November 8, 2022: Identical to mined diamonds in every way but the origin, a Swarovski Created Diamond is made using an innovative process that flawlessly replicates nature, resulting in a laboratory-grown diamond indistinguishable from a mined diamond in all chemical, physical, and optical attributes. Once grown, after forming layer-by-layer from a tiny carbon seed, they are precision-cut and polished to perfection, revealing maximum brilliance, scintillation and fire. Swarovski Created Diamonds are graded using the 4Cs of clarity, colour, cut, and carat weight.
Following a successful pilot in critical locations across the United States, Swarovski is poised to roll out its Swarovski Created Diamonds jewellery collection in 200 stores in the US and Canada over the next year and online from November 2022.
This rollout includes four ranges of earrings, rings, necklaces, and bracelets featuring Swarovski Created Diamonds crafted from 18K and 14K gold and sterling silver. The collections have found favour with the American consumer, with sales exceeding expectations. Alexis Nasard, Chief Executive Officer, commented: “Swarovski’s brand equity, unique savoir-faire and artistry give us the legitimacy to enter the fine jewelry market. We look forward to delighting more customers with the ultimate combination of creativity and materials through our Created Diamonds…This expansion is a key manifestation of our LUXignite strategy, focusing on luxurization, innovation, and serving customers in the key US market and beyond.”
Building on its long-established heritage and in line with its strategy to reinforce its position in the luxury space, the brand's entry into the fine jewellery market is a natural evolution.
