We've all got a bit of Swarovski in our wardrobes somewhere, but they perhaps might not be your first choice if you're looking for somewhere to go for your day-to-day jewellery. Well, they've heard our prayers and created beautiful new brand, ADORE.

As part of the Swarovski group, the label has 120 years of history behind it, and yet the designs feel contemporary and genuinely really wearable. 

To get the low-down on the superbrand's latest venture, I asked Eric Russack, Global Vice President at Swarovski Group a few questions... 


1.      Who’s your dream customer?

ADORE’s customer is truly ageless and not bound by convention. Timeless and refined, she embraces modern thinking and a sense of community. 


2. What five words sum up your brand?

Contemporary, Chic, Sophisticated, Effortless, Ageless.

3. What’s your favourite piece from the AW17 collection?

The collection is inspired by luxurious colour combinations featuring a variety of iridescent and metallic crystal effects.  Playful, yet precise pairings of multiple crystal shapes enhance the unique elegance. 


4. What inspired you to start the brand?

As we continue to build our portfolio of brands at the Swarovski Group, we identified a market opportunity to create a new brand with a more contemporary aesthetic.  ADORE is inspired by The Swarovski Group’s rich European heritage. It is a truly timeless & contemporary curated collection of fashion jewellery.  Since its launch in Europe in Spring 2016, ADORE has rapidly expanded its distribution to 20 countries throughout 5 continents.

5. What have you got in the pipeline?

For the Spring/Summer 2018 season, we are working on several exciting new developments. We are introducing a variety of tonal iridescent crystals in brilliant and bold sizes.  The collection will include pops of colour inspired by delicate details and contemporary silhouettes.