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Swarovski launches into upcycling

The house of Swarovski announces that it is developing new crystals – Swarovski Recreated – in a global process of recycling its waste. All the stones from this new collection are entirely made from broken glass collected during the manufacture of its jewelry.

Swarovski Recreated: carbon footprint reduced by 34%

No longer can any large house ignore sustainability, a criterion that now differentiates itself for consumers, particularly those in the luxury sector. It is in this context that the jewelry and accessories brand specializing in crystals, zirconiums and laboratory diamonds announces the launch of Swarovski ReCreatedan innovation based on circularity.

In fact, all of the crystals in this new range were made from glass waste emitted during the manufacturing of Swarovski jewelry : “The multi-colored broken glass is remelted and transformed into a unique new shade, of impeccable quality, identical to that of our original product”details the brand’s official website.

An innovation that allows Swarovski to use 40% less natural resources than its standard crystals, thus reducing the brand's carbon footprint by 34%.

For the moment, Swarovski Recreated has been available in three colors – Jet Black, Ice Blue and Dark Jonquil – but the Austrian house assures that it will launch a new shade of Swarovski Recreated crystals each year in order to improve the durability of all of its collections.

The Millenia collection with Recreated ©Swarovski crystals

An intense end to the year for the jewelry house which recently announced its expansion into the beauty market alongside the American giant Coty. The group, which already includes the Gucci, Burberry, Chloé and Hugo Boss licenses in its ranks, will be responsible for developing and marketing the crystal house's future beauty products.

On the marketing side, the Swarovski house is boosted by the appointment of a renowned ambassador: the American singer and actress Ariana Grande. A star with very high media value which should further stimulate the international influence of the brand.

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