How Can SWAROVSKI Make The Cheap Crystal Become A Fashionable Brand?

The birthplace of Nadja Swarovski is located in the house next to SWAROVSKI's headquarters in Austria. Looking out of her bedroom, she can see a huge SWAROVSKI logo. When she was little, her father was in charge of crystal production. His pocket was always full of crystal. Since it was still a little girl, Nadja had never lost crystal to pform jeans and made his necklace bracelet. Even though, at that time, crystal was only seen in costume or pasted diamond, and crystal was an indispensable part of her growth path.

The company, which is worth 3 billion 20 million euros, has been doing everything from designer jewelry to animal pendants to chandeliers, crystal accessories and pavement reflective materials.

Swarovski has also become a world-renowned fashion brand under the leadership of Nadja Swarovski, the design director.

Every year, SWAROVSKI will make crystal curtain for the Oscar prize presentation ceremony, and maintain long-term cooperation with fashion designers in garments, costume and jewelry, and support young designers such as the early Lee Alexander McQueen.

The company continues to provide crystal for Hollywood movies.

Over the years, brands have been innovating, such as making crystal fabric, crystal zippers and glasses.

In 2012, the company's entire series was made of lead-free high-grade crystal. Recently, the company developed Xero (high precision polycrystal diameter of 7 millimeters), which can be used for many products.

In recent years, the company has recently repositioned and developed its products.

At the same time, SWAROVSKI has extended its tentacles to real estate and will work with Tebyan, a real estate developer in Dubai, to build a luxury holiday Sparkle Towers, which is expected to be completed in 12 2016.

Now,

The company's annual sales revenue is around 26.1 billion, of which crystal business dominates. Its products include: statues, jewelry, accessories, lighting equipment, crystal components and colored gemstones.

75%, which occupies the overall crystal business, has annual sales of about $1 billion 950 million.

SWAROVSKI has 30 thousand employees and 2480 branches worldwide.

At the end of 2014, SWAROVSKI launched a new quality label, and put it on the "Crystals From Swarovski", so that customers can conveniently query the authenticity of crystal from the Internet.

Langes-Swarovski, the family responsible for crystal business, reveals that in most cases, a SWAROVSKI (artificial) crystal is about 30 times more expensive than the low-end popular product.

SWAROVSKI is now in charge of the 5 members of SWAROVSKI family. Nadja is the media director and design director of the enterprise. Robert Buchbauer is chairman and director of consumer products business. Daniel J. Cohen is responsible for gem, lighting and pavement reflective materials. Langes-Swarovski is responsible for crystal business, Mathias Margreiter is responsible for financial and administrative business.