MILAN — After the debut of Swarovski Created Diamond collections in the U.S. and Canada, Swarovski is to expand its fine jewelry category globally across all flagships and key markets, including China, South Korea, Japan, the U.K., Italy, France and United Arab Emirates.
The global rollout is a prelude to the launch of “Galaxy,” the first fine jewelry collection designed by the brand’s global creative director Giovanna Engelbert with the house’s lab-grown diamonds, that will hit the Swarovski stores in the U.S. and Canada starting Sept. 18.
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The launch of the “Galaxy” collection will mark another key step in the evolution of Swarovski Created Diamonds as it will kick-start a partnership between the company and the International Gemological Institute, or IGI. A global leader for diamond assessment and with almost 50 years of experience in diamond grading, IGI will certify all laboratory-grown diamonds in this collection — and the ones to follow — according to the 4Cs of cut, color, clarity and carat weight.
“Lab-grown diamonds will play a significant role in the future of the diamonds category, and they represent a strategic growth category for Swarovski. Our partnership with IGI will guarantee the quality of each stone in our forthcoming Swarovski Created Diamond collections, enhancing consumer trust and confidence during our global roll out,” said the company’s chief executive officer Alexis Nasard.
Swarovski Created Diamonds are billed to be identical to mined diamonds, only lab-grown and hence considered to be more environmentally friendly. The Austrian crystal house has been offering them since 2016 as part of its business-to-business portfolio, launching colored versions in 2020.
While still under wraps, the “Galaxy” collection is expected to get extra limelight in the configuration of the brand’s new flagship slated to open in Manhattan. As reported, the crystal maker will unveil a two-level, 14,000-square-foot space billed to become a “cultural hub” for the brand at 680 Fifth Avenue by 54th Street in November.
Swarovski Crystal Business, which in 2022 reported a 10 percent increase in sales to 1.83 billion euros, has a global reach with about 2,200 stores and 6,700 points of sale in more than 150 countries and employs more than 18,000 people. Together with its sister companies Swarovski Optik (optical devices) and Tyrolit (abrasives), it forms the Swarovski Group.
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