Brand Story of Swarovski – Adding Sparkles

Crystals give a woman the feeling of wearing diamonds without paying the price of diamond. ~Daniel Swarovski.

Yes you guessed it right. The brand that I am writing about here is Swarovski – the name that is linked with the brilliance of cut crystals and fashion jewellery.



The Beginning at Wattens


Daniel Swarovski

In the late 19th century, when generation and transmission of electricity was a newly discovered marvel, Daniel Swarovski, born in Northern Bohemia, had patented an electric cutting machine that cut crystal more precisely than by hand.

Inspired by his vision to use crystal to create a diamond for everyone, Daniel Swarovski founded Swarovski in the small town of Wattens, ensconced in the Austrian alps, in the year 1895. The alpine streams provided the water that was needed to generate electricity for running the plant, and the increasing intermingling of arts, literature, music and science in Central Europe in the late 19th century provided the perfect milieu for a business steeped in innovation and creativity.


Adding Sparkles 


Swarovski Wedding Dictionary


The crystals that shimmer in different colours of the rainbow have been used to adorn Queen Victoria’s dresses, to embellish the costumes of Hollywood icons like Marlene Dietrich, Marilyn Monroe and Audrey Hepburn, and to develop exclusive lines for top designers including Jean Loius, Coco Chanel, Christian Dior, Alexander McQueen, Giorgio Armani.



Besides staying at the top end of high fashion and statement jewellery, Swarovski also ventured into developing precision cut gemstones that include sapphire, amethyst and zirconia, and topaz, crystal components for chandeliers, crystal figurines, and crystal watches. The crystal chandeliers have lighted many palaces and Opera Houses, and the crystal curtains have provided the perfect backdrop for the Hollywood stars on the Oscar sets.

Crystal figurine

In 1989, as Swarovski developed into a global enterprise, the company created the distinctive Swan logo for all lines of the crystal business.

The 100 year anniversary of Swarovski in 1995, saw the creation of created Kristallwelten, the crystal art gallery at Wattens, Austria, which displays various art forms made with Swarovski crystals and has a shopping area where you can buy things made from Swarovski crystals.


Democratising Luxury


With 2500 retail outlets all over the world, Swarovski is recognized as one of the top tier luxury brands. The crystals have garnered a cult following, which is evident from the request for custom creations that include a $128,000 crystal toilet (sounds bizzare eh..)  and a $9,000 10-inch Mickey Mouse figurine.

Still a family run business, run by the Executive Board of five family members, Sawarovski functions without a Chief Executive Officer through  the consensus of its board members. The fifth generation family management claim to stick to the DNA of the company and values of Daniel Swarovski.

Besides the Swarovski Crystal Business, the company comprises of Swarovski Optik, producing precision optical instruments including binoculars, telescopes for nature observation, travelling and leisure, and Tyrolit, a leading producer of tools for grinding, sawing, drilling, and dressing.

Taking inspiration from haute couture, the crystal brand adds a touch of fine taste to fashion jewellery, accessories, interior design and lighting with the finest crystals.

What I’m doing is democratising luxury,

says Nadja Swarovski, one of five fifth generation Swarovskis on the executive board (and the only female), as Swarovski charms the world by bringing sparkle to everything from couture fashion collections to avant-garde glassware.

Image credit: Swarovski website  (

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  • author's avatar

    By: Somali K Chakrabarti

    Hi there ! I am a management and leadership coach and a ‘çlinical blogger’. Well, that’s what my family & friends call me now ! Here, I tell stories of different brands, how people relate to the brands and the values, beliefs and emotions that they associate with the brands. Hope you enjoy reading my posts.

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29 thoughts on “Brand Story of Swarovski – Adding Sparkles

  • June 20, 2015 at 7:04 pm

    Swarovski crystals are dazzling and really gives a feeling of wearing diamonds…:-) Nice informative article as always Somali, with a great amount of research… 🙂

  • June 21, 2015 at 4:59 am

    A lovely informative post about Swarovski Crystals which add sparkles and colour to articles from couture fashion collections to avant- garde glass-ware .Glad to know that crystals adorned the costumes of my most favourite star
    Audrey Hepburn .

  • June 21, 2015 at 11:55 am

    Certainly they look gorgeous and classy too!!

  • June 22, 2015 at 9:21 am

    Loved reading about Swarovsky…I feel these days diamonds are cheaper than Swarovsky…

  • June 22, 2015 at 3:43 pm

    I have not really explored Swarovski. Your post makes me want to check them out. They do look very classy and elegant.

  • June 29, 2015 at 5:45 pm

    I’m highly inspired with these tales. Please release the second part of brand stories soon. I wanna have them together to read it in future also. 🙂

    • June 29, 2015 at 5:54 pm

      Thank you so much Ravish, Now I think I will release an entire book after I cross 100. What say? 🙂

      • June 30, 2015 at 3:57 am

        Well, it’s great if I get a free copy of it :p
        Jokes apart, I’m also seeing its great market potential. If you know Rashmi Bansal of Stay Hungry Stay Foolish Fame, you’d understand what I’m telling. It’d be a great book for aspiring entrepreneurs. All the best, Somali! (Y)

        • June 30, 2015 at 4:06 am

          Thanks Ravish. Let me see if I can get to that level. Target 111 Brand Stories. Your copy stands reserved 🙂

  • June 30, 2015 at 5:40 am

    They are something I die for! 🙂
    Over the years I have collected some too without knowing much of its origin or history. Thanks for this enlightening post. 🙂

  • June 30, 2015 at 7:17 am

    I absolutely love Swarovski crystals and I was eagerly waiting to be free from the chores from many days to read this post of yours Somali 🙂 An informative read.


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