A new jewel collection with diamonds incorporated was presented by Swarovski, the producer of luxury cut lead glass based in Austria. This company is widely known for using crystals, phianites and lab-created gemstones in jewelry production. As concerns its latest release of the so-called "fine jewelry", it incorporates diamonds, silver and rose and yellow gold (14 carat). The jewelry prices range from $125 to $1,450.
Eternal Wave rings
Fine jewelry is a part of Swarovski’s 2020 Vision Brand Development Program which started in 2013 and was targeted primarily a new consumer base.
Susan Popper, the head of fine jewelry for Swarovski’s North America consumer goods business, explained that it was "a natural extension" for the company to start this program. She said that they were bringing a fresh voice into the fine jewelry space with the backing of their world-famous brand that allowed them to gain new consumers. Popper also stated that producing fine jewelry would support the company's program and its objectives for growth.
The new Swarovski’s collection was mainly created for the North America and can be obtained through independent retailers or Swarovski brand stores. It is not the first fine jewelry collection the company has released. For example, there was another collection launched in China in cooperation with a jewelry designer Matthew Campbell Laurenza through the Atelier Swarovski division.
It should be noted that up until 1980 70 per cent of Swarovski's sales came from crystal figurines. Today this category represents only 30 per cent of business. In response to the question if launching fine jewelry production would mean that crystal production could be decreased, Popper said that, according to consumer testing, the Swarovski fashion jewelry and fine jewelry are obtained by consumers to supply different purchase needs.