Swarovski targets teens with new brand

Luxury crystal brand Swarovski is introducing Lola&Grace, an affordable fashion jewellery brand, in a bid to target teenagers.


Swarovski says the “trend-led” jewellery brand will “make a huge impact” on the UK high street.

It will have its own standalone stores, the first of which will open in London’s Westfield Stratford City mall in March, and a dedicated ecommerce site.

Jewellery will range from £10 to £60 for cut-crystal and pearl rings, earrings, necklaces, bracelets and bangles – significantly below the core Swarovski brand range which can reach £1,000 for a cut crystal necklace.

Lola&Grace will produce four seasonal collections that Nina Müller, general manager of the brand, says “combine the latest catwalk trends with a blend of cultural influences … and marries contemporary and vintage design for all occasions.”

The core Swarovski brand range includes jewellery, accessories, fashion and miniature cut-crystal figurines.

The brand has also previously partnered with electronics company Philips to produce a range of crystal encrusted USB memory sticks, headphones and Bluetooth earpieces.

It operates more than 1000 boutiques around the globe.


Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here