SWAROVSKI 2015 High-End Jewellery New Products Launched In June

A gift for a girlfriend? Would you like to buy a SWAROVSKI necklace? Maybe your girlfriend will not feel tall enough, because after all, the Austria brand, which sells fashionable accessories as its selling point, has been selling imitation crystal. But recently, SWAROVSKI has officially launched a high-end jewelry line.

Newly launched Premium jewelry Petal, Eternal Wave and Gossamer are given three series of names, 60 styles, made of sterling silver, 14 karat gold and 14K rose gold, and diamonds are also set. The series will be on sale at some SWAROVSKI boutiques in June 1st, ranging from $125 to $1450.

"Often customers ask us if we have high quality jewellery to sell or when we have to sell it." SWAROVSKI high-end jewelry North American district director Susan Popper told reporters. Although SWAROVSKI calls it a new product line that "responds to customer requirements", it also estimates that the market for premium jewellery will be 2 times -3 times that of fashion jewelry.

Despite the carelessness, high-end jewellery may be the direction SWAROVSKI is exploring. In an interview with Business of Fashion in 2013, SWAROVSKI executive board member Nadja Swarovski said that the brand was hit by cheap crystals made in China and wholesale business was being eaten up. Therefore, she believes that the production of higher value-added and more cutting-edge products will ensure that SWAROVSKI can maintain a healthy profit margin.

SWAROVSKI currently has more than 2000 independent retail outlets worldwide, with annual sales of about 2 billion 800 million euros ($2 billion 965 million), most of which are contributed from crystal products.

Actually, SWAROVSKI In order to launch the senior jewelry series, it has been preparing for some time. Before the new listing of the full listing, last June, SWAROVSKI put several of its designs in some North American shops for a small trial sale. Although SWAROVSKI did not publish the sales figures during the trial period, it claimed that it was "quite successful".

Earlier, SWAROVSKI invited us jewelry designer Matthew Campbell Laurenza to design 15 special editions of premium jewelry for sale by department store Bergdorf Goodman. At that time, the price of the special edition jewellery was as high as $8750 to $118 thousand. It is said that the 60 new series Jewellery The jewels used in the sale of the 15 jewellery sold with Bergdorf Goodman are from SWAROVSKI's own gem purchasing department. These gemstones also offer brands such as Armani, Versace and Martin Margiela.