Luxury crystal brand Swarovski is introducing Lola&Grace, an affordable fashion jewellery brand, in a bid to target teenagers.
Swarovski says the “trend-led” jewellery brand will “make a huge impact” on the UK high street.
It will have its own standalone stores, the first of which will open in London’s Westfield Stratford City mall in March, and a dedicated ecommerce site.
Jewellery will range from £10 to £60 for cut-crystal and pearl rings, earrings, necklaces, bracelets and bangles - significantly below the core Swarovski brand range which can reach £1,000 for a cut crystal necklace.
Lola&Grace will produce four seasonal collections that Nina Müller, general manager of the brand, says “combine the latest catwalk trends with a blend of cultural influences … and marries contemporary and vintage design for all occasions.”
The core Swarovski brand range includes jewellery, accessories, fashion and miniature cut-crystal figurines.
The brand has also previously partnered with electronics company Philips to produce a range of crystal encrusted USB memory sticks, headphones and Bluetooth earpieces.
It operates more than 1000 boutiques around the globe.
It will have its own standalone stores, the first of which will open in London’s Westfield Stratford City mall in March, and a dedicated ecommerce site.
Jewellery will range from £10 to £60 for cut-crystal and pearl rings, earrings, necklaces, bracelets and bangles - significantly below the core Swarovski brand range which can reach £1,000 for a cut crystal necklace.
Lola&Grace will produce four seasonal collections that Nina Müller, general manager of the brand, says “combine the latest catwalk trends with a blend of cultural influences … and marries contemporary and vintage design for all occasions.”
The core Swarovski brand range includes jewellery, accessories, fashion and miniature cut-crystal figurines.
The brand has also previously partnered with electronics company Philips to produce a range of crystal encrusted USB memory sticks, headphones and Bluetooth earpieces.
It operates more than 1000 boutiques around the globe.
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