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Swarovski Wonderland: Where Magic and Science Meet

Updated: Nov 12, 2021

At its 125th year anniversary, Swarovski is stepping forward with a bold new vision for the future. This new era begins with unifying all parts of its organisation under one spellbinding idea and bringing forward the brands most provocative and unapologetic expression to date to light.

“For 125 years, Swarovski has had the power to transform and reinvent itself time and time again while always staying true to its DNA. We are excited to add a new chapter to this tremendous success story by lifting Swarovskis centre of gravity to accessible luxury and by truly becoming a crystal lifestyle,” says Robert Buchbauer, CEO.


“Ignite your dreams” is the new rallying call for a Swarovski world set in an imaginary Wonderlab.

That is how its new and first ever Swarovski Creative Director Giovanna Engelbert envisions the modern crystal. A radically inclusive laboratory of creativity that invites the world to celebrate their individuality and partake in the fantasy.

“The Wonderlab is an idea, it is an imagined place that embodies everything Swarovski stands for and that will continue to inspire us for years to come says Giovanna.

“The Wonderlab is where science and magic meet, where extra and elegance collide, it is a feeling of wonder that everyone should experience as we invite

them into our new world at Swarovski.”

With an explosive approach to colour, size and styling, the new vision manifests beyond product into new experiences, events and new store concepts across the globe, transforming the way Swarovski is perceived with a radical new vision for generations to come.

Collection I

The first expression of the Wonderlab comes to life in Giovanna Engelbert’s first collection, Collection One.

“I wanted to explore the fundamental geometry of crystal and its potential as a material. Looking at Daniel Swarovski s first drawings was an absolute inspiration, discovering the magic of his early inventions and understanding the power of his dream to create something the world had never seen.

“As I set out on my own creative journey, I respect how transformative jewellery can be and wanted to create pieces and a vision of style that women and men could embrace and feel like their bold unique selves in.

“As if plucked from what Giovanna calls a “Mathemagical Garden”, the collection is an array of necklaces, earrings, rings, bracelets and body jewellery that manifest the fundamental but magical properties of crystal. An inventive approach to scale, cut and colour creates a hyper chunky, hyper expressive, and hyper versatile collection that invites the world to tap into their creativity with a sense of grandeur and play.



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