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  • Rob Bates

Swarovski Rolling Out Lab-Grown Diamonds In North America

Swarovski is introducing its Created Diamonds collection to 200 stores in the United States and Canada, according to a report in WWD, quoting CEO Alexis Nasard.

The news follows a successful pilot in select U.S. stores, he said.

The collection will feature diamonds 0.25 ct. and up, and will include earrings, rings, necklaces, and bracelets. They will also be sold online at, beginning in November, the company said in a statement.

The United States is the company’s largest market, representing 18% of its sales, according to WWD.

When asked about the large amounts of energy used to grow the diamonds, Nasard said that it was working to offset that, and its diamonds are “certified climate neutral.”

Nasard joined the company in June. He is Swarovski’s first permanent CEO outside its founding family and was appointed after an ongoing power struggle between family members led to its first-ever appointment of an outsider.

Before coming to Swarovski, Nasard was as a consultant for McKinsey & Co. From December 2020 to June 2021, he served as CEO of Kantar, the London-based data and analytics company.

Photo courtesy of Swarovski


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