Adweek — October 08, 2017

Swarovski

Perspective

ON THE ORIGINS OF BRANDS AND THE PEOPLE WHO BUILD THEM

THE COLOR

Crystals are

available in 73

colors, but the

hue varies further

with the addition of

various coatings.

Even so, the most

popular color

is none: clear,

natural crystal.

THE GLASS
For decades, crystal
makers added lead to
achieve clarity in the
glass. But Swarovski
recently patented
“Advanced Crystal,”
which has no lead in
the formula at all.

THE CUT

Swarovski’s plant

in Wattens, Austria,

holds its top-secret

cutting machines that

facet the crystals

for maximum light

refraction—er,

sparkle.

HOW AN INDUSTRIOUS AUSTRIAN

LAD WOOED HOLLYWOOD AND

BIRTHED AN EMPIRE OF BLING.

BY ROBERT KLARA

BRAND NAME

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