Swarovski Crystal Says ‘Auf Wiedersehen’ to Beaders

The well know brand will no longer supply the DIY market with loose beads and stones

There is a mix of confusion, dismay, and anger at Swarovski Crystal’s announcement that the company will no longer sell their high quality branded crystal beads, stones, flatbacks and other components to retailers for resale to small scale beaders, jewelry makers, and designers. The move comes on the heels of an internal power struggle at the 120 year old family owned Austrian company which cleared the way for restructuring and what Swarovski is calling a brand realignment.

Along with unveiling a brand new logo, Swarovski is turning its back on makers who have been using Swarovski beads and components in their designs for decades, a tactic which often operated as a kind of shorthand for high-quality handmade jewelry. Now it is unclear if designers can still tell buyers that their jewelry is made with Swarovski components or if this will put them in the cross hairs of the company.

It feels like a 180-degree turnaround for a company that only recently ran campaigns such as “Create your Style with Swarovski” which encouraged and even highlighted small scale designers who were using their products to create beautiful and unique jewelry designs.

In a purported attempt to take back control of their brand and prevent what they see as brand disintegration, Swarovski will now only sell their loose beads and stones to high-end designers of fashion and jewelry by special agreement which requires the signing of a confidential agreement with the company. Small scale beaders and jewelry makers will be left out in the cold in this new arrangement as they struggle to fill the gap with other brands of crystal which have entered the market upon Swarovski’s announcement, the most promising of which is the new Elite Eureka Crystal brand which sources say is indistinguishable from Swarovski in terms of quality.

Read more about the Elite Eureka Crystal Beads line here.

Read Related Blog:

What is Happening with Swarovski