How does Swarovski create the finest costume jewellery crystal and which celebrities wear them? Many consider Swarovski crystal to be the finest in the world it contains 32% lead which makes it optically very pure. They are dazzlingly beautiful and contain mesmerizing prisms which sparkle in various ways when specially coated.
Daniel Swarovski invented an electric cutting machine which made the production of multifaceted crystal glass faster and much more precise than ever before. Swarovski the company was later founded by Mr Swarovski with the assistance of Armand Kosman and Franz Weis in 1895.
Swarovski has always held a great affiliation with the fashion world and has worked with designers such as Chanel and Dior to create costume jewellery crystal for specific pieces. As a result of demand for their stones during the early 1900s they created the “flapper” which was patented and allowed designers to sow crystals on to any garments they wanted. This led to a craze which cemented their position as elegant and sophisticated fashion accessories.
In 1977 Swarovski invented the famous Cubic Zirconia, which closely matches the sparkle and brilliance of diamonds and revolutionised the costume jewellery industry. After the introduction of the Cubic Zirconia it became popular to make handbags and shoes draped with crystals as well as various costume jewellery such as rings and earrings.
Swarovski has acknowledged the power of celebrity in marketing its range of crystal and jewellery and uses them regularly to open stores. Celebrities allow people to connect with the brand on a more personal level and an endorsement from a trusted and credible person helps to spread awareness.
Many celebrities have used Swarovski crystals for jewellery and their costumes over the years including the late Michael Jackson who used them on his famous white glove, which goes on auction later this year in China and is expected to fetch over $50,000.
Their crystals are often used for red carpet events and the 82nd Academy Awards was no exception with notable nominees and award winners showing off their sparkly gowns.
Carey Mulligan and Jennifer Lopez also both wore gowns embellished with crystals at the event. Kate Moss was recently seen wearing a 1920s era flapper frock at the Swarovski Rocks event held in the UK, which was reminiscent of her dress she wore on her first night out with Jonny Depp back in 1994 and is actually up for auction on eBay in aid of the Princes Trust and is expected to sell for $60,000.
Swarovski are not only famous for making crystal jewellery but also adorning trees, cars and furniture and anything else a designer wants to use them for. The Swarovski star was created for the Christmas tree at the Rockefeller centre in New York. Two Mercedes-Benz SL 600s were covered in 300,000 Swarovski crystals in 2009 and unveiled at the Tokyo motor show back in 2009 by Garson/D.A.D, a popular car accessory company. They continue to be used in various imaginative and stylish ways across the world.
This small family run business from Bohemia has grown into a large multinational company with an annual turnover of over 2.4 billion dollars and almost 25,000 employees worldwide. Even though Swarovski has predominantly become popular through its costume jewellery crystal range it continues to move into more inventive and creatively inspiring areas to this day.