Swarovski is targeting Lola and Grace, a brand that wants to reach a new market segment, younger than the classic Swarovski target. Lola and Grace bijoux have lower prices (between 20 and 60 euros, while classic Swarovski bijoux start at 60 euros). “Lola and Grace is aimed at a twenty-year-old girl, feisty, with a thousand faces but one personality,” general manager Nina Müller recently said. “We are more in the lifestyle than in jewelry, with stores open for easy and accessible shopping. We like to define ourselves as the icing on the cake, the final touch for every outfit.” Lola and Grace, since it is aimed at young people, is targeting social networks (150 thousand fans on Facebook, 20 thousand on Twitter and Instagram, over 100 thousand views on YouTube) and the web. “We build the brand thanks also to dialogue with consumers on social networks and initiatives such as the #makethemoment campaign, a virtual style community,” explained the manager. Lola and Grace debuted in Great Britain in 2012, while it arrived in Italy this year. There are seven Lola and Grace stores in London, one in Rome (in the Euroma2 shopping center) and a corner in the Coin department store in Piazza V Giornate, Milan. The jewelry can also be found in the Bluespirit jewelry chain of the Morellato group. It seems that they are going very strong: the growth in turnover is around +300% on 2012, also because the data is difficult to compare given that it was not present before, but with the same perimeter we are still at +45%. «We chose to debut in London because the English market is highly competitive in retail. Then Italy, to have confirmation of the English success in a very different context, in terms of distribution and taste», specifies Nina Müller. “Italy, for us, is a key market, worth more than 20% of the total turnover forecast for 2014, and where we plan to open 20 new stores, both directly and in partnership” in the next three years, the focus of expansion will remain Europe, without neglecting the Middle East, Asia and Australia. The launch of the international e-store, available in 21 countries, is scheduled for June 2014.
