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.
http://www.marketingweek.co.uk/news/swarovski-targets-teens-with-new-brand/4000078.article
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