Is Swarovski A Luxury Brand? All The Details You Need To Know

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Swarovski is one of the top brands for beautiful crystals and stunning jewelry, but is Swarovski a luxury brand? Find out everything you need to know here!

Swarovski is perhaps best known for its crystals which are used often in jewelry by other brands, as well as to embellish beautiful luxury clothing from the likes of Christian Dior and Jenny Packham. Swarovski also has their own collection of gorgeous jewelry, which includes statement rings, stud earrings, and pendant necklaces that will quickly become go-to pieces in your jewelry box.

However, there is some debate about whether Swarovski is a luxury brand. Some believe the jewelry brand can be considered a luxury one thanks to its glamorous designs and the fact that these crystals are used by other luxury brands, while others believe that Swarovski is not a luxury brand because of the price range of the jewelry.

This article is going to take a look at the history of the brand, the quality of Swarovski pieces, and some of the best-selling items from this brand before coming to a conclusion on the question, is Swarovski a luxury brand?

Is Swarovski a luxury brand?

The history of Swarovski

The Swarovski brand was founded in 1895 in Austria by Daniel Swarovski, who learned the skill of glass cutting from his father. Swarovski collaborated with his financier Armand Kosmann to start the Swarovski company, establishing a crystal cutting factory in Austria.

The crystal cutting technology that was developed by Swarovski’s father became a patented process to efficiently cut crystals and led to crystal jewelry being mass-produced at a more affordable price. The brand, which was initially called A. Kosmann, D. Swarovski & Co, steadily grew as it produced high-quality crystal luxury goods.

The company expanded across Europe and began to be worn by celebrities and featured in films. The tiara worn by Audrey Hepburn in Breakfast at Tiffany’s is made from Swarovski crystals, and all the jewelry worn by Marilyn Monroe in Gentlemen Prefer Blondes was made by Swarovski. Swarovski even collaborated with Christian Dior to create the famous ‘Aurora Borealis’ stones.

This caused the brand to become increasingly popular and in 1977 the first Swarovski store opened in the United States. Now, over 100 years since the brand was founded, there are 3,000 stores across 170 countries around the world.

Ever since its founding, the brand has remained in the Swarovski family, albeit the current CEO, Alexis Nasard, is historically the first to come outside of the family. Notable Swarovski family members include Nadja Swarovski, Daniel’s great-great-granddaughter who was in charge of communications and collaborations.

Nadja established collaborations between Swarovski and some of the biggest names in the fashion industry, including Alexander McQueen, Erdem, Mary Katranzou, and Jason Wu, amongst many, many others. In 2020, Robert Buchbauer, the great-great-grandson of the founder, became the CEO and began to expand the range of products produced by the brand, most notably adding handbags to the company’s repertoire.

Currently, the Swarovski brand is split into three separate areas, and under each of these areas are further diffusion lines. There is the Swarovski Crystal Business which produces jewelry pieces, accessories, and high-quality crystals; Swarovski Optik produces optical instruments; then Tyrolit manufactures machines for cutting crystals.

Over its long history, Swarovski has become one of the biggest jewelry companies, with Swarovski glass crystals featuring in countless films, worn by celebrities, and embellishing the fashion collections of some of the biggest fashion brands.

The quality of Swarovski

To determine whether Swarovski is a luxury brand, we need to look at the quality of Swarovski’s pieces.

1. price range

Let’s begin with the price range of Swarovski jewelry. Their necklaces range from $85 to $2,000, bracelets are available for between $69 and $1,300, earrings are sold for between $59 and $900, and rings are on offer for between $75 and $800.

Since there are no diamonds or other precious stones in Swarovski jewelry, there are a few pieces over $1,000 which make Swarovski jewelry relatively affordable. Swarovski also produces a range of watches, many of which are embellished with crystals, these watches can be as affordable as $225 or as expensive as $530.

2. materials

As you would expect, Swarovski’s crystals are the primary material, then these crystals are set in jewelry that is either rhodium, rose gold-tone, or gold-tone plated. Some pieces of jewelry feature other materials and stones, including cubic zirconia, crystal pearl, tiger eye, mother of pearl, aluminum, and stainless steel.

These are all high-quality materials, but there are no particularly precious materials which is why the price tags are a little more affordable.

Swarovski crystals are not actually natural crystals, they are glass crystals that are formed at extremely high temperatures. They have a higher refraction index, closer to that of diamonds than natural crystals so they really sparkle in the light. The crystals then have a chemical coating so the surface has a rainbow-like appearance to imitate how light refracts off a diamond.

3. craftsmanship

Since Swarovski is an Austrian brand, most of their crystals are made in Austria, using a process that has been patented by the company so they are the only ones in the world to create this type of glittering crystal.

Some Swarovski crystals and all Swarovski jewelry are made in China to make the prices a little more affordable. This means the jewelry is high quality, and well made, but the price tag isn’t as high as it would be if the jewelry was made in Europe.

Best-selling Swarovski pieces

There are so many beautiful pieces available from Swarovski, so we have picked a couple of the best-selling pieces to help narrow down the choice!

1. Earrings
Silver Swarovski Attract Trilogy Drop Earrings
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The gorgeous Attract Trilogy Drop Earrings are dainty and delicate, ideal for everyday wear, and they are the perfect piece to pair with your favorite silver necklaces for a layered look.

These earrings feature a small pave encrusted hoop with three crystals, increasing in size dangling from the hoop. The three crystals are intended to represent past, present, and future love – making them a perfect gift for someone special in your life. Get your hands on these earrings for just $115.

2. Necklaces
Rose gold Swarovski MP Exist Pendant
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A pendant necklace is a must-have item in any jewelry box – they are so versatile and can be worn on their own or paired with other necklaces of the same metal.

This Swarovski necklace is available in rose gold and silver so you can pick the option that best fits your personal style, and then is finished off with an infinity motif. The infinity motif has been decorated with Swarovski crystals on one side for a glittering, glamorous look.

3. Bracelets
Gold Swarovski Symbolic Slide Bracelet
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We love the elegant, sparkling design of this Swarovski Symbolic Slide Bracelet that would ideal for any special occasion and formal event. This gold bracelet is decorated with five different charms, all of which are embellished with clear and blue Swarovski stones – including an evil eye, horseshoe, and an infinity knot.

The bracelet secures with an adjustable slide closure so it is perfect for any wrist, and this means the bracelet is finished with two gold chains on the end of the closure.

4. Rings
Pink Swarovski Lucent Cocktail Ring
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Statement rings are so trendy at the moment and we love the attention-grabbing design of the Swarovski Lucent Cocktail Ring.

This ring is the perfect super glam accessory for your next dinner out or formal event, plus, the ring is available in four different colors – Emerald oth, Aquamarine, Light Topaz, and Rosaline – so you can pick the option that best suits your style. The band of this striking ring is embellished with crystals, while the largest, emerald-cut Swarovski crystal sits on top of the ring for a flawless finish.


Swarovski is one of the top brands on the jewelry market for striking necklaces, bracelets, rings, and earrings that are totally irresistible, all available for affordable prices. It is these affordable prices that show us that Swarovski is not a luxury brand.

The materials used and price tag for the pieces of jewelry mean that it does not sit at the top of the luxury brand hierarchy with iconic jewelry brands such as Cartier and Van Cleef and Arpels. Instead, Swarovski is an affordable luxury brand or an entry-level luxury brand. This means it is ideal for those of you looking to buy some stunning jewelry but without doing too much damage to your credit card!

There is a wide range of pieces available from Swarovski, with everything from minimalist necklaces and earrings that you can wear every day to statement rings and cuff bracelets, so you are bound to find something you love from this incredible brand.

We hope you found this article answering the question, is Swarovski a luxury brand, helpful! For luxury fashion content, check out the links below.

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