When celebrating its 125th anniversary In 2020, the Swarovski company announced that it was changing direction from its current crystal's target audience, stopping producing and selling to bead stores and individual designers; the new change is to focus more on its HI-END brands.
This decision came like a thunderstorm on a clear day. It all happened when the world shut itself to avoid the coronavirus and after the entry of competing crystal makers, especially from the East.
How has Swarovski's significant change in 2020 affected us?
Without diving into technical details and gossip about this matter, after years of continuous arguments between the Swarovski family against the shareholders and CEO who supported the new steps, it was a difficult move that led to widespread layoffs, thousands of employees, and factory closures.
We can say that this period was very confusing for many designers who relied on Swarovski's crystal stock and the continuity of their jewelry line.
Many mourned the field, saying that following Swarovski's changes, the market would fade.
If we put the whole matter of the corona aside for a moment, it was undoubtedly a year of uncertainty.
We can tell you that many jewelry designers from all over the world approached us with uncertainty and did not know what to do with their jewelry collection; is there continuity to the crystals?What to do next?!
It is always like this when changes bring on a mist of uncertainty, and solutions like mushrooms emerge after the rain.
New brands of rhinestone crystals pop up, and the competition over the audience's trust has begun.
Naturally, the market expands, and the crystals' variety of colors and effects has increased.
The significant advantage is that now that the supply and competition in the crystal market have risen, hence the decrease in prices.
Dear designers, rhinestone crystals are no longer expensive, and a shortage of quality crystals and the lack of specific colors and effects are not in sight.
So whether you are a Swarovski brand enthusiast or a smart consumer who is willing to try new crystals, they are good news.
On a personal note, as a company that relied on the crystals and the legacy of Swarovski Sparkling Products, we look ahead and welcome the latest changes while cherishing the past.
Cup Chain offers rhinestone crystals for wholesale customers and individuals; you can find brands like Swarovski, Aurora, and Preciosa.
So let's start by reviewing what alternatives there are in the market today and what directions it is following Swarovski's changes:
as said, the market is not dead, but on the contrary, it has got some new life spirit that takes it in even more directions.
There is nothing like crystal jewelry; they are the embodiment of everything we love in jewelry. It stands out with a presence and, most importantly, shimmers.
With the technology and knowledge in polishing the crystals in their coloring, so do more efficient products. It can be found in the market three years ago.
What is Preciosa crystal?
Preciosa Crystal is a luxury brand name known throughout Europe for its precision-cut lead crystal. Preciosa was established on the 10th of April, 1948 and it is currently one of the most significant producers and exporters of the Czech glass and costume jewelry industries.
Preciosa, a strong corporation with a global scope of activities and representations in all important markets, cautiously maintains and guards all it inherited from its forefathers: Tradition, skill, quality, reliability, and an innovative approach. Yet it builds its future on the efficient use of state-of-the-art technologies and eclectic knowledge across all fields of science while bearing in mind its responsibility towards society.
And what about Aurora?
The AURORA crystals and applications are European multi-brand, sourced from different global suppliers incl. own production located in different countries - based on the unique combination of the price and highest European quality standards, has received a major upgrade thanks to the years of experience from the global fashion markets and exceptionally brilliant AURORA cut.
The exceptionally brilliant AURORA crystals cut, with its faceting and incredible precision, accentuates the AURORA crystals, making them suitable for any style. The simplicity of the outline, in combination with the intricate faceting and resulting sparkle, makes for unlimited design possibilities across almost all segments, including fashion, accessories, nails, eyewear, watches, fashion jewelry, and interiors. With a range of sizes and over 150 colors, coatings, effects, and applications (such as Crystal Net, Crystal Rock, Crystal Fabric, etc.), there is a variant to suit every requirement. Furthermore, AURORA crystals hot-fix/silver foiled/sew-on/stones in settings and applications make application particularly easy.
More than 165 colors and coating of your brilliant shape choice created the iconic AURORA crystals.
Clich here to see all catolog of Aurora Crystals
So what to choose - it is only your choice!
It can be interesting for you:
All Cup Chain's Crystals & Beads
Earring bases for embedding Crystals
Bracelet bases for embedding Crystals
Tools for embedding Crystals
Have fun creating with Cup Chain Jewelry:)