Swarovski Continues China Expansion with Exclusive Jewelry Line

on June 26 2014 | in Jewelry & Watches Retail | by | with No Comments


As Austrian crystal maker Swarovski continues its expansion in China, it has introduced a China-exclusive jewelry line and will look to collaborate with additional Chinese designers.

Nadja Swarovski, one of the company’s executive board members, said of the Chinese market, “China is an incredibly important market for us…today we’re opening an average of 25 to 30 stores per year in China,” reports Women’s Wear Daily. She added that the company is looking for Chinese designers to make “collections exclusive to the market” and that “China seems to be tapping into its creative DNA right now, and we are seeing some very innovative, exciting and confident work.”

Despite the crackdown on luxury in China, Swarovski hasn’t seen any decline in sales due to their wide range of products and relative affordability. The company shows no signs of slowing down in China.

Last week, the company released its first exclusive collection in Beijing under its luxury jewelry line, Atelier Swarovski. The 33-piece Flower of Life collection was designed by Chinese designer Ye Mingzi, best known for her wedding dress designs. The full Flower of Life line will be available worldwide in September.

image source: swarovski

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