Swarovski - A brilliant company Pioneers were always way ahead of their time. In their minds they conceived the inconceivable. In their fantasies they created the impossible. When he invented an automatic cutting machine at the end of the 19th Century, Daniel Swarovski opened the door to a world of fantasy.
The magic word was crystal. A raw material, which even the most ancient cultures ascribed beneficial, valuable, indeed miraculous properties. This fascinating material transformed the world of fashion and beauty into a seductively sparkling universe. It inspired the human race and enriched both art and culture.
Inspired by nature's display of colors at the North Pole, the northern lights, the glamourous Aurora Borealis crystal effect was created in the 1950's, in association with French designer Christian Dior.
In 1977, Swarovski first entered the jewelry and fashion market, starting with the United States. More than a decade later, it spread to Great Britain and the rest of Europe. The fantastic, subtle jewelry pieces have enthused fashionistas and classic jewelry lovers alike and have placed Swarovksi's jewelry among the most cherished in today's fashion world.
The phenomenal interest of crystal enthusiasts and collectors led to the foundation of the Swarovski Collectors Society in 1987. In the same year, the first edition of the SCS Magazine for members was first published. Then, the emotional interpretation of intimacy and togetherness - the Lovebirds - was created as the first SCS Annual Edition. Today, the SCS, renamed Swarovski Crystal Society, has more than 400,000 members in 35 countries worldwide.
The Kristallwelten - a crystalized fantasy world created in the home town of Swarovski, Wattens - celebrated its opening in 1995 on the occasion of Swarovski's 100-year jubilee. The second most visited tourist attraction in Austria has been seen by more than 7 million crystal lovers since its opening and is almost considered as a place of pilgrimage.