Swarovski Approaches Its 125th Anniversary With Jewelry And Watch Lines Burnished By Environmental Responsibility (2022)

While the Austrian heritage brand Swarovskihas long been renowned for pioneering precision-cut crystals, beads and other jewelry elements in every shape and color of the rainbow, it’s also famed for its global reach, business innovations and history of environmentally sustainable business practices. The company’s Wattens, Austria headquarters and other facilities use clean energy to create Swarovski’s myriad products, and the brand continues its tradition of business innovation and technical excellence while instituting practices to further reduce its carbon footprint. As Swarovski approaches its 125th anniversary in 2020, “Our goal is to reduce packaging by 80 percent by the end of our anniversary year,” says Robert Buchbauer, Chairman of Swarovski’s executive board and CEO of its consumer goods business. “I know this is putting pressure on our people," the great-great grandson of company founder Daniel Swarovski explains, “but this initiative is both environmentally responsible and perfectly in tune with our founder’s philosophy.” Buchbauer, who founded Swarovski’s men’s and women’s watch division in 2009, is justifiably proud of the Swarovski brand heritage.

The company founder Daniel Swarovski apprenticed as a metalsmith in his native Bohemia, formerly a leading center for production of hand-cut glass, which is now part of the Czech Republic. In 1883, Swarovski attended the first International Electrical Exhibition in Vienna, Austria, where inventions by such pathfinders as Edison and Siemens triggered his quest to harness the power of electricity to create machinery for glass cutting. In 1891, Swarovski registered a patent for a machine which could cut crystal with incomparable precision. Intent on making his crystals accessible to the widest possible audience, Swarovski’s goal was to create “a diamond for every woman.” By the 1920s, Swarovski crystal jewelry was in demand around the world, with the company’s crystals adorning evening dresses, blouses, hairbands, shoes and other accessories.

Some more fast facts to help put this storied brand in perspective:the Swarovski CrystalBusiness is one of the company’s highest grossing units, with 2018 revenue of about 2.7 billion euros. It encompasses 3,000 stores in around 170 countries with more than 29,000 employees. Swarovski also creates various collections of design-driven fine and fashion jewelry, watches, personal and home accessories; crystal chandeliers plus such optics as professional quality binoculars, all of which are available within 12,000 multi-brand doors.

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“Swarovski pioneered the creation of the highest quality, most consistently precise and uniform crystal gemstones over 100 years ago,” explains Kris Ciulla, vice-president of design and sales for Ciner, a New York-based, family-owned jewelry company founded in 1892. Ciulla, who has been designing jewels that are set with Swarovski crystals for over two decades, relates, “With their beautiful colors, myriad shapes and technical perfection, Swarovski crystals helped revolutionize the jewelry and fashion industries, thus assuring Swarovski’s prominent place in the history of applied arts.”

As Ciulla tells it, after the Great Depression hit in the late 1920s, Ciner and other fine jewelry brands adapted to hard times by setting Swarovski crystals into their vintage fine jewelry molds to create “beautiful fashion jewelry of the highest quality. As the quality of Swarovski crystals was consistently superb and the supply was plentiful,” she explains, this propelled many a fashion jewelry company to greater heights while also helping fulfill Daniel Swarovski’s goal of producing “a diamond for every woman.”

When Robert Buchbauer is not traveling around the world on Swarovski-related business or facilities in Thailand and Vietnam, he is based in Männedorf, Switzerland. “We intend for our ever-expanding digital business and growing range of digital concept stores, known as Swarovski Crystal Studios, to help us reduce use of paper, plastic and other materials,” Buchbauer relates.

Swarovski’s first digital U.S. concept store opened at the luxurious South Coast Plaza mall in Costa Mesa, CA.. in November 2019. Uniting luxurious brick-and-mortar retail services with “virtual” shopping scenarios, the Crystal Studio experience offers mobile checkout, plus interactive and digital “touch points” that include virtual try-on stations like the “Sparkle Bar.” This mirrored zone allows shoppers to test products under various lighting conditions, source style insights from social media, and experience jewels that may have remained undiscovered in more conventional retail environments.

Buchbauer explains that the new retail concept was designed after quizzing consumers about their wants, dreams and needs, through studying the digital shopping habits of millennials, along with the digitally-driven lifestyles of Gen Z. “Asking ‘How can we engage with customers by providing a sparkling experience in our stores?’ also guided the creation of Swarovski Crystal Studios,” Buchbauer notes. “Our concept stores redefine and expand traditional staff and consumer roles by facilitating friendly, interactive dialogues between humans, and between humans and digital technologies.”

Swarovski worked withPatricia Urquiola’s Studio Urquiola team to design the Costa Mesa store. Colored in Swarovski’s signature shade of midnight blue, the boutique’s walls display jewelry in mood board-like arrangements. While shop window screens entice passersby with their bejeweled imagery, large in-store screens picture seasonal and brand ads, and interactive tablets provide extensive styling advice.

When I comment on how harnessing new technologies to sell products seems a wise move in our era’s increasingly challenged physical retail environment, Buchbauer replies, “Using technologies to our best advantage is part of Swarovski’s DNA. Since 1895,Swarovskihas been using hydroelectric power from nearby rivers to manufacture the highest quality crystals, natural gemstones, lab-created diamonds and lab-grown colored stones. Our founder, my great-great grandfather DanielSwarovski,” Buchbauer continues, “started his crystal-making business in Wattens because of its proximity to rivers which are sustainable energy sources.” When I venture that DanielSwarovskiwas an early environmentalist, Buchbauer explains, “Daniel was into renewable energy and sustainability decades before such concepts resonated in mass consciousness,” Buchbauer says. “We remain inspired by his intuitive and artistic way of working with nature to create luxury goods that add sparkle, value and charm to everyday life.”

SwarovskiConsumer Goods Creative Director Nathalie Colin agrees. “Creating enchanting crystals and brilliant jewelry with the help of smart technologies lives at the heart ofthe Swarovski philosophy, method and mission. So does environmental sustainability and high respect for our employees, as well as the many artists we collaborate with on special projects.” Based in Paris, Colin oversees a creative team of 50 staff members hailing from 21 countries. Although she has served as Creative Director since 2006, Colin maintains a perpetual sense of wonder about her position.“After 13 years dedicated to crystal creations, I am still excited every time we kick off a new collection. Crystal is such a versatile material, lively, adding positive and glamorous touches to every design. Like its many facets, there are myriad layers of inspiration that I can explore in designing with crystal.” Given that Swarovski crystals can transform a few points of light points into thousands, it seems fitting that the themes of Swarovski’s autumn/winter 2019 fashion jewelry collections are inspired by the wonders of cosmic, earthly and human light.

“For Fall/Winter 2019,” Colin begins, “our fashion jewelry collections are shaped and illuminated by the recognition that our lives are guided by the power of light, in its many celestial, earthly and human forms. Moreover,” she continues, “Each one of us must nurture our imagination, our inner light, in order to be fully awake and aware.”

To help us on our path to enlightenment, pieces in Swarovski’s Duo Moon and Star fashion jewelry collection for Fall/Winter 2019 embody luminous moons, sparkling stars and other celestial motifs that are beautiful, universal and timeless. Combining pure, white and bright Nordic landscapes with polar wildlife motifs, the Polar Bestiary collection features an icy crystal pavé ring crowned with a wolf’s head, antler-framed crystal pendants and an infinitely luminous, smooth and multi-layered crystal necklace that illuminates the face with all the power of a meteor shower.

The clear brilliance of sunshine on snow infuses the crystalline North and Magic collections with a look reminiscent of winter’s first snowfall. In rose gold or rhodium tones, the organically beautiful rings and pendants in the North and Magic collections recall icy snowflakes and crystalline glaciers. A double-stranded necklace with a circular crystal motif glistens with frosty brilliance.

Those who seek the light within may find Swarovski’s tarot-themed Chromancy collection to their liking.Dressed in winter blues and emblazoned with such motifs as tarot cards, the moon and brilliant stars, the jewels in this group glow with mysterious and symbolic suggestive power. How do Colin and her team manage to create such evocative adornments? According to her, it’s almost as if they can read each other’s minds, and channel the philosophy of Daniel Swarovski, the company’s founder.

“Thedesignersfully understand my creative vision and my main points of focus,” says Colin. “Our jewelry and other consumer goods aim to embody enchanting colors, a contemporary spirit, form and overall effect, plus versatility,personality,and a dedication to design differentiation based on our crystal DNA.”The 2019 “Naughty” and “Nice” jewelry collections exemplify this, as does the 125th Anniversary jewelry collection which abounds with reinterpretations of classic Swarovski jewelry. What would Daniel Swarovski do if he could see what the company he founded is doing today? According to Colin, “I think he would be amazed by our rapid prototyping and 3-D printing equipment, which allows us to take a drawing of a jewelry, homeware or other design and create a sample within 24 hours. And I think he’d approve of the decisive steps we are taking to become an ever more sustainable business.”

FAQs

What is the meaning of Swarovski Elements? ›

Swarovski Elements is the brand name for the loose Swarovski crystals used by the fashion, jewelry, and accessories industries. Genuine Swarovski crystals are used in products designed and made by other manufacturers and they carry a “Made with Swarovski Elements” label.

Why is Swarovski so special? ›

The combination of a secret chemical formula and the highest degree of precision cut produces the world-renowned Swarovski crystals. The Swarovski crystals are more expensive than regular glass because of its fine materials and a complicated manufacturing process.

How is Swarovski sustainable? ›

The company's current crystal collections feature Swarovski Advanced Crystal, the world's first lead-free crystal, which is produced responsibly, with 1/3 of the energy from renewables and 70% of the water use met through recycled sources.

Where does Swarovski crystal come from? ›

Swarovski delivers a diverse portfolio of unmatched quality, craftsmanship, and creativity. Founded in 1895 in Austria, the company designs, manufactures and markets high-quality crystals, genuine gemstones and created stones as well as finished products such as jewelry, accessories and lighting.

What do Swarovski crystals symbolize? ›

Therefore, wearing Swarovski crystals® indicates a collaboration with all things we perceive. And this means a rare form of unity. Wearing glass crystals represents transformation for obvious reasons as for the way that they are created. It also represents rebirth, focus and communication.

Is Swarovski crystal worth anything? ›

Overpriced Relative To Resale Value

They may look beautiful because of their finely cut crystals, but on the resale market, Swarovski crystals are not worth much because glass crystals are just not inherently valuable.

Why are Swarovski diamonds so expensive? ›

Well, this is because of the production process and precision required in creating a Swarovski crystal. Swarovski uses only the finest materials, superior production, cutting and polishing to fashion faceted lead glass that is known around the world for its brilliance and value.

Are Swarovski crystals better than diamonds? ›

BRILLIANCE. Diamonds shine more brilliantly than Swarovski crystals. Diamond has a refractive index of 2.42, while Swarovski has a refractive index of 1.7. In gemology, the term "brilliance" refers to light reflection.

Is Swarovski Jewelry real? ›

Swarovski Crystals Aren't Naturally Occurring

They're actually lead glass crystals created using quartz, sand, and minerals. In fact, they're about 32% lead.

Is Swarovski environmentally friendly? ›

Our Fluenta family makes waves with sustainable style. Crafted from recycled metal and reignited crystals in fluid lines, Fluenta is inspired by nature and reduces our impact on the environment, too.

Are Swarovski crystals environmentally friendly? ›

While most of the world's non-renewable crystals and gems wreak environmental havoc and encourage civil unrest with dire consequences, Swarovski crystals have always abided by the highest of ethical and sustainability standards.

Are Swarovski diamonds ethical? ›

Swarovski is certified by the Responsible Jewellry Council. In its jewelry collections, Swarovski launched lab-grown diamonds in 2016, expanding those into the Atelier Swarovski Fine Jewellery line. It also introduced responsible materials including Fair Trade and recycled gold and responsibly sourced gemstones.

Which is better Swarovski crystal or cubic zirconia? ›

Simply put, Swarovski Zirconia is a better variant of Cubic Zirconia. It's also more expensive, however, as it bears the Swarovski brand and is of a higher quality.

What is the difference between Swarovski Crystal and Swarovski Zirconia? ›

The difference between Swarovski Crystal and Swarovski Zirconia Crystal. Bottom Ring is Zirconia, Top Ring is Crystal. Zirconia has more value. Czech Crystal is also made from glass.

How can you tell a diamond from a Swarovski? ›

Swarovski Crystal has a chemical coating that is used to create the many different colours of the crystals and comes in many different shapes and sizes giving them world renowned recognition for their stunning clarity and excellence. Diamonds on the other hand are graded on their colour, cut, clarity and carat.

What type of crystal is Swarovski? ›

Swarovski Crystal isn't a gemstone or even a crystal it's a form of glass that's made at high temperatures by melting silicon oxide powders with lead to form what is known as lead crystal.

Are Swarovski earrings real silver? ›

A true SWAROVSKI item will be made with a hypoallergenic rhodium plate and their signature SWAROVSKI Crystals. SWAROVSKI isn't made from sterling silver so there's no hallmark. They are all beautifully made with their precision cut crystals giving off a dazzling sparkle.

Why is Swarovski a luxury brand? ›

It is basically a type of glass that is created through a patented process. A typical Swarovski crystal will have a higher refractive index than an ordinary crystal. The intricate process involved in giving crystals the world-renowned shimmer is what makes Swarovski crystals more expensive than glass crystal.

Can I pawn Swarovski Jewelry? ›

It designs, creates, and markets fine jewelry and accessories. Pawn or Sell your Swarovski Now at PawnHero.ph - Philippines' First Online Pawn Shop. It's best to use highly valuable items such as jewelry when applying for a loan. This way, you can get the best value out of your pawn.

Can you sell Swarovski Jewellery? ›

Any commercial resale or distribution of Swarovski products sold on the Website is strictly prohibited. Swarovski reserves the right to limit the number of products (or the number of a particular SKU) that may be sold to a customer.

Do people still collect Swarovski crystal? ›

Swarovski crystal jewelry and art have enjoyed lasting popularity. Designers love the sparkling crystals, and collectors can't get enough.

Does Swarovski sell real gold? ›

No.... just no. I always have to tell them the jewelry isn't made out of silver or gold and the crystals are their own creation. Swarovski does not even use semi precious gems. The jewelry will tarnish and the crystals will fall off.

Is Swarovski waterproof? ›

Swarovski rings are made of palladium and gold-plated metal that are designed to withstand wear and tear, but the crystals themselves are better kept away from regular contact with water.

How can you tell a diamond from a crystal? ›

A diamond should have a clear, bright yellow or white color. A crystal will be off-white or cloudy looking. Yellow diamonds are becoming more and more popular, especially in the wedding ring market. These diamonds look like pearls and are generally not as expensive as white diamonds.

What is better than Swarovski crystals? ›

Swarovski crystals are cheaper than cubic zirconia. This is due to the complicated manufacturing process and materials used in CZ. It's also worth noting that CZ is more durable than Swarovski Crystals and can be cut with more facets, offering a better light refraction than Swarovski crystals.

Is Swarovski better than American diamond? ›

Since Swarovski crystals are cut using a machine, they have a similar look. Hence, their precision is better than that of diamonds, which will undoubtedly make you admire them. Diamonds can never have the same cut.

Is Swarovski a luxury? ›

The Swarovski Crystal Business is one of the epitomes of a luxury business empire with a phenomenal global presence having almost 3000 stores in around 170 countries, having around 27,000 employees. The Swarovski Group is made up of Swarovski Crystal Business, Swarovski Optik (optical devices) and Tyrolit (abrasives).

What is the Swarovski symbol? ›

The swan has been a long-standing beacon of the brand's self-expression, added Swarovski, and symbolically, the swan represents the beauty of nature and eternal love, a sentiment it notes is mirrored by its love of crystal.

Can you shower with Swarovski Jewelry? ›

Avoid Swimming & Showering with your Crystals On

Make sure you remove your Swarovski necklaces before going swimming, showering, taking a bath or washing your hands. Swimming pools and hot tubs contain chlorine, which can weaken and damage the delicate plating on your crystals and diminish their beautiful lustre.

Is Swarovski good gift? ›

Is Swarovski Jewelry Worth It? It Totally... - YouTube

Are rhinestones bad for the environment? ›

Glass rhinestones mostly contain lead and often cause environmental problems. In addition, its production process is more complicated. The glass must be heated to a temperature of several thousand degrees and then ground into different shapes, and glass powder waste will be produced in the process.

Are crystals environmentally friendly? ›

Crystals Are A Non-Renewable Resource

The environmental damage doesn't stop with water. What most of us don't think about is that gemstones and crystals are a non-renewable resource – meaning that their supply from geological deposits is finite.

Are crystals better than diamonds? ›

Compared to crystal, diamond is very expensive— diamond's high cost owing to its properties and naturally occurring process. The properties of crystal make it less costly and more affordable.

Where do crystals come from? ›

Crystals often form in nature when liquids cool and start to harden. Certain molecules in the liquid gather together as they attempt to become stable. They do this in a uniform and repeating pattern that forms the crystal. In nature, crystals can form when liquid rock, called magma, cools.

Is Rose Quartz sustainable? ›

For example, rose quartz is probably one of the most sustainable crystals to buy. It can form almost anywhere in the world where water and steam carry those mineral particles into the earth's fractures.

What is better crystal or zirconia? ›

It is sometimes said that Swarovski Crystals have a 'softer' sparkle than Cubic Zirconia, having more of a 'vintage' feel to it. We would recommend choosing Swarovski Crystal pieces if you like a bolder, very sparkly approach to jewellery, and/or if you are looking for coloured pieces to match a dress or outfit.

Can you tell the difference between diamond and cubic zirconia? ›

You will see that the diamond has white or silvery sparkles only. However, cubic zirconia will give out colourful sparkles such as red, yellow or blue. Another important differentiating feature between these two stones is that a diamond possesses sharp facets, whereas a zirconium does not have sharp facets.

What is the highest quality cubic zirconia? ›

The six categories used to describe the quality of cubic zirconia are: AAAAA (the highest quality), AAAA, AAA, AA, A and AB (the lowest quality). The highest quality stones are hard and clear, while the lowest quality stones are cloudy and soft. Most cubic zirconia sold today are rated as AAA quality stones.

Does Swarovski zirconia get cloudy? ›

Since cubic zirconia is not as hard as real diamonds, it's much more susceptible to becoming dull and cloudy over time. While cleaning it will restore its brilliant shine, there are also some things you can do to maintain your jewelry.

What's the difference between crystal and cubic zirconia? ›

High-grade crystal, such as Swarovski, are usually made of silicon dioxide combined with trace amounts of lead. A cubic zirconia is always a man-made stone made mostly of zirconium dioxide with yttrium, magnesium, and calcium.

What is the difference between zirconia and cubic zirconia? ›

The most important difference to remember is that zircon is a naturally occurring mineral while CZ, even though it has been found in nature before, is a lab-created gemstone and is, therefore, not natural and not considered a mineral.

What is more expensive than a diamond? ›

Emerald. Rarer than diamonds, emeralds are also more expensive than the same quality diamond. Their colouring ranges from green to blue-green, and the darker the colour, the more expensive they are.

Does Swarovski gold tarnish? ›

Swarovski jewelry is known for its durability and hard-wearing nature. Like any jewelry, it does tarnish given the right circumstances. It can be cleaned easily. Exposure to harsh chemicals and prolonged direct sunlight can cause fading.

Are simulated diamonds real? ›

Simulated diamonds, such as cubic zirconia (CZ) or moissanite, look like diamonds but are not real diamonds. Simulants do not have the same chemical and physical properties as diamonds and therefore sell at a lower price point.

Are Swarovski Elements real? ›

1. Swarovski Crystals Aren't Naturally Occurring. Crystals might occur in nature, but Swavorski crystals don't. They're actually lead glass crystals created using quartz, sand, and minerals.

What does Swarovski mean in English? ›

Swarovski is a brand name for a range of precision-cut crystal glass which is made only by its producers in Austria. They do not occur naturally in the Earth.

How do you know if Swarovski is real? ›

SWAROVSKI will always come with official packaging and an authenticity card. A genuine SWAROVSKI item will be flawless so when you look inside the crystal, you will not see any bubbles. If you do see a bubble, the item is definitely a fake.

Is Swarovski real crystal? ›

SWAROVSKI CRYSTALS ARE NOT CRYSTAL ACTUALLY

Actually, it's crafted from a type of glass made with a patented procedure. Swarovski Crystal imitation will be able to grab the difference on sight, as it has a higher refraction index as compared to real crystal, and it's more like a diamond.

Does Swarovski last? ›

Swarovski jewelry is known for its durability and hard-wearing nature. Like any jewelry, it does tarnish given the right circumstances. It can be cleaned easily. Exposure to harsh chemicals and prolonged direct sunlight can cause fading.

Is Swarovski Jewelry waterproof? ›

Swarovski rings are made of palladium and gold-plated metal that are designed to withstand wear and tear, but the crystals themselves are better kept away from regular contact with water.

Can you sell Swarovski Jewellery? ›

Any commercial resale or distribution of Swarovski products sold on the Website is strictly prohibited. Swarovski reserves the right to limit the number of products (or the number of a particular SKU) that may be sold to a customer.

What is the difference between Swarovski Crystal and Swarovski Zirconia? ›

The difference between Swarovski Crystal and Swarovski Zirconia Crystal. Bottom Ring is Zirconia, Top Ring is Crystal. Zirconia has more value. Czech Crystal is also made from glass.

Can I pawn Swarovski Jewelry? ›

It designs, creates, and markets fine jewelry and accessories. Pawn or Sell your Swarovski Now at PawnHero.ph - Philippines' First Online Pawn Shop. It's best to use highly valuable items such as jewelry when applying for a loan. This way, you can get the best value out of your pawn.

How can you tell a diamond from a crystal? ›

A diamond should have a clear, bright yellow or white color. A crystal will be off-white or cloudy looking. Yellow diamonds are becoming more and more popular, especially in the wedding ring market. These diamonds look like pearls and are generally not as expensive as white diamonds.

Can you tell the difference between Swarovski crystal and diamonds? ›

Due to the superior quality it is nearly impossible to tell the difference between a real diamond and a Swarovski simulated diamond. The brilliance, sparkle and luster look virtually identical and have the characteristics of a colorless Ideal cut virtually flawless diamond.

What is the Swarovski symbol? ›

The swan has been a long-standing beacon of the brand's self-expression, added Swarovski, and symbolically, the swan represents the beauty of nature and eternal love, a sentiment it notes is mirrored by its love of crystal.

What is the Swarovski mark? ›

the edelweiss flower was used from 1899 to 1988. the square SC logo, or block logo, was used on Silver Crystal products from 1976 to 1988. the swan logo mark was adopted in 1989 and is still used today.

Does Swarovski sell real gold? ›

No.... just no. I always have to tell them the jewelry isn't made out of silver or gold and the crystals are their own creation. Swarovski does not even use semi precious gems. The jewelry will tarnish and the crystals will fall off.

Are Swarovski diamonds expensive? ›

Since Swarovski crystals are made from non-precious lead glass, their raw material value is low. As a result of their prestigious reputation, however, their crystals are more expensive than those of competing manufacturers.

Is Swarovski a luxury? ›

The Swarovski Crystal Business is one of the epitomes of a luxury business empire with a phenomenal global presence having almost 3000 stores in around 170 countries, having around 27,000 employees. The Swarovski Group is made up of Swarovski Crystal Business, Swarovski Optik (optical devices) and Tyrolit (abrasives).

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