In the company Swarovski announced the launch of its first permanent line of jewelry, which should help the company attract a new category of buyers.
After the initial testing period, the new collection will be widely sold in the US, especially in the shops of independent merchants, as well as in some Swarovski boutiques, National Jeweller reports.
Prices for a new line of jewelry start at $ 125 and end at $ 1,450, it includes both items of sterling silver and 14-carat gold, as well as items with diamonds.
Although Swarovski previously tried to launch its line of jewelry thanks to the capsule collection from Atelier Swarovski, made together with designer Matthew Campbell Laurenza last year, the new jewelry line will be the first to be produced by the company on an ongoing basis.
Swarovski says that since the company was founded in 1895 in the heart of the Alps, water and nature played an important role in creating its style, including being a source of inspiration for the production of its famous crystals.
"Jewelry is a natural continuation of the jewelry of our company.We are talking a new word in the category of jewelry because of the support of our world-famous brand, which ultimately will allow Swarovski to attract a new category of buyers," said Susan Popper, director North American department of jewelry Swarovski.- The new collection of jewelry Swarovski is designed to attract jewelry buyers, but will also serve as a new reason to buy among the vast base of pok sumers of our products. "