Swarovski’s brilliant new era is here thanks to a SKIMS collaboration, a dazzling new Manhattan flagship, and a flurry of launches.
“Swarovski on Fifth is a major milestone for Swarovski and stands as a symbol of our brand evolution.”
–Alexis Nasard, Swarovski’s CEO
Swarovski recently opened a new flagship in the heart of New York City, which marks a crowning moment in the brand’s dazzling 128-year heritage. “Swarovski on Fifth is a major milestone for Swarovski and stands as a symbol of our brand evolution,” states Alexis Nasard, Swarovski’s CEO.
Expressing how exciting it is to see the spectacular Fifth Avenue location come to life, Swarovski’s global creative director Giovanna Engelbert explains the concept for the new flagship. “I wanted to create the experience of entering a huge crystal—the world of Swarovski—and to ignite the imagination from the moment you step into the store. From the grand staircase in the shape of an octagon to the use of quilted velvet and silk throughout the store, all details are intended to provide customers the feeling of being inside a luxurious jewelry box,” she shares. “My vision was to produce a modern, joyful, elevated, and futuristic design, which mirrors the light, energy, and colors of New York.”
Adorned in bold colors, quilted silk, and crystal-inspired shapes, the space is designed to feel like a lavish jewelry box (Photo courtesy of Swarovski)
The brand is clearly having a moment with the launch of The Galaxy Collection. It is the first fine jewelry collection designed by Engelbert for Swarovski, coming in conjunction with the new Fifth Avenue flagship and a showstopping SKIMS collaboration. “The confluence of diamonds, Swarovski’s heritage, and my creative vision has culminated in a collection that embraces the birth of new dimensions for the universe of Swarovski,” says Engelbert of The Galaxy Collection—unveiled last fall. “The endeavor of meticulously creating diamonds to reflect light in mesmerizing ways was remarkable, and what truly excites me is the accessibility to this beauty, thereby elevating the possibilities of customers’ creativity in their self-expression.”
“The endeavor of meticulously creating diamonds to reflect light in mesmerizing ways was remarkable, and what truly excites me is the accessibility to this beauty, thereby elevating the possibilities of customers’ creativity in their self-expression.”
–Giovanna Engelbert, Swarovski’s global creative director
The Galaxy Collection showcases the brand’s continued evolution and features Swarovski Created Diamonds as the diamonds of the future—identical to mined diamonds in every way but how they originate. The 19-piece range includes necklaces, rings, earrings, and bracelets in various cuts (each certified by the International Gemological Institute).
In the Manhattan flagship, the second floor features a wall of crystal swans, a nod to the animal in Swarovski’s classic logo (Photo courtesy of Swarovski) Right: Swarovski’s spectacular Fifth Avenue flagship (Photo courtesy of Swarovski)
Myrtille Clément-Fromentel, Swarovski’s chief brand officer, explains what makes Swarovski Created Diamonds so unique. “For 128 years, Swarovski’s founding values have been rooted in invention and a care for people and planet. Now, with Swarovski Created Diamonds, we delight our customers with the diamonds of the future. High value and environmentally friendly, they are the ultimate expression of Swarovski’s creativity and savoir-faire.”
Another example of Swarovski’s ingenuity highlights the brand’s Manhattan flagship milestone. Launched this past November, Swarovski x SKIMS marries two iconic brands. The coveted collection offers a shimmering range of pieces, featuring crystal body jewelry that can be styled in multiple ways and ready-to-wear clothing—think crystallized intimates, bodysuits, and dresses that offer serious sparkle. “For this collaboration, we really wanted to celebrate individual creativity and bring more glamour into getting dressed every day,” says Kim Kardashian, co-founder and creative director of SKIMS.
The Galaxy launch showcases Swarovski Created Diamonds in 19 dazzling pieces (think necklaces, rings, earrings, and bracelets) (Photo courtesy of Swarovski) Right: Kim Kardashian models the Swarovski x SKIMS collaboration, featuring a treasure trove of body jewelry, intimates, and ready-to-wear (Photo by Mert Alas)
Engelbert agrees with that sentiment. “Our collection is a celebration of the body and of strong, independent women who value their individuality and embrace life with confidence and style,” she states.
With its launches of The Galaxy Collection and Swarovski x SKIMS, the new era of Swarovski has begun. And its new flagship on Fifth Avenue is ready to show Manhattan—and the world—what Swarovski has to offer.
