When I decided to use Swarovski's branding for my crystal ponytail holders and later added the crystal wrist bands made with Crystallized ™-Swarovski Elements, I met with Carol and she walked me through the steps of obtaining authorization to use the branding. I am happy I took the time to do so because everyone knows of Swarovski and respects the reputation the name and brand upholds. Carol was very helpful and eager in assisting me to get approval to use their branding. I just attended a presentation to see their new colors, cuts and trends for Spring/Summer. Very inspiring! Great way to learn about the brand and get ideas for future collections. Here is my interview with Carol...
What is your title and how long have you been working at Swarovski?
My title is District Sales Manager and on June 1st it will be my 10-year anniversary. I was the first sales person hired. Before the year 2000 we were exclusively distributed through resellers.
Where do the crystals come from?
Crystal is a man made material. The basic ingredients are heated at a high temperature and cooled in molds. The cooling process makes the colors. The stones are then machine cut for perfect brilliance.
What would you say sets Swarovski superior to other crystal companies?
We have the highest Quality of crystal stones. All our stones are fully machine cut. Other crystals are partially cut or “pressed” or “fire polished” or not cut at all. We have the largest Variety of stones and the most Innovative cuts. Our patent cut is called a Xillion cut which has wider and narrow facets on the sides and a smaller tabletop, which currently make them the most Brilliant stones on the market. We have the largest color assortment with the smallest tolerance levels for size and color shade.
How many times a year does Swarovski come out with new crystals?
We launch our new products twice a year following the trends of the season. Fall/Winter is launched in September and spring /summer is launched in February.
Why did Swarovski choose Crystallized ™-Swarovski Elements as the new logo?
Our division of component parts needed to be differentiated from our retail stores. It was becoming confusing in the market and we have opened many more divisions. The word Crystallized is a variation of Crystal. Swarovski is the name most people are familiar with and we describe our parts as elements. The word elements opens the mind for different uses. Not just for jewelry or clothing.
What are the benefits Swarovski gets from having different companies use the Swarovski branding and what companies can get authorized from Swarovski to use their branding?
Any company that has a brand and uses 100% Crystallized-Swarovski Elements is eligible to use the brand. For most brands it is used as a sign that the best crystal was used to make the product. This is a way the end consumer is noticing that we are not just figurines.
What would you say has been the greatest thing you have learned at Swarovski?
I enjoy how our company keeps up with the trends and makes new innovations to adapt to the trends. It’s like being in a race that never ends. I like constantly evolving. There is never a dull moment and work doesn’t get stale.
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