News Column

Swarovski's Success is Down to its Products, Says Crystal Parade

Mar 8 2013 12:00AM



WARWICKSHIRE, UNITED KINGDOM -- (Marketwire) -- 03/08/13 -- As befits a company whose products grace James Bond films, there is an air of mystery about Swarovski and its phenomenal success.

But there was still a sense of astonishment recently when it was discovered that Gernot Langes-Swarovski, the quiet and unassuming great grandson of the company's founder, was estimated to have a fortune of $1.3 billion.

As a private, family-owned company, Swarovski is not obliged to reveal its innermost finances so the figure, calculated by the Bloomberg Billionaires Index, was speculative.

It is unlikely to be far off the mark, however. Swarovski Group had revenues of $4 billion in 2011, up over 20% from the previous year, and although ownership of the company is shared by as many as 100 family members, Langes-Swarovski has the largest stake at 21%.

His wealth is testament to the continued success of the company his great grandfather founded in 1895.

And according to Crystal Parade, a major stockist of genuine Swarovski elements in the UK, the company's booming popularity shows no sign of coming to an end.

A spokesperson said: "The secret to Swarovski's success is that they have established themselves in a high-end marketplace and yet are still very affordable.

"We know from selling Swarovski elements in the UK that these products are considered to be a luxury item, but the difference is that price-wise they are accessible. The Swarovski brand is very strong and this has helped them to keep growing throughout the economic downturn."

The company has come a long way since 10,000 of its gems adorned the dress worn by Marilyn Monroe when she famously sang "Happy Birthday" to President John F Kennedy in 1962.

There are now 2,200 Swarovski stores in operation, with each Swarovski sale a hugely popular event, and world-famous designers such as Jean-Paul Gaultier and Alexander McQueen have used the company's gems in their designs.

Three-quarters of Swarovski's annual turnover comes from sales of crystal, and in the UK, Crystal Parade offers a comprehensive range of over 5,000 products to both wholesale and retail.

Its national and international customers span artists, dressmakers, gymnasts, theatres and many more, all seeking to elevate their particular items with the shimmering sparkle unique to Crystal Parade Swarovski elements.

For more information about the huge range of Swarovski products available through Crystal Parade, visit

Crystal Avenue
Wendy Miller
01926 424 214

Source: Marketwire

Story Tools Facebook Linkedin Twitter RSS Feed Email Alerts & Newsletters