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.