London’s grand buildings rise majestically above the banks of the Thames, while cultures merge in the city’s streets and alleys. Cutting edge sophistication creates a symbiosis with historical architecture, where each building tells a unique story. The Swarovski boutique, with its unique Crystal Forest design, stands out like a fantasy against this backdrop. A rich, glittering work of art on Oxford Street, the boutique serves as a portal to an enchanted world of inspiring jewelry made from the world’s finest crystal

SWAROVSKI GEMS™’ Pure Brilliance concept embraces the company’s pillars of excellence: the strength of the brand, the outstanding Pure Brilliance Cuts for zirconia, the perfectly saturated Fancy Diamond Colors and the unique laser-engraved quality seal, each being unique in composition and providing differentiation from the competition. Swarovski’s Pure Brilliance cuts are truly a cut above the rest – the exact symmetry and proportions of the cuts maximize brilliance and place Swarovski Zirconia in a class of its own.