Swarovski adds a sprinkle of Stardust with new bracelet launch in Cannes

Swarovski has extended its wrist jewellery offer with the new Stardust Bracelet for Fall/Winter 2014, which was showcased at the TFWA World Exhibition in Cannes last month.

The bracelet, available in single and double-wrap versions, features a nylon fishnet tube filled with over 1,000 tiny crystals which create a 3D silhouette. The easy-to-use magnetic closure is available in palladium, gold and rose gold plated metal.

The Stardust bracelets and Crystalline Stardust Pen each contain over 1,000 tiny crystals

The single wrap bracelet, which is suitable for stacking, comes in eight colours and two sizes: small (7 inches in length) and medium (7¾ inches).

The double-wrap bracelet, which can also be used as a choker, comes in 14 colours and two sizes: small (14 7/8 inches) and medium (15 5/8 inches).

The launch of the Stardust bracelet follows the successful Slake bracelet, featuring Swarovski crystals on Alcantara fabric. “Both of them together make for a very strong and convincing offer for Swarovski’s wrist jewellery,” Daniel Swarovski Corp Vice President Travel Retail Peter Zottl told The Moodie Report.

Also new is the Crystalline Stardust Pen, a ballpoint pen filled with approximately 1,300 delicate clear crystals in its body. Available in white gold, yellow gold and rose gold tones, the pen comes with a velvet pouch and a refill.

Left: Swarovski muse Miranda Kerr models the new Stardust bracelets; Right: Daniel Swarovski Corp Vice President Travel Retail Peter Zottl presents the Stardust range in Cannes

Fronting the Stardust ad campaign is Australian model Miranda Kerr, who has been the face of Swarovski since Fall/Winter 2013. According to Zottl, this is the first time in Swarovski’s history that a famous face has been selected to represent the brand, and Kerr will continue to serve as brand muse throughout the next year.

For the upcoming festive season, Kerr stars in a Swarovski Christmas ad campaign that will run for four weeks in prime time slots across the main TV stations in key markets, including China, HK, UK, Germany, Italy, France, Mexico, and Austria.

Zottl said the Swarovski’s first priority at the TFWA Cannes fair was offering its inflight partners a preview of next year’s novelties, and airline buyers “very much liked what they saw”. This year’s show was “positively busy”, he noted, with good quality pre-arranged meetings and a number of unscheduled walk-ins.

Swarovski has also been getting “a very positive reaction” from its lolaandgrace fashion jewellery brand, Zottl added, with new markets, new distributors and new business from existing partners who already stock Swarovski. Targeted at younger customers, the brand has a more affordable price range, from €20-60.

Swarovski to celebrate 120th anniversary in 2015

To celebrate its 120th anniversary next year, the company will reopen its newly expanded and renovated visitor centre in Wattens, Austria – Swarovski Kristallwelten (Swarovski Crystal Worlds). First opened on 1 October 1995, on Swarovski’s 100th anniversary, this crystal-themed indoor park is said to be one of Austria’s top attractions today.

With a total investment of €34 million, expansion began in October 2013 and will see a doubling of the total area of the site from 3.5 hectares to 7.5 hectares. It is slated to reopen in May 2015.

The main focus of the expansion will be a crystalline park landscape, expansion of offers for families and children, new dining experiences, and remodelling of the entrance hall and shopping area. The iconic ‘Giant’ – a water-sprouting feature located at the entrance of Swarovski Crystal Worlds – will also undergo changes.