Swarovski is home to stunning and timeless jewellery pieces, providing high quality crystals and gemstones. Based in the heart of Covent Garden, Swarovski is mere steps from Leicester Square and Covent Garden underground stations.
Since 1895, founder Daniel Swarovski’s mastery of crystal cutting has defined the company. His enduring passion for innovation and design has made it the world’s premier jewellery and accessory brand. Today, the family carries on the tradition of delivering extraordinary everyday style to women around the world.
From inspiration brief to collection launch, Swarovski’s creative process is uniquely prolific. With a focus on trend curation, design and meaningful branding, every piece tells a story and embodies over 125 years of mastered craftsmanship. The continuous evolution of material and technique makes Swarovski the leader of crystal cut creations. New cuts, shades and sizes are conceived and realised every day in the historical Wattens headquarters, pushing the boundaries of crystal. Swarovski’s know-how not only focuses on refining the crystal, it also explores methods that make the most incredible pieces possible. Beading, pave, bezel and prong settings are some of the techniques used to enhance the sparkle and create exquisite refinement.
Their attention to detail ensures that each and every piece will always be made of the highest quality. This expertise is infused in every step of the creative process, from initial design sketches through assembly.
In 1891, Daniel Swarovski’s vision was to create “a diamond for everyone”. He invented an electric machine that cut more accurately than ever before, marking the beginning of a new era for crystal. From American jazz halls to Parisian couture houses, dresses dripped with beads and Swarovski crystals, reflecting the excitement of the 1920s.
Inspired by decades of creative collaborations and expertise, Swarovski opened its first boutique in the 1980s. The world’s fascination with a new brand of jewellery and crystal figurines began. With the introduction of the annual limited-edition Christmas ornament, a new tradition was born for collectors around the world. For over 35 years, Swarovski has captivated the world with unique pieces like the Nirvana cocktail ring, the Slake bracelet and its signature Swiss movement watches. In 2008, the magical ‘Crystal Forest’ interior design was implemented in stores worldwide, welcoming shoppers to an architectural crystal wonderland.