical Exhibition in Vienna where inventions by trailblazers Edison and Siemens inspired him to harness hydro-electricity from the Inn river for the grinding processes. In 1891 Swarovski patented a machine which could cut crystal with more precision than by hand. In three years Daniel Swarovski, with partners Armand Kosmann and Franz Weis, established a crystal-cutting factory in Wattens, Tyrol, Austria. It was named Swarovski.

With a vision to make "a diamond for everyone" by making crystals affordable, in 1899 the brand used the Edelweiss flower in its logo and expanded to France where it was acclaimed as Pierres Taillées du Tyrol or "cut stones from Tyrol". In 1910-1913, Swarovski built its own glassworks factory. However during WWI, production ceased and when it resumed, the company manufactured grinding disks which were in short supply due to the war. Till date Tyrolit Group is one of the leading suppliers of grinding, drilling and polishing tools.

The post- war 'Golden Twenties' witnessed Swarovski crystals in demand; it was seen in Parisian ateliers and an inspiration to iconic designer, Coco Chanel. In 1931, Swarovski created a crystal embellished band in collaboration with key couturiers. This was developed to accentuate short hairstyles of the era and considered the first 'trend driven innovation' by Swarovski. Later, the brand designed accessories collections in collaboration with designers Jean-Paul Gaultier, Mary Katrantzou, Christopher Kane and Hubert de Givenchy.

During the Great Depression and WWII the factory shut down intermittently. A huge setback for the brand. In 1949, Swarovski Optik was created, which includes binoculars, telescopes and other precision optics. During the Fifties, crystal was a hit in Hollywood and haute couture. In 1956, Swarovski collaborated with Christian Dior, creating a crystal coating that allowed light to refract from crystals in every color of the rainbow. However, it became a rage worldwide when Marilyn Monroe in 'Gentlemen Prefer Blondes', sang 'Diamonds Are a Girl’s Best Friend', sheathed in Swarovski.

Daniel Swarovski passed away on January 23, 1956. Within a few years, his three sons Alfred, Wilhelm and Fritz too passed away and the company was helmed by Daniel Swarovski II and Manfred Swarovski. In another milestone moment, Marilyn Monroe sang Happy Birthday to President John F. Kennedy in 1962 in a sheer chiffon dress sheathed with 2,500 Swarovski crystals. In 1966, Swarovski created its iconic 'Sputnik' design for the opening of New York Metropolitan Opera House. 

Crystal figurines were created as souvenirs for XXII Olympic Winter Games in Innsbruck which eventually led to the creation of the Swarovski Crystal Society. Two years later, the logo changed from the Edelweiss to the swan. After almost a hundred years of existence, Swarovski debuted its jewelry line and opened its first boutique in Bond Street, London. The brand continued its legacy of innovation by developing a bespoke crystal mesh fabric. Vivienne Westwood was the first to use it followed by Alexander McQueen.

On the brand’s 100th anniversary, it opened Swarovski Crystal Worlds as a sparkling shopping experience designed by multi-media artist André Heller. It is one of Austria's leading tourist attractions till date. In 2002, Nadja Swarovski created Swarovski Crystal Palace in collaboration with designers. The following year witnessed Swarovski Crystal Rocks, the first crystal fabric using Hot-Fix technique, which can be ironed, stapled and glued to other materials. A celebrity favourite, Madonna appeared in designs by Arianne Phillips, embellished with thousands of Swarovski crystals. 

In 2006 Crystallised Swarovski Elements was introduced and Signity was created for Swarovski's semi-precious products. In 2009 Swarovski Crystal Watches was launched and the following year, Swarovski created a curtain for the Oscars, handmade with 100,000 crystals. In 2013, The Swarovski Foundation was established to foster creativity and protect the environment. In 2017 Penelope Cruz becomes world ambassador of Swarovski and in 2018 Swarovski crystals embellished the Fantasy bra at the Victoria Secret show, worth over a million dollars.

Swarovski is now helmed by the fifth generation with CEO Robert Buchbauer, Nadja Swarovski and Mathias Margreiter on the Executive Board astride Creative Director Giovanna Battaglia Engelbert. "I have already been committed to the creative direction of Swarovski’s B2B division since 2016 and was focusing on the areas of ingredient branding, design, and content curation then,” Battaglia Engelbert told Vogue. “My new role is a natural evolution and now covers all creative aspects of Swarovski as a whole.”

"The company is currently being realigned along one common vision, one strategy and one organization. With a turnover of 2.7 billion euros and 29,000 employees worldwide, Swarovski is the world’s leading crystal and jewelry manufacturer," states a communiqué.

Swarovski’s mission is to achieve perfection in every facet of its creations by meticulously cutting and polishing gemstones to enhance their natural light and brilliance. This commitment to precision and artistry is at the core of the brand’s ethos, reflecting its dedication to transforming raw materials into dazzling works of art. By mastering the craft of gemstone cutting, Swarovski ensures that each piece captures and reflects light in a way that maximizes its inherent beauty, resulting in products that embody unparalleled elegance and sophistication. Whether in the form of finely crafted jewellery, gemstones, or crystal objects, Swarovski’s mission is to elevate these elements into exquisite expressions of luxury and innovation, offering customers a unique blend of artistry and craftsmanship.

This relentless pursuit of perfection is not just about creating visually stunning pieces but also about fostering a deeper connection with those who wear and appreciate them. By meticulously honing the craft of cutting and polishing, Swarovski aims to inspire a sense of wonder and admiration in its customers, highlighting the natural beauty of the gemstones and crystals. Each product is a testament to the brand’s passion for excellence and its ongoing commitment to pushing the boundaries of what is possible in the realm of crystal and gemstone design. Through this mission, Swarovski continues to set the standard for luxury, precision, and innovation, making it a leader in the global market for fine jewelry and crystal creations.

Swarovski’s vision is rooted in the legacy of its founder, Daniel Swarovski, who sought to make the beauty and brilliance of diamonds accessible to everyone through affordable, precision-cut crystals. This vision, which began with the innovation of a crystal-cutting machine in the late 19th century, has evolved into a global brand synonymous with luxury, craftsmanship, and creativity. 

Swarovski continues to push the boundaries of crystal artistry by blending tradition with innovation, creating products that range from stunning jewelry and accessories to precision optical instruments and home décor. The brand’s commitment to quality and excellence is reflected in its partnerships with some of the world’s most iconic designers and its presence on prestigious stages such as Hollywood and haute couture fashion houses. Through these collaborations and innovations, Swarovski has cemented its place as a leader in the luxury crystal and jewelry market, offering products that are both timeless and trendsetting.

Today, Swarovski is guided by a unified vision that combines its rich heritage with a forward-looking strategy under the leadership of the fifth generation of the Swarovski family. With a global presence and a commitment to creative excellence, the brand aims to inspire and delight customers worldwide, while continuing to innovate in the fields of fashion, design, and technology. 

The introduction of Swarovski’s jewellery line, bespoke crystal fabrics, and initiatives like the Swarovski Crystal Palace and Swarovski Foundation showcase the brand’s dedication to evolving its creative expression and expanding its impact. Swarovski’s vision is to remain the world’s leading crystal and jewelry manufacturer, driving innovation and sustainability while celebrating the artistry of crystal across diverse applications.

Swarovski offers an extensive range of products and services that exemplify the brand’s dedication to craftsmanship, innovation, and luxury. Renowned for designing and manufacturing the world’s finest crystal, Swarovski has become synonymous with unparalleled brilliance and precision. Its collection includes a diverse array of jewelry pieces, such as earrings, necklaces, bracelets, and rings, each crafted with meticulous attention to detail and a distinctive sparkle. 

These pieces cater to a variety of styles, from classic elegance to contemporary chic, making them a favorite among fashion enthusiasts and trendsetters alike. The brand’s jewellery collections often feature Swarovski Created Diamonds and zirconia, offering a sustainable and ethically produced alternative to traditional gemstones. This innovative approach allows Swarovski to create jewelry that is not only beautiful but also socially and environmentally responsible.

In addition to its jewelry offerings, Swarovski is known for its stunning fashion accessories and crystal objects. The brand’s accessory line includes stylish handbags, watches, and sunglasses, all adorned with its iconic crystals, adding a touch of glamour and sophistication to any ensemble. Swarovski also designs an exquisite range of home accessories, such as crystal figurines, vases, and decorative pieces, which serve as statement items that elevate the aesthetic of any living space. 

These home accessories are celebrated for their artistry and craftsmanship, making them popular choices for collectors and as luxurious gifts. Furthermore, Swarovski’s expertise extends to the creation of bespoke crystal installations and sculptures, which have been featured in high-profile collaborations with designers and artists around the world. Through its diverse product offerings, Swarovski continues to push the boundaries of crystal design, delivering timeless beauty and innovative elegance to a global audience.