In 1895, in the Austrian village of Wattens, a talented engineer Daniel Swarovski founded a company that, over its more than a century history, has managed to become the most shining brand in the world. This truly family business was developed by the children, grandchildren, great-grandchildren and great-great-grandchildren of Swarovski, and today the company is run by the fifth generation of members of this large family.
Swarovski celebrated its 2021th anniversary in 125, and this grand jubilee was the occasion for the brand to be reborn as the Swarovski Crystal Business - a company that unites all Swarovski divisions into a single, glorious structure.
According to Daniel Swarovski's great-great-grandson Robert Buchbauer, CEO of Swarovski Crystal Business, this year the Swarovski brand is adding a new chapter to its company's success story, re-centering its gravity and moving to the next level of affordable luxury, striving to meet a fundamentally new crystalline lifestyle.
Swarovski's center of gravity has indeed changed, with the reborn company now having a new logo, slogan, philosophy, designs and store concepts around the world.
Updated Swarovski logo and slogan
The brand's renewed symbol, the swan, is now housed within a crystal octagon, symbolizing, as the company representatives, the talent of Swarovski craftsmen and the mystical power of their new beginnings.
The new slogan of the company is “light up your dreams”, which are realized in the Wonderlab laboratory.
Creative laboratory of projects Wonderlab
According to Giovanna Batalia-Engelbert, Creative Director of Swarovski Crystal Business, wonderlab is an idea, an imaginary place for creativity that embodies everything that Swarovski stands for and will inspire employees for years to come.
The new world of Swarovski, created at Wonderlab, is an extraordinary and elegant design that meets science and magic with an innovative approach to color, size and style of jewelry.
New Jewelry Collections Swarovski Crystal Business
The first project of the reborn Swarovski brand was the Collection One jewelry collection, created by Giovanna-Batalia Engelbert. “Studying the first drawings of Daniel Swarovski, I was inspired by the magic of his early discoveries and the power of his dreams to create something unique that the world has never seen,” says Giovanna. “When I embark on my own creative journey, I have great respect for the power of transformation that jewelry has, so I wanted to create products that would help women and men accept and feel all the power and uniqueness in themselves.”
Collection One is based on necklaces, earrings, rings, bracelets and body jewelry with large crystals in a bold combination of colors. Jewelry is divided into series MILLENIA, HYPERBOLA, CONSTELLA, MATRIX, MESMERA, HARMONIA, DULCIS, CURIOSA, GEMA, CHROMA, ORBITA, LUCENT, SOMNIA. The versatility of the shining accessories allows you to combine jewelry with each other, unleashing the creativity of their owners.
Swarovski in 2021 is a “wonderful world of crystal magic”, which, among other things, is created with a responsible attitude towards people and the planet.
“Ignite your dreams” - the reborn Swarovski brand was able to ignite the entire world community with its dreams and their bold realization, or else it will be ...
