‘Artistic’ launch for Swarovski jewellery

The new Imprint range is said to pay homage to art and was consequently presented to a select group of Australia’s fashion and lifestyle media in an environment that evoked an artist’s studio, complete with painters’ clothing draped over tables.

Comprising two themes, “tribal glam” and “monochrome blue”, the collection was influenced by nature, contemporary art and diverse cultures. It is based on earthy tones and primary colours. 

“The interactions between all of these influences creates a jewellery style that is both unique and universal for all women, for looks from day to night,” Swarovski creative director Nathalie Colin said. 

The tribal glam line has been inspired by the art and craftsmanship of Africa and consists of a combination of materials such as yellow gold, wood, leather and cord. Some pieces feature removable sections and two-in-one styles that are said to offer the wearer a customisable jewellery option. 

Jewellery pieces also comprise of Swarovski’s signature crystals in blue denim tones, ranging from indigo to stonewash as well as turquoise and aqua. 

The Imprint collection will be available in January 2014. 

Using social media as a way to promote new products, events and customer engagement is becoming an increasingly common practice for jewellery brands. 

People attending the Swarovski event last week, for instance, were encouraged to post photographs of the occasion on Instagram. 

According to a spokesperson, Swarovski’s Australian operation first began utilising social media promotion at public relation events in September 2012, and it has now become a large presence on the brand’s global Instagram account. 

“Locally, our goal is to build Swarovski’s social media presence and influence consumers to further drive positive associations around the brand. We want to be where consumers are, to provide information and drive for action, and build relationships with them,” the spokesperson explained. 

Another example of Australia’s impact on the brand’s global social media networks, was when local fashion director for blog Shine by Three, Margaret Zhang, took control of the Instagram account in September. Since then, more bloggers have been invited to take over the account.

The spokesperson added that the introduction of “social media business cards”, which are placed on tables at an event and highlight the brand’s various social media accounts and hashtags that guests should use, helped to ensure good coverage at all collection launches. 

And in further evidence of the increasing importance of social media to jewellery brands, guests attending Pandora Australia’s product launch earlier this month also were asked to post images of the event on Instagram.

Swarovski was founded in Austria in 1895 and specialises in precision-cut crystal. It has about 350 local stockists and more than 55 stores in Australia and New Zealand.