STRASS® TURNS SWAROVSKI ELEMENTS

 
 
In keeping with the founding Swarovski principle to “constantly improve on what is good”, the company’s crystal components brand will be optimized. From June 2010, CRYSTALLIZED™– Swarovski Elements becomes SWAROVSKI ELEMENTS, placing much more emphasis on the core Swarovski brand. For the same reasons, STRASS® Swarovski® Crystal will also be brought under the same single SWAROVSKI ELEMENTS brand. The move further consolidates Swarovski’s position as a world-class partner across the full design spectrum, from lighting and architecture to fashion and jewellery. This move will deliver maximum benefits to Swarovski’s valued business partners and customers, who will profit from the power generated by a synergised and highly effective premium brand. Customers will be able to take advantage of the global presence generated by all Swarovski’s initiatives, events, retail activities and concept stores in major cities around the world. In addition, a strong link to the Swarovski brand opens up the potential of new market opportunities across many different segments.		  
 
 
 
The positioning of SWAROVSKI ELEMENTS as the premium brand in both cut crystal and lifestyle ensures customers benefit from the strength of the umbrella brand Swarovski® – a trademark with an unmatched international reputation. There will be no re-launch – the visual identity of SWAROVSKI ELEMENTS follows the well-established standards of CRYSTALLIZED™, paving the way for a smooth transition to the new brand. The “MADE WITH SWAROVSKI ELEMENTS” label serves as a guarantee of quality, authenticity and integrity on design pieces created with crystal.
 
     
  SWAROVSKI ELEMENTS is the brand for all loose cut crystals manufactured by Swarovski. Available in a myriad of colours, effects, shapes and sizes, these elements provide a fabulous palette of inspiration for designers in the worlds of fashion, jewellery, accessories and interior design. This precious ingredient can be recognized through the “MADE WITH SWAROVSKI ELEMENTS” tag that serves as a guarantee of quality, authenticity and integrity.  
     
  In 1895, Daniel Swarovski I, a Bohemian inventor and visionary, moved to the village of Wattens, Tyrol in Austria, with his newly-invented machine for cutting and polishing crystal jewellery stones. From this beginning that revolutionised the fashion world, Swarovski has grown to be the world’s leading producer of precision-cut crystal for fashion, jewellery and more recently lighting, architecture and interiors. Today, the Swarovski group, still family-owned and run by 4th and 5th generation family members, has a global reach with some 24,800 employees, a presence in over 120 countries and a turnover in 2009 of 2.25 billion Euros. Swarovski comprises two major businesses, one producing and selling loose elements to the industry and the other creating design-driven finished products. Swarovski crystals have become an essential ingredient of international design. Since 1965 the company has also catered to the fine jewellery industry with precision-cut genuine and created gemstones. Showing the creativity that lies at the heart of the company, Swarovski’s own brand lines of accessories, jewellery and home décor items are sold through more than 1,800 retail outlets worldwide. The Swarovski Crystal Society has close to 350,000 members across the world, keen collectors of the celebrated crystal figurines. And in Wattens, Swarovski Kristallwelten, the multi-media crystal museum, was opened in 1995 as a celebration of Swarovski’s universe of innovation and inspiration. The Swarovski group also includes Tyrolit®, manufacturing grinding tools, Swareflex, for road safety reflectors and Swarovski Optik, producing precision optical instruments  
     
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