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Swarovski® History

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Swarovski® Crystals are the finest quality precision-cut crystal on the market today and has proudly held that position for over 125 years. SWAROVSKI® CRYSTAL is the premium brand for the finest crystal elements that are faceted with tremendous accuracy, creating optically pure and brilliant prisms. Radiant colors and/or sparkling coatings are added to these crystals to create beads, pendants and stones of dazzling beauty and tremendous variety of shapes and sizes. Swarovski® Crystal is unmatched in quality and distinction.
*All Swarovski Pendants are made with Advanced Crystal, an innovative, lead-free* formula.
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RECENT CHANGES to Swarovski® — (September 2021) Swarovski® distribution of crystal components is ending worldwide. By the end of September 2021, they will stop product distribution to resellers of Swarovski® crystals.
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SWAROVSKI® CORPORATE RESTRUCTURING
NOTICE (Nov 18, 2020) — From our Swarovski Representative: "Swarovski has been successfully operating for over 125 years. To ensure that we remain a sustainable and relevant business in this rapidly evolving retail and manufacturing environment, we have recently embarked on an extensive transformation program. Over the past months Swarovski has merged its B2B and B2C businesses, reviewing all fields of activity worldwide to ensure that they are in line with the new economic realities. We still feel high appreciation for all the creative art works and are grateful for the passion that our customers show for our crystals, but economic realities required difficult decisions that had to be made.
As a result of this Swarovski has decided to re-align its B2B business model and will thus focus in the future on fewer segments in the luxury, accessories, fashion & selective niches. In the course of the year 2021 Swarovski will also streamline its global distribution strategy and withdraw from offering Swarovski® components that are tailored for the DIY and nails retail segment. Therefore we will unfortunately not be able to serve you with Swarovski® products in the future."

From Swarovski C.E.O. Robert Buchbauer: “After years of exuberant expansion, Swarovski needs to refocus and learn that less is more. That means exiting the low-margin wholesale business where cheaper competition from Egypt or China has dented profit.” (Mathias/Gretler 2020)

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HISTORY of Swarovski®

THE BEGINNINGS OF SWAROVSKI® —In 1862, Daniel Swarovski was born in Bohemia to a family that owned a crystal-cutting company. Now part of the Czech Republic, the Bohemia region has a rich history of crystal craftsmanship. In 1883, Daniel formed a jewelry company and by 1886, they had over 70 employees, and supplied jewelry for Queen Victoria. In 1891, Daniel registered a patent for the crystal cutting machine that he created and in 1895, moved from Bohemia to Wattens, Austria to begin crystal production.
ADAPTING TO TRENDS —  In 1911, Daniel Swarovski and his family built their own glassworks factory and produced premium quality glass. During the 1920's, the "flapper" fashion trend caused a surge in demand for fashionable Swarovski designs. Shorter women's hairstyles led Swarovski to create a crystal-embellished fabric headband, which was also used as trimming for clothing. After the end of World War II, the company founded Swarovski Optik which used its expertise in glass manufacturing to create lenses, binoculars, and telescopes, making Swarovski a market leader in precision optics.
THE FASHION BOOM — In the years following World War II, fashion became a huge trend. Popular designers such as Coco Chanel, Christian Dior and other Hollywood designers snapped up Swarovski crystal designs. In 1956, Daniel Swarovski collaborated with Christian Dior to create the popular Aurora Borealis (AB) effect that is still used to this day on crystal colors.
During this era, Hollywood designers started using Swarovski Crystals en masse. Marilyn Monroe wore crystal in "Gentlemen Prefer Blondes" and during her famous birthday song to John F Kennedy. Swarovski Crystals were also used for the Ruby Slippers in "The Wizard of Oz" and they made appearances in "Sabrina" and "Breakfast at Tiffany's." In 1974, the company developed the Hotfix technology allowing crystals to be fixed directly to clothing and fabrics without metal or plastic settings. In 1989, Swarovski replaced its original Edelweiss logo with the Swan logo, which is used on Swarovski packaging and storefronts around the world.
THE MODERN ERA —  Swarovski continues to partner with fashion designers and architects to innovate and create new designs pushing the capabilities of crystal design.
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[Article References: (1) Posted by Rhinestones Unlimited 11/18/2020; (2) The End of Swarovski Crystal Components Availability to the Public is Real, Worldwide. It is Time to Open Your Mind and Move Forward by Rhinestone Guy 7/1/2021; (3) JewelrySupply.com "120 Years of Swarovski® Crystal."]