Welcome to the New World Swarovski

WHAT IT IS?

Swarovski is not a new player in crystal business, this brand is well-known among buyers looking to get some of the best crystals available in the market for more than 100 years. But for the last few years, Swarovski has been facing a test of time. The brand has realized that for them to be still relevant in the era of Millennials & Gen-Z, they have to step up their game.

Nevertheless, to do brand building, for over a year with the direction from their new Creative Director Giovanna Engelbert, Swarovski has been renovating their retail stores, commencing with the rollout of 27 Instant Wonder stores around the globe, and one of this is located in Barcelona.

Our new store concept is an incredible ode to creativity, and the result of Swarovski’s strong new vision, a realm where science and magic meet. Playful, aware, and always boldly chic, our aim is to reflect desires and dreams in the physical space of our stores, and to underline our new age of crystal living.

Giovanna Engelbert, Creative Director at Swarovski

WHY IT´S COOL?

• The new stores are more vibrant than a traditional jewelry store, their creative design and lighting make them pop out.
• To set an identity mark Swarovski has come up a concept to encouraging self-expression and exploration by it’s customers.
• Different areas in the store are color-blocked in Swarovski’s signature new brand hues i.e. white, pink, green, blue and yellow representing different values of the new generations.
• In new stores crystals and jewelries are on display in octagon boxes personalized for each item. The octagon represents the rebirth and evolution.

WHY IT HAS FUTURE GROWTH POTENTIAL?

Daniel Swarovski’s vision was to create “a diamond for everyone” in 1891, and still after 131 years his company still strives on his moto. To attract more of millennials and gen-z, Swarovski has added new products with more competitive pricing.

Swarovski is revamping it’s stores to tap into the experience economy similar to which Apple provides in it’s store. The wonder stores with their new colors and interesting decoration it makes it eye catching and attracts not even women but, anyone as Swarovski is a brand inclusive to any sex or personal preference, they have a spot for you and even better they have the bling bling for you.