Success and succession – the Swarovski way

Austrian crystal company Swarovski has marked 120 years in the business with an exclusive celebration at its sparkling company headquarters. Family member Nadja Swarovski lifts the lid on the event and talks about her favourite crystal jewellery.

Nadja Swarovski counts the Nirvana ring and the crystal-mesh pieces among her favourite Swarovski items. Courtesy Swarovski

Swarovski celebrated its 120th anniversary with a star-studded gala dinner in the company’s native Austria last week. Jean Paul Gaultier was among the design collaborators present to help the brand mark more than a century of producing precision-cut stones and crystal products – from chandeliers to figurines and fine jewellery. Fifth generation family member Nadja Swarovski opened the vault to reveal her favourite pieces and talk about the company’s succession plans.

What would founder Daniel Swarovksi make of the brand we see today?

I think he would be very excited to see that his vision of wanting everyone to experience what it feels like to wear a diamond has taken on a new meaning in the 21st century. It’s now also about empowering women with the adornment of crystals for self-expression.

Are there future generations of Swarovskis coming up through the company ranks?

Yes, and we want to remain very “modern” and prepared for the process. I’m leading the committee of family succession and we’re laying down the principles of what will be required. Education is incredibly important, as is external experience. We don’t ever want a family member to take for granted what we have here, it’s so important that we all contribute new insights and I bet the younger generation will provide the digital and innovative entrepreneurial element. My own children’s sense of pride is amazing. They’ve been subjected to my father, who has led our manufacturing for 44 years, and my son is totally convinced he wants to run the business one day. He’s winning lots of design awards at school and wants to be an engineer and inventor – all the qualities we require. However, I always emphasise to my children that knowledge is power and once they get their education they are free to do whatever they want.

How important is the Middle East market to you?

Our sales there have been truly amazing, and what we’ve seen over the past two decades has been incredibly important in terms of the architectural evolution but also the adornment of traditional clothing. That part of the world is modernising quickly and so, too, the role of women is evolving. Crystal adornments on national dress are just one way women are celebrated. We have a great respect and appreciation of different regional design aesthetics and cultural backgrounds and we want to cater to all of that. Ultimately, we want to keep creating products that are creative and empowering. I also think there are still more areas we can explore in the region, not least in the art arena – with new fairs popping up.

Many home-grown talents, from Furne One to Ezra and Michael Cinco, continue to use your crystals in their couture collections. Is this something you’ve actively sought out?

Our local offices always try to reach out to established and emerging talent and we have showrooms, or “creative service centres”, where we demonstrate the application of crystals within fabrics. It’s in order to take away the intimidation of using them – we’re facilitating the creative process. Our roots are in Austria, but we’re a global company and creative expression in different cultural contexts is great to see internationally.

Of your personal collection, which pieces, past and present, are you most fond of?

I love the new collection. Its design is simple but impactful and a tribute to our history. And of the more historic pieces, I love the Nirvana ring, which we created from one solid piece of crystal. It’s something only Swarovski can make, and truly celebrates crystal as a creative material. I also love the crystal-mesh pieces that you can dress up or down.