Swarovski celebrates 120th anniversary; marks new collection in L.A.

This year, Swarovski, known for its intricate crystal jewelry and accessories, celebrates its 120th anniversary.

The anniversary paid tribute to the brand by displaying its crystals and jewels in its newest released collection. The celebration took place in Los Angeles to display the company’s Spring/Summer 2016 collection. The collection was presented in four distinct categories: “The Blossoming of Happiness,” “The Nature of Strength,” and “The Mythology of Hope.” The new line has a theme in line with water and nature elements that pay homage to the Alps, where Swarovski was first founded. The categories differ by emphasizing different aspects of nature within each piece. Some core ideas include petal-like designs accompanying the iconic crystals. The prices of the jewelry range from 125 dollars to 1,450 dollars.

“We are bringing a fresh voice into the fine jewelry space,” said Susan Popper, head of Fine Jewelry for Swarovski North America Limited’s Consumer Goods Business. This year, the 2015 collection includes designs made from scratch by artists Lee Bul and Studio Job.

On March 5, earlier this month, Markus Langes-Swarovski was at the California Market Center in the heart of downtown L.A. giving a presentation on his brand. Daniel Swarvoski was also in L.A. with Langes-Swarovski to introduce the collection.

Swarovski opened its first-ever pavilion style store in Vegas earlier this month, with 400 square feet. Also Swarovski is set to open a new store with 1,600 square feet in Jackson premium outlets in Jackson, NJ.

Swarovski’s grand re-opening take places April 30, while the Swarovski Fine Jewelry collection will not be available until June 1.