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Swarovski’s ‘Created Diamonds’ collection goes global, reinforced by a collaboration with IGI



The ‘Galaxy’ collection will be unveiled at the launch of Swarovski’s new 5th Avenue flagship store in New York this Fall

Building on the success of its debut Swarovski Created Diamonds collections in the USA and Canada, Swarovski has announced the global expansion of its fine jewellery category across all flagship stores and key markets such as China, Italy, Korea, Japan UK, Australia, France, Germany, Austria, and the UAE.

The move is the next phase in a global roll-out for Swarovski Created Diamonds and a mark of strategic intent for the Austrian crystal house as it accelerates its expansion into the category and prepares to launch ‘Galaxy’, the first fine jewellery collection designed by Global Creative Director Giovanna Engelbert. The ‘Galaxy’ collection will be unveiled at the launch of Swarovski’s new 5th Avenue flagship store in New York this Fall. It will be available from September 18 in stores across the US and Canada.

This coincides with the announcement of a partnership with the International Gemological Institute (IGI), which will certify all laboratory grown diamonds in Swarovski’s ‘Galaxy’ collection.

Alexis Nasard, Swarovski Chief Executive Officer, commented: “Lab-grown diamonds will play a significant role in the future of the diamonds category, and they represent a strategic growth category for Swarovski. Our partnership with IGI will guarantee the quality of each stone in our forthcoming Swarovski Created Diamonds collections, enhancing consumer trust and confidence during our global roll out.”

Roland Lorie, Chief Executive of IGI, commented: “Swarovski has been renowned for its precision cutting, innovation, and artistry since 1895. We are pleased our new partnership will ensure that every single stone is graded and certified according to the 4Cs of diamond quality.”

Swarovski Created Diamonds are 100% identical to mined diamonds – the only difference is how they originate. They are made using a process that replicates nature, resulting in a lab-grown diamond that is indistinguishable from a mined diamond in all chemical, physical, and optical attributes and are considered to be more environmentally friendly.

Entry into the fine jewellery market is a natural evolution for the brand, which has offered lab-grown diamonds since 2016 as part of its B2B portfolio.

Founded in 1895 in Austria, Swarovski designs, manufactures and sells fine crystals, Swarovski Created Diamonds and zirconia jewellery and accessories.

Retail Jeweller World News