Following a successful pilot in key locations across the United States, Swarovski Created Diamonds will be available in 200 stores across the United States and Canada. The collection will be available online for the next year and in 200 stores beginning in November 2022. Since 2016, the jewellery and fashion brand, which has been in business since 1895, has been offering lab-grown diamonds as part of its brand collaborations.
According to the brand, Swarovski's entry into the fine jewellery market is a natural evolution, building on its heritage and strategy to strengthen its position in the luxury space. The Autumn collection includes four sets of earrings, rings, necklaces, and bracelets that feature Swarovski Created Diamonds and are made of 18k, 14k, and sterling silver. Swarovski CEO Alexis Nasard commented on the new collection and the brand's expansion into the luxury space, saying, "Swarovski's brand equity, unique savoir-faire, and artistry give us the legitimacy to enter the fine jewellery market."
"Through our Created Diamonds, we hope to delight even more customers with the ultimate combination of creativity and materials." "Lab-grown diamonds from Swarovski are 100% real - they are identical to mined diamonds in every way except their origin." "This expansion is an important manifestation of our LUXignite strategy, which focuses on luxurization, innovation, and serving customers in the critical US market and beyond." Pilot sales have outperformed expectations, proving popular with the American consumer.