If there is a name in the fashion industry that can be effortlessly associated with class and sophistication, then Swarovski should be the one. It is a brand which my friend had introduced to me, and I got to say, it is a beautiful marvel. Its fine crystal jewelry has won acclaim all over the world. But, Swarovski is a world of its own, and one must dive a little deeper to know what it constitutes.
In five minutes, you shall find out what the Swarovski Empire is all about. There are 8 points mentioned in the following paragraph. So, let us go!
- It is a family business
Swarovski is an Austrian family business that was started in the year 1862 under a rather expanded name called A.Kosmann, D. Swarovski & Co. Its founders were Daniel Swarovski, Armand Kosman, and Franz Wens.
It has been 125 years since then, and today, the business is handled by the fifth generation of their family members. In the year 2012, Nadja Swarovski, the great-great-granddaughter of Daniel Swarovski became the first female member of the business’s executive board.
- Not really a crystal
Well, it is a technical misnomer to call Swarovski crystals as crystals because they aren’t actually crystals. 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.
- Note the bubbles
Everything has an imitation in the world—so Swarovski is not an exception. You will find many—seriously, many—copycats of its crystals so you must learn to identify the real from the fake. Well, I will give you a tip. The presence of bubbles is the criterion. Any Swarovski crystal will have no presence of bubbles. An imitation would. The vendor may try to tell you that some degree of bubbles will remain but you must not give in to temptation.
- The Reach of the Empire
If we were to spread the wings of Swarovski, then they would cover nearly 170 countries in the world. Yes, you read it right. The world of Swarovski is as far as you can go. There are more than 3,000 stores across the globe, generating revenue in billions of euros.
- Businesses under Swarovski
There is a range of brands under Swarovski. Atelier Swarovski, for example, partners with prominent luxury fashion designers such as Karl Lagerfeld and Jason Wu to produce luxury clothing. Schonbek is aimed at producing crystal chandeliers. Swarovski also manufactures lighting systems, road safety products, optical instruments, read-made jewelry, museum art, and figurines.
A visionary brand would want to expand its horizons. Partnerships, therefore, become very important tools in ensuring that. Swarovski has entered into many valuable partnerships to improve and increase its reputation globally. For example, it partnered with Dior for an exhibition at the Victoria and Albert Museum; it roped in Nadiya Hussain, Kris Hallenga, and Katie Piper as the new brand ambassadors in the year 2018; and it sponsored the Pakistan Super League in the year 2017. Moreover, Swarovski has been in partnership with the widely known Victoria’s Secret for 15 years.
With a brand as influential as Swarovski, it is natural to have movies showcasing it every now and then. There have been a string of movies in which Swarovski was featured. These movies include the mega-hit Titanic, the spy-thriller James Bond: Die Another Day; the dark, psychological horror Black Swan; the Academy Award’s winner, The Greatest Showman; the Disney’s magical Beauty and the Beast; and the dramatic Bohemian Rhapsody.
- Swarovski Crystal Worlds
Also known as Swarovski Kristallwelten, Swarovski Crystal Worlds is an attraction designed by Andre Heller for showcasing the wondrous crystal glass of Swarovski. It was open for the public in the year 1995 and is situated in Wattens, Austria which is incidentally the headquarters of the company.
The attraction is most popular for its concept of chambers bearing influences of the 16th century. In its Chambers of Wonder, 17 rooms with different thematic presentations have been decked out in Swarovski crystals.
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