The Brand of Sparkle by Nathalie Colin

Nathalie Colin, the creative director of Swarovski since 2006, explains how the innovation of the brand, which has redefined the styles and rules of fashion jewelry, inevitably passes through its history.


  • Nathalie Colin, Creative Director of Swarovski

    Nathalie Colin, Creative Director of Swarovski

  • Duo necklace in rose gold-plated metal with Swarovski crystal

    Duo necklace in rose gold-plated metal with Swarovski crystal

«If I had to describe the love I have for my work, I can say I prefer making jewels over wheels. The first thing I asked myself when I was given the position of creative director of Swarovski in 2006 was really how would I deal with trend research so I could everyday create something beautiful and give women more confidence; how could I find the best way to manage the research on trends and give our collections a contemporary and fresh twist, while still maintaining the Swarovski style. I immediately concentrated on women, analyzing their behavior, and the social and psychological aspects, and I also opened up to other fields, which were not necessarily connected to the jewelry industry.» Swarovski is a leader in the worldwide market – from China to Europe – as well as in fashion jewelry, which in the last few decades has seen a sort of ‘rebirth.’ Today 80% of its core business is dedicated to jewelry while the remaining 20% goes to watches, crystal items and accessories. Nathalie Colin loves to define it as a ‘brand of sparkle,’ which is innovated by looking at its history from a different angle and with a strong dose of creativity. «When I work on a new collection, I have to consider Millennials. This generation is naturally less faithful to brands and needs to be amazed and to be engaged. Millennials are used to immediacy and fast paces and in terms of pricing we have to give them an ample and versatile style offering, with prices that are also under control. Another value we can’t overlook is content. We are dealing with a generation that looks for stories – built on social media and digital platforms – that become a starting point for evaluating a product. This generation is naturally sensitive to everything that is creative and unique and identifies with jewelry through personalization.»

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