Austrian crystal house Swarovski is taking its Created Diamonds collection to a global stage, backed by a strategic collaboration with the International Gemmological Institute (IGI). Building on the success of its debut in the USA and Canada, the brand is set to introduce its fine jewellery line in key markets, including China, Italy, Korea, Japan, the UK, Australia, France, Germany, Austria, and the UAE.
This move marks the next phase in the worldwide rollout of Swarovski Created Diamonds and demonstrates the company’s commitment to expanding its presence in this category.
Alexis Nasard, Swarovski Chief Executive Officer, said: “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 4 Cs of diamond quality.”
Swarovski said venturing into the fine jewellery market is a logical step, given that the brand has been offering lab-grown diamonds as part of its B2B portfolio since 2016. The new collection is set to hit stores in the US and Canada, including the flagship Swarovski store on 5th Avenue, starting from 18th September, 2023.