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

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.

https://www.youtube.com/watch?v=UmZLEjP64SM

Recommended

Branwell Johnson

Don’t make your DM hard work for customers

Branwell Johnson

Consumers or potential clients are likely targeted by umpteen marketing messages and presented with a plethora of choices before they’ve eaten their bowl of cereal (dozens of varieties available). Your marketing is trying to cut through a blizzard of messages to ensure you are even just top of mind, let alone to develop that resonant […]

Comments

    Leave a comment