Following a successful pilot in key locations across the United States, Swarovski is poised to roll out its Swarovski Created Diamonds jewelry collection in 200 stores in the US and Canada over the next year, and online at from November 2022.

The Austrian crystal house, which has been globally renowned for its craftsmanship, innovation, and iconic designs since 1895, has been offering lab-grown diamonds since 2016 as part of its brand collaborations.

Building on its long-established heritage, and in-line with its strategy to reinforce its position in the luxury space, entry into the fine jewelry market is a natural evolution for the brand.

This Fall’s roll out includes four ranges of earrings, rings, necklaces, and bracelets featuring Swarovski Created Diamonds and crafted from 18K and 14K gold, as well as sterling silver. The collections have found favor with the American consumer, with sales exceeding expectations.

Alexis Nasard, Chief Executive Officer, commented: “Swarovski’s brand equity, unique savoir-faire and artistry give us the legitimacy to enter the fine jewelry market. We look forward to delighting more customers with the ultimate combination of creativity and materials, through our Created Diamonds. Swarovski’s lab-grown diamonds are 100% real – they are identical to mined diamonds in every way except their origin.

This expansion is a key manifestation of our LUXignite strategy, focusing on luxurization, innovation, and serving customers in the key US market and beyond.”