Since 1895, founder Daniel Swarovski’s mastery of crystal cutting has defined the company. His enduring passion for innovation and design has made it the world’s premier jewelry and accessory brand. Today, the family carries on the tradition of delivering extraordinary everyday style to women around the world.

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From inspiration brief to collection launch, Swarovski’s creative process is uniquely prolific. With a focus on trend curation, design and meaningful branding, every piece tells a story and embodies over 120 years of mastered craftsmanship. The continuous evolution of material and technique makes Swarovski the leader of crystal cut creations.

New cuts, shades, and sizes are conceived and realized every day in the historical Wattens headquarters, pushing the boundaries of crystal. Swarovski’s know-how not only focuses on refining the crystal, it also explores methods that make the most incredible pieces possible. Beading, pavé, bezel, and prong settings are some of the techniques used to enhance the sparkle and create exquisite refinement.

Swarovski crystal settings come to life through our proprietary techniques such as Pointiage, which lend an ultra-precise quality to work done by hand. Our attention to detail ensures that each and every piece will always be made of the highest quality. This expertise is infused in every step of the creative process, from initial design sketches through assembly.


In 1891, Daniel Swarovski’s vision was to create “a diamond for everyone”. He invented an electric machine that cut more accurately than ever before, marking the beginning of a new era for crystal. From American jazz halls to Parisian couture houses, dresses dripped with beads and Swarovski crystals, reflecting the excitement of the 1920s.

In the 20th century, Swarovski unleashed incredible opportunities for designers of haute couture. The “Aurora Borealis effect”, developed with Christian Dior in the 1950s, gave crystals a mesmerizing opalescent finish and the fashion world new creative possibilities. The crystals graced the silver screen in the century’s most iconic films such as “Diamonds are a Girl’s Best Friend” and “Breakfast at Tiffany’s.” On May 19th, 1962, Marilyn Monroe sang to the American President in a flesh-colored gown covered in Swarovski crystal, which was auctioned off in 1999 for 1.26 million dollars.

Inspired by decades of creative collaborations and expertise, Swarovski opened its first boutique in the 1980s. The world’s fascination with a new brand of jewelry and crystal figurines began. With the introduction of the annual limited edition Christmas ornament, a new tradition was born for collectors around the world.

For over 35 years, Swarovski has captivated the world with unique pieces like the Nirvana cocktail ring, the Slake bracelet and its signature Swiss movement watches. In 2008, the magical «Crystal Forest» interior design was implemented in stores worldwide, welcoming shoppers to an architectural crystal wonderland. Today, Karlie Kloss shines in a global advertising campaign as the modern woman embodying the spirit and essence of the Swarovski brand.

Corporate Social Responsibility

Our commitment to responsible, ethical and ecological standards began when the company was created in 1895. Today, the Corporate Responsibility strategy includes six focus areas: Ethics and Integrity, Caring for Our People, Creating Responsible Products, Protecting the Environment, Giving Back and Responsible Supply Chain.

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Ethics & Integrity

Daniel Swarovski insisted that the strongest ethics be applied in all our business, and this is at the core of our corporate culture today. As a 100% family owned company, genuine family values have always been at the heart of the business. With the company’s growing global footprint, Swarovski is codifying and further developing our business ethics and values in an Integrity Charter.

Caring for Our People

Swarovski is founded on the ability to recruit and retain qualified, engaged and reliable people, and every employee is vital to our success. We are committed to diversity and equal opportunities for everyone, with a special commitment to women who make up over 70% of our employees. In 2014, our Executive Board pledged support for the United Nations initiative: ’Women’s Empowerment Principles.’

Responsible Products

Our ‘CLEAR’ program ensures that only approved raw materials are used and limits the use of restricted substances including nickel, lead and cadmium, guaranteeing the safety of the product. After 12 years of intensive research, we announced a lead-free formula which significantly raised the bar for quality and sustainability in the entire industry.

Environmental Protection

We are committed to reducing our environmental impact across all our operations and have a proud track record of proactively managing environmental challenges in our production process. In Swarovski stores worldwide, we are also implementing the Swarovski Sustainable Stores initiative in alignment with the ‘Leadership in Energy & Environmental Design’ certification program.

Giving Back

Swarovski has a long history of giving back to society. Since 1895, five generations of the Swarovski family have led and maintained the company's commitment to philanthropy and charitable giving. Today, our mission is to build on this heritage by making a difference with impactful initiatives locally and globally.

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Responsible Supply Chain

Swarovski has adopted policies to deliver increased reliability, quality and productivity throughout our supply chain. Our vertically integrated manufacturing operations and our Responsible Sourcing Initiative allow us to ensure high labor and environmental standards, focusing on human rights and strengthening relations with suppliers.

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