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Natural diamonds are the next step for crystal company Swarovski.
Natural diamonds are the next step for crystal company Swarovski.

Swarovski enters the natural diamond market

Three years after launching its synthetic diamond business, Swarovski has announced that within the next 12 months it will expand into natural diamonds.

The announcement was made during the JCK Las Vegas trade show during a panel discussion on sustainability.

Nadja Swarovski, head of corporate communications and design services, said, “We believe in the natural diamond story and we want to tell the story of a product that makes a positive contribution.”

The Austrian company, which was founded in 1895, is still best known for its signature glass crystals. It also sells natural gems, synthetic stones, finished jewellery and household goods.

Swarovski told Rapaport News that the diamonds would be “sustainably sourced” and would be manufactured rough to polished in Austria; polished stones from third-party suppliers would also be used in future collections.











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