Let's talk Swarovski Marketing - If diamonds are a girl's best friend, then Swarovski diamonds are the fun, sparkly sidekick that is the main character.

Swarovski is the magical fairy godmother of crystals. This brand is not just about selling pretty things; they are truly creating a whole story that makes everyone and their mothers obsessed with Swarovski's precious pieces, and here is how they are doing it.

Here are six ways the Swarovski marketing strategy is “sparkling” with their fresh take on luxury marketing. 

Created an Affordable Luxury Space, Bling without Sting

Swarovski is always killing it when it comes to pretty luxury items. They have a variety of products from fashion pieces to home décor to lighting, anything beyond just jewelry. Along with a wide price range, from their beautiful earrings that only cost 70$ to a necklace that can go up to $10,000.

There’s truly something for everyone, whether you're a student who wants something special or someone looking to treat someone to something luxurious—ladies, it's time to tell your man to get you those special Swarovski crystals.

Swarovski marketing is also well known for coming out with limited edition and collectible pieces, which drive more demand since they're only available for a short time. By creating limited edition items, customers feel a sense of scarcity, which makes them more likely to buy, like a little treasure! Disney figurines are by far one of the most popular limited edition items and range from hundreds to thousands of dollars.

Collectibles, on the other hand, create more of a long-term value, like the crystal animal collection. Who doesn’t want unique pieces that only a few people in the world can own? Your own personal treasure 

A Makeover 

In 2020, Giovanna Engelbert took over as the creative director of Swarovski, and it was her mission to “give crystal a more modern dimension.” And indeed it was.

Their new collection in 2021 included candy-colored, maxi crystals in cuffs, cocktail rings, pendants, etc. They looked like they belonged in a fairytale. It created a bold, playful, yet glamorous look, perfect for captivating Gen-Z and Millennials.

Additionally, Swarovski started pricing their pieces like rings, earrings, and necklaces for under $1,000, which started attracting the younger shoppers that couldn’t afford other luxury brands like Bvlgari. Now you can show off your gorgeous crystals without worrying about breaking the bank! Another smart move by the Swarovski marketing team. 

Swarovski’s Star Power

In the past, Swarovski has partnered up with designers like Christian Dior, which set their brand up for luxury and exclusivity.  Swarovski crystals have been incorporated into many of Dior's exquisite designs, adding a touch of luxury and sparkle to their collections. Then, partnering up with Victoria's Secret, where their brand was pushed into pop culture by incorporating Swarovski crystals into iconic fashion pieces like the Fantasy Bra and the Angel wings.

This allowed the brand to have an elegant, timeless couture for its older luxury buyers. After their 2021 rebrand, the Swarovski marketing team started partnering up with pop culture celebrities and icons like Kim Kardashian and, most recently, made Ariana Grande their Brand Ambassador with new, bolder, trendy, modernized pieces that appealed to Gen Z and Millennials.

Their famous collab with Kim Kardashian and Skims went viral on social media and categorized the brands into a whole new “pop luxury” by releasing a collection of rhinestone-studded shapewear and body jewelry.

In 2011, Miranda Kerr collaborated with Swarovski, in 2014, Karlie Kloss, in 2019, Zendaya, and finally in 2021, Swarovski started collaborating with pop culture figures like Blackpink, which was targeted at a lot of the Asian consumer and became a huge success.

The Swarovski marketing knows that teaming up with celebrities can take their brand to the next level, positioning them at the forefront of pop culture and Gen Z. 

Swarovski’s presence at the Met Gala always makes waves. The fashion Super Bowl is the perfect place for Swarovski to establish itself as more than a jewelry brand. They are a luxury fashion powerhouse- crystals aren’t just jewelry, they are purses, hats, tops, dresses, and even shapewear.

Not to mention every single news channel's social media account, journalists are all covering the Met Gala, and if you are coming covered in Swarovski crystals – like Doja Cat. You are going to be the talk of the town—that million-dollar media value exposure without even paying. The Swarovski marketing team wins again! 

Visual Storytelling

Swarovski is more than just crystals; they are all about enchanting visual storytelling. Ever since 2021, Swarovski has used playful, bold, candy colors that create a sense of mood and feeling for the audience.

They found the perfect sweet spot by mixing high-fashion luxury and editorial, Gen Z-friendly, modern pop art. This is now the hallmark of Swarovski marketing.

In Bella Hadid’s campaign, she was a person interacting in a world of crystal. This type of theatrical visual storytelling gives the consumer something to connect to with the brand beyond just enjoying the quality of the product.

Swarovski's Marketing also loves to incorporate emotional branding when coming out with campaigns. For example, Swarovski’s “The Sparkling Wish” campaign featured heartwarming stories of customers sharing their cherished moments with Swarovski jewelry, which allowed customers to relate and create an emotional bond with the brand.

Storytelling strengthens brand loyalty and creates a positive reputation for word-of-mouth referrals. 

Social Media Strategy

Swarovski marketing has taken social media by storm. They have created almost a mood board with their Instagram and TikTok, with high-impact visuals like close-ups, short, quick videos, and playful animation- again targeting Gen Z and millennials.

Specifically, on Instagram, Swarovski’s marketing team focuses more on aesthetic shots, up-close pictures of their pieces, good enough to eat! Lots of editorial pictures with candy colors that scream luxury but also create a mood.

Another example of effective Swarovski marketing. And then we have TikTok, which has more playful, trendy videos that reflect the brand and showcase their product in a UGC style clip.

Surprisingly, Swarovski is also big on using Pinterest! Showcasing their products and other looks that align with their seasonal campaigns. Swarovski marketing resonates with their viewers and keeps them coming back for more, making luxury feel more playful. 

Swarovski’s New Era 

Swarovski's commitment to inclusivity is what makes it stand out. Other brands can feel exclusive and intimidating, whereas the Swarovski marketing team has made everyone feel like they can enjoy luxury. Consistently focusing on exclusivity is a key component that the Swarovski marketing team uses.

They want to make sure everyone can find something that resonates with them, offering many styles and products that can match different tastes, which is very refreshing in a luxury market. Swarovski marketing is breaking barriers and welcoming everyone into their sparkling world. 

There you have it! The Swarovski marketing doesn't just focus on sparkles and crystals; they want to redefine what luxury means and make it enjoyable for everyone.

They have managed to make luxury fun and playful, from affordable pieces to celebrity partnerships, visual storytelling, and engaging social media presence.

The Swarovski marketing team will continue to grow and shine with their innovative and creative ideas, and motivate all of us to embrace our unique style. This is your sign to add more bling to your wardrobe!

✍️ Written by Jaiee Kulkarni