Swarovski crystals become real diamonds. A quantum leap for now tested in US, but that may soon arrive in Europe. Basically, the Austrian group alongside its collection of bijoux goes to high-end jewelry also. His latest collection, in fact, includes diamonds set in jewelry in silver and rose gold and yellow 14-carat. Objective: to conquer women who want to wear jewelry full blown. The prices of bracelets and rings with real diamonds range from 125 to 1,450 dollars (about 110-1200 euro). A strategy that, in fact had already been announced by Swarovski and is part of its program of development of the brand Vision 2020. According to Susan Popper, head of activities related to Swarovski jewelry for North America, that it is “a natural extension “for the company. “We are bringing a new idea in jewelry market. The support of our brand recognized worldwide can consolidate our group to new consumers. The Swarovski jewelery collection will appeal to customers who want to precious jewels. ” According to the manager, the market’s highest level of the jewelry is two to three times what fashion-jewelery. The brand does not intend, however, to give up of bijioux based on the use of crystals.
The new collection has been developed specifically for North America and will be available through selected stores and independent retailers. It is not the first time that Swarovski releases a collection of jewelry: for example, has already launched a range of jewelery in China and has collaborated with designer Matthew Campbell Laurenza through its division Atelier Swarovski. On the other hand, if this business until 1980 Swarovski was 70% represented by crystals, this category now represents only 30% of the business. The company also announced its entry into the field of wearable technology. We will soon see the diamonds Swarovski in Europe? Federico Graglia
