At this year’s Academy Awards, Swarovski completed a decade of collaboration with the Oscars. Since 2007, millions of Swarovski crystals have been used for the set designs of Oscars. This year, apart from the set that was studded with more than 300,000 crystals, Swarovski introduced their own line of Lab-grown diamonds – Atelier Swarovski, on the event’s red carpet on Sunday. The unveiling was in association with ‘Red Carpet Green Dress Initiative’ founded by Suzi Amis Cameron.
The collection brands itself as “conscious luxury” and “responsible jewelry”. The jewelry is handcrafted in Paris with Swarovski’s own Lab-grown diamonds and crystals. The launch featured Emma Roberts and Priyanka Bose adorning exclusive pieces from the collection in their ethical gowns.
“The collection, which has been handcrafted in Paris with Swarovski Created Diamonds and crystals, is a reflection of our 120-year heritage, and the innovation, craftsmanship and sustainability embedded in our company’s DNA,” said Nadja Swarovski, executive board member, Swarovski.
Before its commercial launch in 2018, Atelier Swarovski will continue to adorn red carpets through the rest of the year. Last year, Swarovski had introduced its first Lab-grown diamond jewelry line – ‘Diama’ at the Las Vegas Couture Show for Jewelry. The Lab-grown diamonds used in both Diama and Atelier Swarovski are called ‘Swarovski Created Diamonds’. From where Swarovski sources these Lab-grown diamonds or has it started growing them on its own is still not clear, but last year, there was news of Swarovski being in talks with De Beers’ group company – Element Six, for sourcing of Lab-grown diamonds, which later fell through.
Nevertheless, for a century-old company that traditionally dealt in crystals and simulants, to venture into Lab-grown diamonds and extend that with another Lab-grown diamond jewelry line, only signifies the changing tastes and trends of global consumers.