In 1976, Swarovskis designer Max accidentally pieced together a crystal mouse from fragmentary materials. It was the first crystal product in the companys history to be put on the market. It also became a popular souvenir of the Winter Olympics. Inspired by this, Swarovski launched a series of silver crystal ornaments with the theme of small animals, flowers and plants. Later, Swarovski chose swan as the companys logo. In Western mythology, swan symbolizes purity, power and nobility. It is this series of brand development stories that have made Swarovski crystal world a leader in the industry.
Daniel left an extremely large family after his death, and has now completed the transition from the fourth generation to the fifth generation. With the growing of the family, there are more and more differences of opinion among family members. Although Swarovski is the leader in the field of artificial crystal, its influence and competitiveness are far less than other brands in the whole jewelry industry. In the Chinese market, consumers are more keen on jewelry collection and preservation. But Swarovski originally sold craftsmanship and design, which made exquisite jewelry affordable to more young and fashionable middle-income people. Najia, the fifth generation family member, began to reposition the companys brand image, boldly innovate and actively cross-border. It cooperates with Philips, Disney and other brands to provide decorations in the fields of electronic products, shoe bags, office supplies and famous cars. In 2009, Swarovski will enter the ranks of luxury brands. For the first time, it launched the lovelycrystals series of watches, which are charming and elegant. The round case is decorated with 16 shining and charming movable transparent zircon, which reflects each other with the small heart-shaped decoration at 8 oclock position on the Pearl and Fritillaria dial. In addition, the stainless steel strap makes this unique timepiece more noble and elegant. Once launched, this series of watches are immediately welcomed by consumers Pursue. However, this transformation attempt of Najia has been questioned by other family members. In order to let Swarovskis family business soar in the sky like a swan, the fifth generation family members must get a better balance between ensuring the continuity and development of the brand and insisting on bold innovation.
Swarovski takes the lead in the field of artificial crystal. Its unique charm and design make it develop and grow in the history of more than 200 years. When Daniel Swarovski started the crystal business with the vision of diamond for all, no one could have thought that his influence on future generations was so far-reaching. Although Swarovski has some difficulties in the process of brand development, such as market promotion, brand re positioning, etc., it is believed that through its unique core competitiveness and its family keeping pace with the times, it will shine more brilliantly in the jewelry industry.