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Sparkling Swarovski

Behind the Brand


A diamond for everyone…

The vision of Swarovski’s founder, Daniel Swarovski was to make crystal more readily available and in 1895 his pioneering glass cutting technique helped him found his own company.

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Daniel Swarovski

Continually striving for the best, Daniel’s innovation and expertise led to a rise in the profile of Swarovski, with their Tyrolit brand producing the very finest in precision engineering products to get the best crystals.

A Sparkling Silver Screen

In 1932 Swarovski sparkled onto the silver screen, making their cinematic debut on the costumes of Marlene Dietrich in Blonde Venus. Skip forward over 20 years and Swarovski was still dazzling the film industry as Marilyn Monroe’s best friend in Gentlemen Prefer Blondes. She may have sung about diamonds, but those brilliant beauties adorning her are actually Swarovski crystals. And crystals appeared to be the only thing adorning her when she sang Happy Birthday to President Kennedy in that iconic form fitting flesh coloured dress which was covered with thousands of Swarovski crystals.

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Marlene Dietrich in Blonde Venus
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Diamonds are a girl’s best friend…? Or Swarovski crystals…?!
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Marylin Monroe sings in Swarovski

Swarovski reaches the catwalks

Swarovski’s Aurora Borealis crystals wowed the fashion world in 1956. The new crystals shimmered in rainbow colours, with Christian Dior the first of many to lavishly decorate his collection with them. Many years later Alexander McQueen would use Swarovski crystal mesh in his 1999 Spring Summer collection, sparking the start of the Swarovski Collective, a commitment from the brand to support emerging designers.

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Dior discovers Swarovski
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McQueen meets the crystals

Light up

Having reached the pinnacle of the crystal world, Swarovski branched out into lighting, with their chandeliers becoming staples in the most opulent residences and public spaces around the world. From there they developed crystal figurines and it wasn’t until 1983 that they opened their first boutique in London from which to sell them.

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The glittering installation at The Metropolitan Opera House at The Lincoln Centre in New York

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The sparkling swan

Swarovski’s famous swan was only created relatively recently. In 1989 the swan became the brand’s world renowned logo across all their lines. Embodying superiority, elegance and mystique, the Swarovski swan now features on every genuine Swarovski product.

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Branching out

Now with lines in gemstones, fragrance, watches and lighting as well as jewellery, Swarovski are synonymous with luxury, glamour and elegance. With fans from Madonna to Beyonce they demonstrate their versatility in design.

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Swarovski’s gorgeous treasures
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Madonna wows in Swarovski on her Rebel Heart tour
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Beyonce’s 400,000 Swarovski crystals

Wedding sparkles

And of course, who doesn’t love a bit of sparkle on their wedding day? Heir to the brand Victoria Swarovski recently chose three princess gowns for her summer wedding with over 500,000 of the family Swarovski crystals embellishing the dresses.

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Victoria Swarovski’s beautiful crystal encrusted dress

You can never have too many sparkles and Swarovski continues to provide beautiful, innovative pieces that satisfy our craving for the most glittering of creations.

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