Swarovski Expands Lab-Grown Offering Across North America

Swarovski plans to roll out its lab-grown diamond jewelry collection to 200 stores throughout the US and Canada over the coming year.

The Austrian crystal house will also launch jewelry featuring Swarovski Created Diamonds online beginning in November, it said Monday. The expansion follows a successful pilot in key markets across the US, where sales exceeded the company’s expectations, it explained.

While Swarovski first introduced the synthetics brand in 2016, the collection is its first lab-grown offering in the fine-jewelry market.

“Building on its long-established heritage, and in line with its strategy to reinforce its position in the luxury space, entry into the fine-jewelry market is a natural evolution for the brand,” Swarovski noted.

The new collection includes four ranges of earrings, rings, necklaces and bracelets featuring lab-grown diamonds set in either 18- or 14-karat gold, or sterling silver.

“Swarovski’s brand equity, unique savoir faire and artistry give us the legitimacy to enter the fine-jewelry market,” said Swarovski CEO Alexis Nasard. “This expansion is a key manifestation of our…strategy, focusing on luxurization, innovation and serving customers in the key US market and beyond.”.

Image: Jewelry from Swarovski’s new lab-grown collection. (Swarovski)