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Agenda-setting intelligence, analysis and advice for the global fashion community.

Swarovski’s Strategy for Maintaining Its Shine

Lab-grown diamonds and embracing culture and design trends will be key to the brand maintaining its momentum as jewellery continues to outshine fashion, CEO Alexis Nasard says in the BoF-McKinsey State of Fashion 2026.
Chief executive Alexis Nasard sees growth ahead by embracing lab-grown diamonds and cultural design trends as jewellery continues to outperform.
Swarovski Chief executive Alexis Nasard sees growth ahead by embracing lab-grown diamonds and cultural design trends as jewellery continues to outperform. (Swarovski)
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Swarovski came into 2025 sparkling. Its jewellery business grew 9 percent year on year in 2024, with particularly strong results coming from the US and lab-grown diamonds, which more than doubled in sales.

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Further Reading

The State of Fashion 2026: When the Rules Change

The 10th annual State of Fashion report by McKinsey & Company and BoF Insights, The Business of Fashion’s data and advisory team, reveals how changes in trade, technology and consumer behaviour will challenge businesses in 2026. Download the full report to understand the 10 themes that will shape the industry and opportunities for growth in the year ahead.

About the author
Simone Stern Carbone
Simone Stern Carbone

Simone Stern Carbone is Luxury Correspondent at the Business of Fashion. She is based in Zurich and Paris and covers fashion and beauty, with a focus on the dynamic luxury sector.

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